Abstract
The objective of this study is to evaluate foreign visitors’ cognitive and emotional responses to their experience from staying in a Hanok guesthouse in the Bookchon area, and to investigate the influence of such responses on their satisfaction and future behavior. Foreign visitors’ response data were acquired using an individual survey response based upon the convenience sampling method, over the period from the 1st or March, 2015 to the 30thof June, 2015. The study revealed that, first of all, foreign visitors’s cognitive and emotional response to their experience of staying in a Hanok guesthouse showed a positively significant influence on overall satisfaction. This indicates that reasonable price, convenient facilities, and systematic staff support have to be combined with the beauty of and cultural experience in a Hanok guesthouse in order to improve their satisfaction level. Secondly, the results from this study indicate that overall satisfaction of foreign visitors directly influence their intention to revisit a Hanok guesthouse. Findings from this study suggest that the owners/operators of a Hanok guesthouse need to develop a strategy that appeals to foreign visitors through special customer support programs that maximize their new cultural experience of staying in a Hanok guesthouse.
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