중국관광객의 한국방문동기 시장세분화 연구

팽수(Peng, Shuai),남문희(Nam, Moon-Hee),정강환(Jeong, Gang-Hoan) 한국문화산업학회 2016 문화산업연구 Vol.16 No.2

유엔세계관광기구(UNWTO)는 중국이 미국, 일본, 독일에 이어 세계 4위의 관광객 수출국이 될 것이며, 2020년에는 중국인 해외여행객 수가 2억 명까지 증가하여 단일 국가시장으로서는 세계 최대의 관광국이 될 것으로 예측하고 있다. 방한 중국관광객은 2000년부터 지속적으로 증가하는 추세이다. 2008년 북경올림픽 개최이후 해외여행 자유화로 인해 중국관광객이 한국을 방문하는 비율은 계속 증가하였으며, 2010년 7월 이후부터는 중국 관광객이 일본을 제치고 한국의 외래 관광객 1위를 차지하였다. 본 연구는 꾸준히 증가하고 있는 방한 중국 관광객의 한국 방문 동기가 무엇인지를 분석하고, 이를 토대로 중국관광객들의 한국방문동기에 따른 시장세분화를 통해 관광객 시장의 특성을 파악하여, 관광사업의 관리와 마케팅전략 등을 창출하고자 한다. 연구목적 달성을 위해 방한 중국관광객을 대상으로 실증 조사를 시행한 후, 요인분석(factor analysis)을 통해 중국관광객의 방문동기에 관한 잠재적 요인을 분석하였다. 군집분석(cluster analysis)을 통해 방문객의 방문동기에 따라서 유사한 그룹을 구분하였으며, 교차분석(cross-tab analysis)을 통해 인구통계학적 특성과 관광형태, 그리고 관광선호도 측면에서 군집 간의 차이점을 탐구하였다. 분석결과, 방한 중국관광객에 대한 방문동기에서 신기성,문화탐색성,일탈성,휴가성,사교성,가족친목성 등의 요인을 탐구하였으며, 관광객의 방문동기요인에 따른 방한 중국관광객의 군집분석 결과, 문화친목추구 집단, 휴가일탈추구 집단, 다목적추구 집단, 저동기 집단 등 4개의 군집을 도출하였다. 또한 각 군집과 관광객의 인구통계학적특성 및 관광형태, 그리고 관광선호도 특성과의 교차분석 결과, 방한 중국관광객의 연령, 학력, 직업, 월평균소득, 혼인상태, 방문경험, 동반형태, 거주지, 정보원천, 스타, 축제, 기념품의 변수에서 각 군집 간에 유의한 차이가 있는 것을 확인하였다. 또한 한국을 방문하는 중국관광객은 한국의 화장품과 미용상품, 스트레스 해소를 위한 문화이벤트, 다양한 장르의 축제 등에 관심이 많으며, 한국만의 매력을 만끽할 수 있는 문화와 자연환경 등에도 관심이 높을 뿐만 아니라 한국관광지의 관광시설과 유흥상품, 한류문화 등에도 높은 기대를 갖고 있는 것을 확인하였다. 이러한 연구결과를 바탕으로 중국관광객의 성향과 방문동기에 맞춘 지속적인 한류상품 개발이 필요할 것으로 판단된다. UNWTO(UN World Tourism Organization) has predicted that China will be world’s 4th largest tourist importing country, and by 2020, number of Chinese foreign tourist will reach to 2billion, naming it the largest tourism country. The Chinese tourists to coming to Korea is constantly increasing since 2000. Since the liberalization of overseas tourism after 2008 Beijing Olympic, the rate of Chinese tourists visiting Korea has constantly increased and since July 2010, Chinese tourists has exceeded Japanese tourists and became the largest visitor group. This research aims to analyze the motivation of Chinese tourists and identify tourist’s characteristics through market segmentation on their motivations of visiting Korea to generate marketing strategy and management of tourism industry. In order to achieve research objective, empirical research is conducted and analyzed substantial cause of motivation to visit through factor analysis. Through cluster analysis, the visitors were classified by similarity in their motivation to visit and by cross-tab analysis, the difference in demographic characteristic, form of tourism and tourism preferences were identified. As a result, in motivation of visiting Korea, novelty, cultural venture, deviation, vacation, sociality and family relation were analyzed. As a result of cluster analysis, cultural relationship group, vacation-deviation group, multiple caused group and low-motivational group were identified. Also, as a result of cross-tab analysis of each group and visitor’s democratic characteristic, form of tourism and tourism preferences, the meaningful difference among groups in age, education, job, income, marital status, visiting experience, company, residence, source of information, celebrity, festival and souvenir were identified. Moreover, Chinese tourists visiting Korea are highly interested in cosmetics, stress relieving cultural event and multi-genre festivals along with Korean unique culture, nature, tourist attraction, entertainment product and Hallyu (Korean wave) culture. Based on this research, the need for constant development of tourism product according to Chinese tourists’ motivation of visit arises. 