Sustainable development become a major keyword for the development discourse in the 1990s and has now grown to be one of the main topics considered when planning any development, including tourism. The idea of sustainable tourism has expanded into the development plans and policies of many industries and governments on a national and regional scale. Sokcho, a small tourist city in South Korea represents one of those regional governments, which have chosen the year 2021 as the starting point for developing sustainable tourism projects. Sokcho has a geographical advantage, as it is not only located in proximity to both mountains and the coastline but is also rich in unique culture and history. Therefore, making Sokcho is a diverse travel destination with a great potential to sustainably develop and diversify its tourist services and products.
In order to identify the sectors in need of development and recommend practical development solutions, this research set three goals. First was to identify the current status of sustainable tourist attractions in Sokcho. Second was to compare a balanced sample of European, Asian and Korean students in the context with international student’s travel motivation and preferences in Korea. Third was to analyse student’s sustainable behaviour through their actual activities in Sokcho, which were recorded through travel preferences.
The methodology used for data gathering can be divided into three parts. First is field work in Sokcho, consisting of observation and interviews with local government’s tourist development representative and local tourism business owners. Second is a two-part online survey (N=115), including a 17 factor 5-scale Likert travel motivation questionnaire and multiple answer travel preferences questionnaire. The results were analysed using ANOVA with a Games Howell post hoc test in IBM SPSS. Lastly, semi-structured interviews were conducted with six survey participants to gain insight into obstacles which prevented the tourist from displaying a more sustainable behaviour.
Results can be summarized in next five points.
First, this thesis investigated tourism development plans, tourist attractions, and tourism marketing and promotion of Sokcho’s tourism by conducting field research. It was discovered that while some tourism development plans do include the concept and plan of sustainable tourism, it is mostly done on a national scale and with a lesser focus on specific regions. As such, Sokcho is yet to include sustainable tourism development practices into its development plans and policies. However, it was found that the year 2021 represents a beginning for new sustainable projects led by the local government. Sokcho’s tourism promotion is mainly organized by Sokcho city hall and can be divided into three groups; official website and social media, printed promotion material and tourist information boards. Three issues were recognised regarding promotion: lack of foreign language translation and out-of-date information boards, lack of promotion of local products and souvenirs, and non-standardized websites in Korean and foreign languages.
Second, regarding travel motivation, statistically significant differences between three groups of students were confirmed for ‘enjoying the natural environment’ motivation. Motivation was highest amongst Asian students and lowest for Korean students. Next, European students were confirmed to be less motivated by ‘entertainment’ than the rest of the students, and Asian students showed significantly higher motivation for ‘outdoor and sporting activities’. All three groups showed the highest motivation for ‘recharging’, while ‘outdoor and sporting activities’ were confirmed to be the least motivational factor.
Third, the highest preferred travel attraction in Sokcho is the beach, followed by Mt. Seorak National Park, central market, and Abai Village. The latter two are more preferred by Korean students. Besides strolling and hiking, sport activities were not highly preferred by all three student groups. Korean students preferred spending the night in a hotel chain, while international students mostly opted for a small local accommodation. All students showed a high preference for local restaurants and cafes. The overall percentage of students that did not purchase local products or souvenirs amounted to 37.7%. Those that did make a purchase preferred the central market and souvenir shops.
Fourth, it was proven that a significant difference between student’s sustainable behaviour only occurs in the transportation category, where it was apparent that international students relied on public transportation much more than Korean students. The sustainable behaviour was the highest in the case of sporting and outdoor activities, followed by cultural and social activities, transportation to Sokcho, food and beverage, accommodation, shopping, and transportation inside Sokcho.
Fifth, the obstacles that prevented students from displaying more sustainable behaviour are as follows: inconvenient city bus and bike rental, lack of information and promotion for cultural and sporting activities, narrow range of accommodation selection and concern about quality of small-scale local accommodation, lack of promotion for local products and souvenirs, their utility and store location.
Based on the survey results and filed work, the next sustainable tourism projects are recommended. 1) Development of shared city bicycle and electric motorcycle for more sustainable mobility. 2) Renovation of tourist information boards and digitalisation of existing paper promotional material, developing phone application and interactive maps. 3) Introduction of sustainable tourism label system which promotes sustainable tourist businesses and services to travellers. 4) Strengthening promotion of local food, products and souvenirs. 5) Installing information boards across the city which present simple examples for contributing to Sokcho’s sustainable development.
This thesis contributes to research on international student’s travel behaviour, as it includes a balanced sample of European students, and does not only focus on Asian students, as can be seen done in many previous studies. Additionally, tourist sustainable behaviour is analysed using respondent’s travel preference and interviews which is not commonly seen in previous research. It is recommended that future research uses a larger sample of respondents in order to gain clearer and more conclusive results. Moreover, since young travellers statistically represent a smaller percentage of Sokcho visitors, research of sustainable behaviour across different generations which provides more relevant implications for sustainable tourist projects is suggested.