Abstract
Based on complexity theory, this study examines a configurational model that uses motivation antecedents and demographic configurations to explore the causal recipes that lead to high and low levels of Asian visitor satisfaction and loyalty. Data were collected from 183 Chinese and Japanese visitors to the Hanok heritage site in Seoul, South Korea. Asymmetrical modeling using a fuzzy-set qualitative comparative analysis was applied and a combination of desired behavioral outcomes identified. Hanok experience from the motivation configuration and gender from the demographic configuration appeared as necessary conditions to make visitors satisfied and loyal. Key tenets of complexity theory are supported by the study's findings.
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