유엔세계관광기구(UNWTO)는 중국이 미국, 일본, 독일에 이어 세계 4위의 관광객 수출국이 될 것이며, 2020년에는 중국인 해외여행객 수가 2억 명까지 증가하여 단일 국가시장으로서는 세계 최대의 관광국이 될 것으로 예측하고 있다. 방한 중국관광객은 2000년부터 지속적으로 증가하는 추세이다. 2008년 북경올림픽 개최이후 해외여행 자유화로 인해 중국관광객이 한국을 방문하는 비율은 계속 증가하였으며, 2010년 7월 이후부터는 중국 관광객이 일본을 제치고 한국의 외래 관광객 1위를 차지하였다. 본 연구는 꾸준히 증가하고 있는 방한 중국 관광객의 한국 방문 동기가 무엇인지를 분석하고, 이를 토대로 중국관광객들의 한국방문동기에 따른 시장세분화를 통해 관광객 시장의 특성을 파악하여, 관광사업의 관리와 마케팅전략 등을 창출하고자 한다. 연구목적 달성을 위해 방한 중국관광객을 대상으로 실증 조사를 시행한 후, 요인분석(factor analysis)을 통해 중국관광객의 방문동기에 관한 잠재적 요인을 분석하였다. 군집분석(cluster analysis)을 통해 방문객의 방문동기에 따라서 유사한 그룹을 구분하였으며, 교차분석(cross-tab analysis)을 통해 인구통계학적 특성과 관광형태, 그리고 관광선호도 측면에서 군집 간의 차이점을 탐구하였다. 분석결과, 방한 중국관광객에 대한 방문동기에서 신기성,문화탐색성,일탈성,휴가성,사교성,가족친목성 등의 요인을 탐구하였으며, 관광객의 방문동기요인에 따른 방한 중국관광객의 군집분석 결과, 문화친목추구 집단, 휴가일탈추구 집단, 다목적추구 집단, 저동기 집단 등 4개의 군집을 도출하였다. 또한 각 군집과 관광객의 인구통계학적특성 및 관광형태, 그리고 관광선호도 특성과의 교차분석 결과, 방한 중국관광객의 연령, 학력, 직업, 월평균소득, 혼인상태, 방문경험, 동반형태, 거주지, 정보원천, 스타, 축제, 기념품의 변수에서 각 군집 간에 유의한 차이가 있는 것을 확인하였다. 또한 한국을 방문하는 중국관광객은 한국의 화장품과 미용상품, 스트레스 해소를 위한 문화이벤트, 다양한 장르의 축제 등에 관심이 많으며, 한국만의 매력을 만끽할 수 있는 문화와 자연환경 등에도 관심이 높을 뿐만 아니라 한국관광지의 관광시설과 유흥상품, 한류문화 등에도 높은 기대를 갖고 있는 것을 확인하였다. 이러한 연구결과를 바탕으로 중국관광객의 성향과 방문동기에 맞춘 지속적인 한류상품 개발이 필요할 것으로 판단된다. UNWTO(UN World Tourism Organization) has predicted that China will be world’s 4th largest tourist importing country, and by 2020, number of Chinese foreign tourist will reach to 2billion, naming it the largest tourism country. The Chinese tourists to coming to Korea is constantly increasing since 2000. Since the liberalization of overseas tourism after 2008 Beijing Olympic, the rate of Chinese tourists visiting Korea has constantly increased and since July 2010, Chinese tourists has exceeded Japanese tourists and became the largest visitor group. This research aims to analyze the motivation of Chinese tourists and identify tourist’s characteristics through market segmentation on their motivations of visiting Korea to generate marketing strategy and management of tourism industry. In order to achieve research objective, empirical research is conducted and analyzed substantial cause of motivation to visit through factor analysis. Through cluster analysis, the visitors were classified by similarity in their motivation to visit and by cross-tab analysis, the difference in demographic characteristic, form of tourism and tourism preferences were identified. As a result, in motivation of visiting Korea, novelty, cultural venture, deviation, vacation, sociality and family relation were analyzed. As a result of cluster analysis, cultural relationship group, vacation-deviation group, multiple caused group and low-motivational group were identified. Also, as a result of cross-tab analysis of each group and visitor’s democratic characteristic, form of tourism and tourism preferences, the meaningful difference among groups in age, education, job, income, marital status, visiting experience, company, residence, source of information, celebrity, festival and souvenir were identified. Moreover, Chinese tourists visiting Korea are highly interested in cosmetics, stress relieving cultural event and multi-genre festivals along with Korean unique culture, nature, tourist attraction, entertainment product and Hallyu (Korean wave) culture. Based on this research, the need for constant development of tourism product according to Chinese tourists’ motivation of visit arises.

