This study attempts to define service quality factors in Hanok Guesthouse Services
and examines the effect of service quality on visitor satisfaction and revisit intention.
Hanok Guesthouse Service quality includes 'facility', 'personal service',
'accessibility', and 'price & information offering'. Based on total 442 foreign tourists
who visit Hanok Guesthouse in Bukchon, Seoul obtained from the empirical research.
This study utilized descriptive statistic analysis, exploratory factor analysis,
confirmatory factor analysis, reliability analysis, correlation analysis and structural
equation modeling analysis for this research. Research results can be summarized as
follows. The first, all four factors of service quality had an significantly positive
effect on visitor satisfaction. More than all, accessibility had the greatest effect on
visitor satisfaction. Secondly, visitor satisfaction had an significantly positive effect
on revisit intention. The results of this study help to contribute academically and
practically to advancing Hanok Guesthouse management.