Positioning of tourists’ affective images at living heritage sites : Focused on Bukchon Hanok Village, Andong Hahoe Village, Oeam Historic Village, and Jeonju Hanok Village in South Korea

Tourists' affective images at four living heritage sites in South Korea—Bukchon Hanok Village, Andong Hahoe Village, Oeam Historic Village, and Jeonju Hanok Village—primarily revolve around 'beautiful,' 'traditional,' and 'charming' themes. These sites, part of the UNESCO-listed 'Historic Villages of Korea,' were analyzed through surveys of 404 visitors using multidimensional scaling (PROXSCAL) and semantic differential scales to map emotional perceptions. While all four sites share core affective attributes, subtle differences in their positioning were observed. The study suggests that leveraging these emotional associations could enhance sustainable tourism strategies for living heritage sites, balancing cultural preservation with visitor engagement.

Yoon, H., Triana, L. A., & Yun, H. J. (2018). Positioning of tourists’ affective images at living heritage sites : Focused on Bukchon Hanok Village, Andong Hahoe Village, Oeam Historic Village, and Jeonju Hanok Village in South Korea. International Journal of Tourism and Hospitality Research, 32(5), 37–49. https://doi.org/10.21298/ijthr.2018.05.32.5.37