전남지역 관광객의 관광동기, 만족 및 재방문의도와의 관계 분석을 통한 관광활성화 방안에 관한 연구

이성각,조현진,나석내,김애숙 한국해양관광학회 2023 해양관광학연구 Vol.16 No.1

This study reviews literature and empirical studies related to tourism motivation, and verifies the validity of tourist satisfaction, which can affect tourism motivation and revisit intention in relation to tourist satisfaction, which is a very important performance indicator for tourist destination activation strategies. Theoretical and practical implications of the results are presented. First, it was confirmed that tourism motivation of tourists has a great influence on tourist satisfaction. In other words, tourism motivation was analyzed to have a statistically significant effect on forming positive tourist satisfaction. Three factors, “deviation and break factor”, “companion factor”, and “pride factor”, were positive (+) to tourist satisfaction. has been shown to affect However, it was found that “playfulness factor” and “self-actualization factor” did not have a significant effect on tourist satisfaction, so hypothesis 1 was partially accepted. Second, it was found that revisit intention was improved through tourist satisfaction. Finally, as a result of verifying the mediating effect of tourist satisfaction in the relationship between tourist motivation and revisit intention, which is the core of this paper, it was found to have a partial mediating effect. This mediating effect confirms that the satisfaction of tourists visiting tourist destinations has a bridging relationship between the tourists' tourism motivation and revisit intention. Thus, the importance of improving tourist satisfaction, which is to be studied in this paper, has been proven.

독도 특수목적 관광객의 관광 참여 동기와 시민행동 간의 영향관계 연구 - 관광몰입 매개효과 중심으로 -

이종열,이형룡 한국관광학회 2016 관광학연구 Vol.40 No.2

The purpose of this study is to identify the effect relationship of the special interest tourist’s motivation who visits to Dokdo Island on the citizenship behavior of tourists. Data were collected from 241 tourists who visited Dokdo Island from the 10th to 13th of July, 2014. Collected data were analyzed using SPSS 18.0. For the analysis method, frequency analysis, exploratory factor analysis, and multi regression analysis were conducted. The main variables were composed of tourist motivation, tourism commitment, and citizenship behavior. The independent variable was comprised of intellectual tourism motivation, friendship tourism motivation, curious tourism motivation, spiritual tourism motivation, to four sub variables, tourism commitment and citizenship behavior to a one dimension variable. The study results can be summarized as follows: First, intellectual tourism motivation, curious tourism motivation, spiritual tourism motivation has been identified that have a significantly influence on tourism commitment. Secondly, intellectual tourism motivation, friendship tourism motivation have been identified that influence on citizenship behavior. Third, tourism commitment partially mediated the effect relationship that intellectual tourism motivation, friendship tourism motivation influence has on citizenship behavior. Fourth, tourism commitment fully mediated the effect relationship that curious tourism motivation, and spiritual tourism motivation influence have on citizenship behavior. In conclusion, we found that the Dokdo tourists are interested in history, culture, territory. Furthermore, they communicate with peoples’, emphasis on unity as intellectual tourism motivation, and friendship tourism motivation. Finally, they have carried out this role in their future citizenship behavior. 연구의 목적은 독도를 방문하는 특수목적 관광객들의 관광동기가 관광객들의 시민행동에 미치는 영향 관계를 규명하는 것이다. 데이터는 2014년 7월 10일부터 13일까지 독도를 방문한 241명의 관광객들로부터 수집되었다. 통계분석은 SPSS 18.0을 이용하여 분석되었으며, 분석방법은 빈도분석, 탐색적 요인분석, 그리고 다중 회귀분석이 수행되었다. 주요 변인은 관광 동기, 관광몰입, 시민행동으로 구성되었다. 독립변수는 지적 관광 동기, 친교적 관광 동기, 신기성 관광 동기, 정신적 관광 동기 등 4개의 하위변인, 관광몰입과 시민행동은 하나의 단일 차원 변인으로 구성되었다. 연구의 결과는 다음과 같다. 첫째, 지적, 신기성, 정신적 동기는 관광몰입에 유의하게 영향을 미치는 것으로 규명되었다. 둘째, 지적 동기, 친교적 동기는 시민행동에 유의하게 영향을 미치는 것으로 규명되었다. 셋째, 관광몰입은 지적 동기. 친교적 동기가 시민행동에 미치는 영향관계를 부분 매개하였다. 넷째, 관광몰입은 신기성 동기, 정신적 동기가 시민행동에 미치는 영향관계를 완전 매개하였다. 결론적으로, 역사와 문화, 그리고 영토에 대한 이해와 관심적 성격을 지닌 지적 동기, 그리고 타인과의 교류, 단합 성격의 친교적 동기를 지닌 독도 방문 관광객들은 시민행동 실천이 앞서는 것으로 규명되었다.

