The purpose of this study is to analyze the moderating effects of experience motivations based on relationships between physical environment and visitors’ satisfaction of Jeonju Hanok Village. With respect to these matters, I hope that the result of this study can contribute to establishing marketing strategies to further enhance the competitiveness of Jeonju Hanok Village. First, attractiveness, convenience, and cleanliness of the physical environment of Jeonju Hanok Village have positive effects on visitors’ satisfaction level; yet, accessibility and entertainment were found not to have significant impacts. Second, experience motivations have moderating effects between convenience and visitors’ satisfaction, and cleanliness and visitors’ satisfaction. Due to limitations on sampling methods, one needs to take caution to generalize the result of the study and implement the result in practice subsequentially. However, I think that there was a meaningful result, which successfully expanded the area of research, by analyzing the influence of the physical environment of Jeonju Hanok Village on visitors’ satisfaction and analyzing the moderating effect of experience motivation.

• 공상기(우석대학교 대학원 글로벌외식경영학과) | Sangki Kong
• 오승헌(우석대학교 대학원 글로벌외식경영학과) | Seunghun Oh