부산대학교 도서관

This study aims to analyze the effect of motivation on pleasure and behavioral intention in Hanok stay. A survey was conducted targeting people in their 40s or older who had experienced a Hanok stay. The survey period was approximately one month and the convenience sampling method was used in survey. Analysis was conducted with a total of 231 valid samples. Motivation factors for Hanok stay were first defined and presented as four types: relaxation and recreation, knowledge education, self-development, and novelty seeking. The relaxation and recreation, Knowledge education, and novelty seeking of motivation factors for Hanok stay were found to have a significant effects on pleasure. Additionally, the relaxation and recreation of Hanok stay motivation factors were found to have a significant effect on behavioral intention. Finally, Pleasure of Hanok stay were found to have significant effects on behavioral intention.In order to revitalize Hanok stays, it will be necessary to attract tourists by developing experience programs suitable for relaxation.