Geojournal of Tourism and Geosites | 2026
Authors: Chae K.
DOI: 10.30892/gtg.64125-1676
Journal: Geojournal of Tourism and Geosites
Year: 2026
Publisher: Editura Universitatii din Oradea
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
This study explores how service quality at the National Palace Museum of Korea (NPMK) affects visitors’ revisit and recommendation intentions, with a focus on differences between domestic and international visitors. A modified HISTOQUAL model was applied, adding attractiveness to the five established dimensions of empathy, communication, consumables, responsiveness, and tangibles. Data were collected through a structured on-site survey of 256 visitors (154 Korean and 102 foreign) conducted in October 2024, using seven-point Likert scales for service quality and single-item measures for behavioral intentions. Reliability and validity were confirmed through Cronbach’s alpha and confirmatory factor analysis, and multiple regression analyses were performed to test the hypothesized relationships. Results indicated that for Korean visitors, attractiveness and empathy significantly influenced both revisit and recommendation intentions, highlighting the importance of collection appeal and emotional engagement. For international visitors, responsiveness strongly predicted revisit intention, while tangibles and attractiveness shaped recommendation intention, underscoring the role of staff support and physical facilities. Comparative analyses also showed that foreign visitors repor ted lower revisit intentions than domestic visitors, likely due to practical barriers to repeat visits, while repeat visitors with greater prior experience expressed st ronger loyalty. The findings demonstrate that culturally differentiated service strategi es are essential: immersive interpretation and empathetic communication for Koreans, and multilingual responsiveness with enhanced facilities for foreigners. The study validates a heritage-sensitive service quality model and provides practical insights for strengthening visitor satisfaction, loyalty, and sustainable competitiveness in global museum tourism. © 2026, Editura Universitatii din Oradea. All rights reserved.
HISTOQUAL; National Palace Museum of Korea; recommendation intention; revisit intention; service quality