The Effect of Self-Consistency between Hanok Hotel and Consumer on Behavioral Intention

This study aims to examine the impact of self-congruence on positive emotions, attachment, and behavioral intentions among consumers who have experienced staying in hanok hotels. Specifically, it seeks to investigate the influence of self-congruence on positive emotions and attachment, as well as the impact of positive emotions on attachment. Additionally, the study aims to determine how positive emotions and attachment influence behavioral intentions. To achieve the purpose of this study, a survey was conducted from April 7 to April 16, 2023, targeting consumers aged 20 and above residing nationwide who had experienced staying in hanok hotels within the past year. A total of 310 questionnaires were collected, and after excluding missing and outlier data, 297 questionnaires were used for the final analysis. For hypothesis verification, SPSS Ver. 25 and AMOS Ver. 25 statistical packages were used. The following is a summary of the empirical findings of this study. First, it was found that self-congruence of hanok hotel guests has a significant positive effect on positive emotions. Second, it was found that self-congruence of hanok hotel guests has a significant positive effect on attachment. Third, it was found that positive emotions of hanok hotel guests have a significant positive effect on attachment. Fourth, it was found that positive emotions of hanok hotel guests do not have a significant effect on behavioral intentions. Fifth, it was found that attachment of hanok hotel guests has a significant positive effect on behavioral intentions. Therefore, it can be said that the hypothesis presented in this study has been sufficiently proven.