스포츠산업,경영 : 스포츠이벤트 관광동기와 관광지이미지 및 관광개발과의 관계

김용만(KimYongMan),이계석(LeeGyeSeog),이준원(LeeJunWon) 한국체육학회 2004 한국체육학회지 Vol.43 No.1

The purpose of this research was to examine the relationship between motive factors for sports events tour, tourist resort image, and tourist development. Objects for the research were the spectators who are high school students and older persons and came to watch the football game between Eindhoven and LA Galaxy teams during ‘Peace Cup 2003 Korea Games’, and SPSSWIN Ver. 10.0 was used for data processing. In order to examine the relationship between the motives for sport event tour, tourist resort image and tourist development, multiple regression analysis method was used. Based on the above research method and procedures, the following results were obtained:First, ‘socialization motive’ only among down level factors for the motives of sport event tour appears to have influence on ‘pleasantness’ which is also down level factor of tourist resort image. Second, ‘curiosity motive’ and ‘adventure motive’ appear to have influence on ‘marvelousness’. Third, ‘curiosity motive’ and ‘adventure motive’ appear to have influence on ‘accessibility’. Fourth, ‘adventure motive’ appears to have influence on ‘expense factor’. Fifth, ‘socialization motive’ and ‘tension release motive’ appear to have influence on ‘positive urban development’. Sixth, ‘marvelousness motive’ appears to have influence on ‘development of tourist resort image’, ‘regional tourism development’ and ‘negative urban development’. Seventh, ‘marvelousness’, ‘accessibility’, and ‘expense factor’ among tourist resort image appear to have influence on ‘negative urban development’. Eighth, ‘expense factor’ and ‘attractiveness factor’ appear to have influence on ‘the development of tourist resort image’. And lastly and ninthly, ‘expense factor’ and ‘attractiveness factor’ appear to have influence on ‘the regional urban development’ as well.

관광지 유형에 따른 관광동기가 관광지 매력성 및 내국인관광객 만족도에 미치는 영향

배준호,최경민,문주현 한국호텔관광학회 2016 호텔관광연구 Vol.18 No.1

This study aims to examine how tourism motivation and attractiveness of tourist attractions influence tourists’ satisfaction. Through factor analysis, tourism motivation is divided into three factors such as ‘cultural motivation’, ‘leisure motivation’, and ‘interpersonal motivation’, and attractiveness of tourist attractions into 2 factors such as ‘contents of tour program’ and ‘tour environment and service.’ The results of this study are as follows: First, by examining the relationship between tourism motivation and attractiveness of tourist attractions, it was found that the factors affecting contents of tour program are ‘cultural motivation’ and ‘leisure motivation’, whereas ‘interpersonal motivation’ does not necessarily affect contents of tour program. Second, it was also found that both ‘cultural motivation’ and ‘leisure motivation’ have an effect on tour environment and service. Third, contents of tour program and tour environment and service which are the factors of attractiveness of tour attractions influence tourists’ satisfaction. By carefully examining the results obtained from the multiple regression analysis, it is suggested that the marketer of tourist attractions need to create experience type tour programs which provide a variety of tour experiences to tourists by linking them with natural and cultural resources as well as attracting filming and cultural events relevant to the regional characteristics.

