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International Journal of Tourism Sciences
Volume 11,  No. 2,   January 2011,   Page 131-159

FEELING PROTECTED IN MASS ORGANIZED GROUP TOURS - A South Korean case -
Hee-Jung  Lee   
Department of Tourism, Leisure, Hotel and Sport Management, Griffith University, Australia
Hugh  Wilkins 
Department of Tourism, Leisure, Hotel and Sport Management, Griffith University, Australia
Young-Sook  Lee 
Department of Tourism, Leisure, Hotel and Sport Management, Griffith University, Australia
Abstract
This study provides further understanding of mass organized tourists by identifying the push factors for mass tourism in a Korean context. It is proposed that ‘protection seeking’ tendency and perceived travel risks are two push factors that encourage Korean tourists to choose mass tourism products. This study employed a mixed method approach in which qualitative and quantitative approaches were sequentially conducted across two stages. This study successfully identified the dimension of ‘protection seeking’ and found it plays a significant role in a Korean tourist context. The ‘protection seeking’ tendency increases the likelihood of potential tourists to choose the mass organized tours. However, perceived risks were not found to be directly related to choosing the mass organized tours; perceived risks were significantly related to ‘protection seeking’. This study reveals that a critical reason why Korean tourists choose mass tourism products is because they want a psychological ‘shelter’ and the ability to call for help in case of emergency. This implies that various types of mass organize tours are needed to be designed for the future. This result is particularly of significance for those who desire to make their holiday products more attractive to Korean outbound tourists.
KEY Words : South Korea; Perceived risks; Mass organized tours; A tour guide; Protection seeking
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