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관광객 소비지출 의사결정의 합리성 - 제주도 관광객을 사례로 -
정오현,고동완 한국관광학회 2011 관광학연구 Vol.35 No.7
The rationality of tourists' expenditure decision making has been a controversy in the field of tourism and behavioral economics. Using a sample of tourists visiting Jeju island, this study examined whether tourists' expenditure decision making is rational or irrational. Particularly, this study separately examined each of the three different types of the tourists' consumption expenditures: food and beverage, transportation and lodging, and cultural and entertainment. Date were conveniently collected from 150 tourists of Jeju island at a rental car shop on June 2011. In order to test the rationality of the tourists's expenditure, the respondents were asked about their expected and real expenditure on the three different types of expenditure before they rented a car and when they returned the car. Results showed that tourists consumption expenditure decision making could be characterized by both rationality and irrationality. Overall, the tourists were likely to spend their expenditure rationally. However, in terms of the entertainment & shopping items, the respondents were likely to spend their expenditure irrationally. 본 연구는 관광객 소비지출 의사결정이 주류 경제학의 합리성과 행동경제학의 비합리성 중 어떠한 가정을 통하여 이루어지는지 규명하고자 하였다. 또한 소비지출 항목에 따라 의사결정에 차이가 발생하는지 규명하고자 하였다. 이를 위해 제주특별자치도를 방문하는 관광객을 대상으로 사전/사후 소비지출액을 조사하여 비교하였다. 연구결과 관광객 소비지출 의사결정은 합리적 의사결정과 비합리적 의사결정이 공존하며, 합리적 의사결정을 통한 소비지출행위가 더 많이 발생하는 것으로 나타났다. 항목별 소비지출 의사결정은 식음료비와 교통ㆍ숙박비의 경우 합리적 의사결정을 통한 소비지출행위가 더 많이 발생하였고, 문화오락ㆍ쇼핑비는 비합리적 의사결정을 통한 소비지출행위가 더 많이 발생하는 것으로 나타났다. 이러한 결과는 주류 경제학에서 가정하는 합리성과 일치하지 않으며, 경제학과 심리학이 결합한 행동경제학의 비합리성 가정과 일치한다. 따라서 관광객 소비지출 의사결정은 주류 경제학의 합리성 가정이 아닌 행동경제학의 비합리성 가정을 통하여 이루어지는 것으로 볼 수 있다.
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박하나 ( Park Hana ) 한국사회과교육학회 2021 시민교육연구 Vol.53 No.3
The purpose of this study is theoretical exploration for applying the discussion of behavioral economics to economic classes. First, the development of behavioral decision theory, types of irrational decision-making, and applications in policy were examined. These provides a theoretical foundation that can be used in economic classes, as a way to guide an individual's desirable decision-making processes and a way to utilize nudges in public decision-making. In addition, the debate over liberal paternalism, which is the ideological background, has implications for economic education as follows. First, there is a way to give an opportunity to critically review human economic behavior in economic classes. Students will be able to learn the rational decision-making of economics that considers psychological factors as well as economic incentives in a balanced way. Second, there is a way to deal with the duality of a nudge that leads to desirable consumption and a nudge that deceives consumers. In a market overflowing with corporate advertising and marketing strategies, the opportunity to look into the nudges around us will increase our critical decision-making competencies. Third, economic teachers need to clearly recognize the limitations of behavioral economics. A ‘citizen in social studies’ is somewhat different from a ‘human in behavioral economics’. Going beyond the microeconomic focus of individual choice, social structural factors and the problem of choice due to differences in power should be considered. Finally, it was confirmed that the importance of civic education was emphasized through the debates and limitations of behavioral economics. It showed that transparency, public debate, and deliberative processes are essential parts of the classes.
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김진영 ( Jin Yeong Kim ),신용덕 ( Yong Duck Shin ) 한국정책학회 2011 한국정책학회보 Vol.20 No.1
The academic discussion in recent years concerning rationality covers not only irrationality but also arationality. Behavior economics is forming a major paradigm with regard to human decision-making in this trend. Thus, the aim of this study is to introduce this hot trend to the field of public administration by exploring theories of behavior economics and policy implications. It has been thirty years since the monumental article of ``prospect theory: judgment under uncertainty`` was published in behavior economics and started to form one of major trends in the field of decision-making. Behavior economics which started in the field of psychology and now occupies one field of economics, seems to have many insightful and important implications for public administration, especially in the field of public policy-making. This study is an introductory study to aim to attract much interest from the field of public adminstration for further analysis and application.
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