관광동기가 관광지 이미지와 행동의도에 미치는 영향: 일본홋카이도 방문 한국인 관광객을 중심으로

신포나오미,김주선,함석종 한국호텔관광학회 2017 호텔관광연구 Vol.19 No.3

The purpose of this research is to present marketing polices for development of tourism goods, enhancement of tourist facilities and services to find impact relationships of variables such as tourists' motives, tourist destination images, and tourism behavioral intentions among the tourist behaviors. especially for Korean tourists visiting to Hokkaido in Japan. The survey was conducted on Korean tourists to visit to Hokkaido at tourist spots in Sapporo city, Hokkaido from July 29 to Aug. 7, 2015. 418 of 347 questionnaires were collected and analyzed for the research. Results of testing 3 hypotheses, the 1st and 3rd hypothesis were adopted partly, and 2nd hypothesis was adopted. And applications were suggested as follows. The first, It is necessary that the side of destination develop tourism goods and services variously matching with target market's preferences. The second, Tourism facilities and services in Hokkaido need to enhance and enlarge to accommodate the influx of korean tourists and to match with tourist motives ompact on the destination images. The third, It is necessary that tourist business operators, host community, and local government effort to cooperate for tourists to have good experiences and to satisfy travel needs in Hokkaido, because the finding that destination images impact tourist behavioral intentions.

한국을 방문한 중국관광객의 특성이 관광동기와 관광만족에 미치는 영향에 관한 연구

장서,유재원,서진욱 한국호텔관광학회 2012 호텔관광연구 Vol.14 No.4

The purpose of this study was to analyze the effect of Chinese tourist characteristics on the tourist motivations and satisfaction in Korea. 239 of 300 questionnaires were collected and used for this study. All collected data were analyzed by frequency analysis, t-test, one-way ANOVA, factor analysis, and multi-regression analysis. The findings from data analysis were summarized as follows:First, there were significant differences in ‘marital status’ of demographic characteristics for tourist motivations. Second, there were no significant differences in terms of demographic characteristics (gender, age, academic level, occupation, monthly income, and marital status) for the tourist satisfaction. Third, there were significant difference in ‘travel partner’ of travel action properties for tourist motivations. Fourth, there was significant difference in ‘period of travel’ of travel action properties for tourist satisfaction. Final finding indicated that the travel motivations (‘cultural motivation’ and ‘rest motivation’) of the tourist who visiting in Korea have a some influence on the tourist satisfaction.

관광자의 관광지 이미지 공유와 재방문 행동의도의 관계: 매체별이미지에 따른 자기시각이미지 회상을 중심으로

이철진,노은정,이재섭 관광경영학회 2019 관광경영연구 Vol.92 No.-

The purpose of this study is to identify the relationship between the sources of tourist information (SNS, blog, and commercial advertising) and the cognitive self-visual image produced and shared by tourists themselves, and the causal relationship between the self-visual image, tourist motivation, and revisit intention. The survey was conducted for potential tourists who experienced overseas travels. A total of 338 samples were collected and the data was analyzed using SPSS 25.0 version program. The study results showed that SNS image influences on every subconcept of self-visual images (natural/environment characteristic, amenities/tourist infrastructure, attractions, cultural environment/accessability), and blog image influences on natural/environment characteristic, amenities/tourist infrastructure, and cultural environment/accessability. However commercial advertising has no impact on self-visual images. Also, cultural environment/accessability influence on internal and external tourist motivation. Natural/environment characteristic only influences on internal tourist motivation and amenities/tourist infrastructure influence on external tourist motivation. A detailed practical and theoretical implications are included.

