한옥 게스트하우스의 서비스품질이 긍정적 감정반응과 만족 및 재방문의도에 미치는 영향: 북촌 한옥 게스트하우스를 중심으로

As global travelling trends change from group to individualistic, individualistic travellers prefer guesthouses where they can meet various cultures at low costs, thus hastening the growth of guesthouses. This study aimed to empirically analyze how the service quality of Hanok guesthouses offer an alternative to the lack in accomodations facilities by providing various values where one can experience Korean traditional culture, the effects on travelers’ positive response, satisfaction and re-visit intention so that it may present indications drawn from the hypothetical theories and analytical result of the research model set by this study. Targeting foreign travellers, who stayed in Hanok guesthouses in Bukchon Village, this study conducted a survey from March 1st to June 30th, 2015, out of which a total of 321 questionnaire copies were used as sampling data. The empirical results are summarized as follows: First, the service quality of the effect of Hanok guesthouses on their positively emotional response showed significant effect in human service, accessibility and use facilities, which are sub-factors of service quality. However, prices to use the guesthouses were turned down, indicating that the service quality of Hanok guesthouses has partially significant effect on positively emotional response. Second, positively emotional response has significant effect on satisfaction level. Third, positively emotional response has significant effect on their re-visit intention. Lastly, customer satisfaction showed significant effect on re-visit intention. This study is expected to prepare for the demand of individualistic traveller market expected to continually grow in the near future and contribute to the service quality of the Hanok guesthouses. Further research is necessary to foster sound guesthouses where one can experience Korean traditional culture.