The purpose of this study is to present strategies for revitalizing the social economy through fostering fair tourism in Gwangmyeong-Si and to establish plans to create a sustainable fair tourism ecosystem at each stage of promotion. In this regard, this study established fair tourism fostering plans by examining the concept and policy trends of fair tourism, analyzing the current status and conditions of Gwangmyeong-Si, and conducting surveys and case studies on fair tourism. The analysis results are as follows. First, Gwangmyeong-Si has been promoting fair tourism based on the social economy, but the policy capacity is still insufficient. Second, while Gwangmyeong-Si has high potential as a tourist destination because it has convenient transportation and various shopping facilities, the benefits that local residents gain from tourism industry are relatively low. Third, as a result of the survey, there was a difference in tourism behavior according to the age of the visitors, and awareness and participation experience of fair tourism were very low. In addition, it was found that the higher the ethical consumption motives, the higher the participation in fair tourism.
Based on these results, the step-by-step promotion strategies for the introduction of fair tourism in Gwangmyeong-Si are as follows. In the initial stage, Gwangmyeong-Si pushes for the legislation of the ‘Gwangmyeong-Si Government Ordinance on Promotion and Supports of Fair Tourism’, and establish and operate an organization dedicated to fair tourism. At the same time, fair tourism grant program, human resource development projects, and public relations and marketing are promoted. Next, Gwangmyeong-Si organizes an ‘intermediary support organization’ to systematically carry forward fair tourism projects. In particular, the human resource development project is operated by dividing it into basic education and incubating programs. In the long term, Gwangmyeong DMO (Destination Management Organization) is installed to operate regional tourism in an integrated manner. Additionally, Gwangmyeong-Si establishes a fair tourism online platform, signs public-private partnerships for local tourism, promotes cooperative projects with other local governments, and holds fair tourism festivals. In conclusion, this study proposes the support of social economy enterprises, introduction of ‘fair tourism pass’, development of return gifts for the ‘Hometown Love Donation System’, local government support projects, and establishment of the ‘ sustainable fair tourism system’.