Analysis of the Influencing Factors on the Revisit Intentions of Traditional Hanok Village and the Linkage to Overcoming the Local Extinction Crisis

(Purpose) The purpose of this study is to explore the structural relationships between tourism experience, visit value, place attachment, and revisit intentions, focusing on Oseong Hanok Village, a less-studied traditional village known for its serene environment and immersive cultural experiences.. (Design/methodology/approach) The study employs a structural equation modeling approach, analyzing survey data collected from visitors to Oseong Hanok Village during the Media Art Festa. Key constructs such as various tourism experience dimensions (e.g., novelty, fun, and aesthetic experience), visit value, place attachment, and revisit intentions were carefully measured and analyzed. (Findings) The findings reveal that tourism experiences significantly influence visit value and place attachment, with aesthetic experiences and food experiences showing the strongest overall impact. Furthermore, visit value and place attachment play pivotal roles in enhancing revisit intentions, emphasizing the critical importance of emotional and cultural connections. (Research implications or Originality) This research contributes to the literature by focusing on a lesser-studied Hanok village and providing insights into effective tourism strategies for sustaining traditional heritage sites. The results suggest that promoting authentic experiences and emotional connections can enhance the value and sustainability of such cultural destinations.