This study examines the impact of Hanok experience on tourists’ attitude and behavioral intention using the experience economy (Pine and Gilmore, 1998) and the experienced utility theory (Kahneman et al., 1997). Specifically, the study explores how tourists’ experiences are associated with a Value-Attitude-Behavior (VAB) model in the context of a heritage tourism attraction such as Jeonju Hanok Village in South Korea. A total of 323 responses were examined using SEM analysis. The results revealed that educational, entertainment, and escapism experiences significantly influenced functional value. Functional value had a significant relationship with attitude, which was positively related to behavioral intention. The results indicate the interplay of tourists’ experiences with the VAB model. The study provides theoretical and practical implications for tourism and hospitality academics and practitioners.

本研究使用体验经济（Pine和Gilmore，1998）和经验效用理论（Kahneman等，1997）检验了韩屋体验对游客态度和行为意图的影响。具体而言，该研究探讨了在韩国的全州韩屋村等传统旅游景点的背景下，游客的体验如何与价值态度行为（VAB）模型相关联。使用SEM分析检查了总共323个响应。结果表明，教育，娱乐和逃避现实的经历极大地影响了功能价值。功能价值与态度密切相关，而态度与行为意愿正相关。结果表明，游客体验与VAB模型之间的相互作用。