The purposes of this study are to examine and analyze the relationships among tourist motivation, satisfaction, and future visit intention of Jeonju Hanok Village visitors and to compare the results between slowcity visitors who know the fact that Jeonju Hanok Village was designated as slowcity and other visitors who don’t know the fact. For this study, surveys were implemented to Jeonju Hanok Village visitors from October 2 to October 10, 2015. A total of 410 questionnaires were distributed and 368 questionnaires were obtained. After editing, coding, and screening questionnaires, 347 effective questionnaires were put into analysis. For the purposes of this study, frequency analyses, factor analyses, reliability testes, and regression analyses were applied. The results of this study are as follows.
First, four factors of tourist motivation to Jeonju Hanok Village were identified as‘experience of history and culture’, ‘experience of Jeonju Hanok Village’, ‘escape from everyday life’, and ‘exploring the self’. Second, tourist motivation has statistically significant effects on tourist satisfaction. Third, tourist motivation has statistically significant effects on future visit intention. Fourth, tourist satisfaction has statistically significant effects on future visit intention. Fifth, differences in tourist motivation factors affecting tourist satisfaction between slowcity visitors and other visitors were identified. Sixth, differences in tourist motivation factors affecting future visit intention between two groups were identified. Seventh, differences in tourist satisfaction factors affecting future visit intention between two groups were identified. These findings show that tourist motivation, tourist satisfaction, and future visit intention between two groups are significantly different.