민속촌 관광객의 방문동기, 진정성 경험, 관광만족의 영향관계

이현종 한국호텔외식관광경영학회 2019 호텔경영학연구 Vol.28 No.7

This study attempted to verify the structural relationship among the visitor motivation, authenticity and tourism satisfaction of Chinese foreign tourists who visited the Korean Folk Village, a representative tourist resource based on Korean uniqueness to Chinese tourists. The survey was carried out from May 1st to May 8th, 2019, with Chinese visitors of the Korean Folk Village in Yongin city through convenience sampling. A total of 300 questionnaires were handed out during this period, and 247 questionnaires were used for analysis. The results of the empirical analysis are as follows. First, the influence of visit motivation on authenticity experience was statistically significant in the relationship between visit motivation and authenticity experience and visit motivation had the greatest influence on the constructive authenticity experience. Second, the relationship among objective authenticity, constructive authenticity, existential authenticity and tourism satisfaction was all statistically significant, and objective authenticity and existential authenticity had more influence on tourism satisfaction than constructive authenticity. Third, in the verification of the mediating effect of authenticity in the relationship between visiting motivation and tourism satisfaction, it was confirmed that the visit motivation had an indirect effect on tourism satisfaction through the mediating effect of authenticity experience of folk village visitors, and that authenticity experience had a mediating effect on the relationship between visiting motivation and tourism satisfaction. The results of this study can be presented as necessary data to improve the diversity of cultural resources and tourism products for attracting tourists through the analysis of objective, constructive, and existential authenticity of Korean traditional landscapes perceived by foreign tourists. Furthermore, the results will also play a role in expanding the scope of research on authenticity, focusing on authenticity and tourist satisfaction. 본 연구는 중국인 관광객들을 대상으로 한국적 고유성에 근거한 대표적 관광자원인 한국민속촌을방문한 중국인 외래관광객들의 방문동기와 진정성 경험, 그리고 관광만족 간의 구조적 관계를 검증하고자 시도되었다. 실증분석을 위한 설문조사는 2019년 5월 1일부터 5월 8일까지 한국민속촌을 방문한 중국인 관광객을 대상으로 편의표본추출법을 통해 실시되었으며, 총 300부의 설문지을 배포하여회수된 설문지 중 247부의 유효표본을 대상으로 분석하였으며, 실증분석을 통한 연구결과는 다음과같다. 첫째, 방문동기가 진정성 경험에 미치는 영향에서는 방문동기와 진정성 경험 간의 영향 관계에서 모두 통계적으로 유의하였으며, 방문동기가 구성적 진정성 경험에 가장 큰 영향을 미치는 것으로나타났다. 둘째, 객관적 진정성, 구성적 진정성 및 실존적 진정성과 관광만족 간의 영향관계에서도모두 통계적으로 유의한 것으로 나타났으며, 객관적 진정성과 실존적 진정성이 구성적 진정성보다 관광만족에 더 큰 영향을 미치는 것으로 나타났다. 셋째, 방문동기와 관광만족 간의 관계에서 진정성의매개효과에 대한 검증에서는 방문동기가 민속촌 방문객의 진정성 경험을 매개로하여 관광만족에 영향을 미치는 간접적인 영향관계가 성립함으로써 진정성 경험은 방문동기와 관광만족의 관계를 연결하는 매개효과가 있음이 확인되었다. 이러한 본 연구의 결과는 외래관광객이 인식하고 있는 우리나라전통 경관의 객관적, 구성적, 실존적 진정성 분석을 통해 관광객 유치를 위한 문화적 자원과 관광상품의 다양성을 향상시키는데 필요한 자료로 제시될 수 있을 것이며, 진정성과 관광객의 만족에 초점을 맞춘 진정성 관련 연구의 범위를 확장시키는데도 역할을 할 것이다.

고궁 관광객의 동기와 경험품질에 의한 행동의도 분석: 가치-만족-태도-행동 (VSAB)모델의 적용

인옥남,오민재 한국관광연구학회 2023 관광연구저널 Vol.37 No.8

This study analyzed the effect of tourists' motivation and experience quality on their behavioral intention for royal palace tours, which affect tourists' decision-making, in order to continuously and effectively attract visitors to the royal palaces. To this end, the relationship between tourists’ motivation to visit a royal palace, experience quality (HISTOQUAL), perceived value, satisfaction, attitude, and behavioral intention was verified for Gyeongbokgung palace tourists. The results of an empirical analysis conducted on 387 samples collected from Gyeongbokgung palace tourists between October 1 and October 9, 2022, are as follows. First, it was found that both push motivation and pull motivation of royal palace tourists had a significant positive (+) effect on experience quality of royal palace tourists, and push motivation had a greater impact on experience quality (HISTOQUAL) than pull motivation. Therefore, H1 was adopted. Second, the experience quality (HISTOQUAL) of the royal palace tourists was found to have a significant positive (+) effect on the perceived value, so H2 was also adopted. Third, perceived value had a significant positive (+) effect on satisfaction, satisfaction had a significant positive (+) effect on attitude, and attitude had a significant positive (+) effect on behavioral intention. Therefore, H3, H4, and H5 were also adopted. Based on these findings, this study presents academic and practical implications.