외래관광객의 한옥 방문동기와 만족도 및 행동의도에 관한 연구

A Study on Motivation, Satisfaction, and Behavioral Intention for Foreign Visitors to Hanok: Comparison of Motivation between Asian and Western Visitors

Korean Traditional Houses (Hanok) provide unique heritage experience for visitors in South Korea. In light of the increasing popularity of Hanok’s, this study aims to further identify foreign tourists’ motivation for Hanok experiences, to examine any significant differences in motivation between Asian and Western visitors, and to investigate the relationships between motivation, satisfaction, and behavioral intention. To this end, an online survey was conducted to foreign visitors who stayed at T-Guest house in Bukchon, Seoul. Factor analysis delineated six dimensions of Hanok motivations from 24 items of motives: Cultural exploration, Escape, Socialization, Family togetherness, Hanok experience, and Novelty. The results of t-test indicate that there was a significant difference in motivation between Asian and Western visitors. The results of regression analysis reveal that the motivation factors of Cultural exploration, Socialization, Hanok experience and Novelty had a significant effect on visitors’ satisfaction and behavioral intention. Furthermore, Z-test shows that the coefficient of Hanok experience was significantly different between Asian and Western visitors.