Abstract
Changes of people's senses of values and lifestyle have impact on forms of travel and needs and expectation of travelers. In this research, the author pays attention to South Korea's “Fair Travel” (in Korea, this term is used in a slightly different manner.), verifies aspects of “Social Business” that are manifested in fair travel, and observes “CSR” of travel industry in general. Factors of social business in tourism industry can be found in fair transactions between corporations and consumers including provision of appropriate services for travelers in their pursuit of values as well as partnership with and profit distribution to local communities. The Fair Travel that was born in Korea does not treat travel as objects of consumption but aims at all stakeholders of travel acting responsibly and constructing new relationship. For realization of sustainable tourism, these social business factors that are required of in tourism industry need to be materialized. Based on characteristics of Korea's Fair Travel, possibilities of tourism as social business can be explored.
