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This study evaluates the attractiveness of Gyeongbok Palace, the most popular culture heritage site in Seoul, using the IPA(Important Performance Analysis). Data were conveniently collected on-site from 390 Korean visitors on September 2008. Results of IPA illustrate that 8 out of 17 attractiveness attributes fell in to the keep up the good work quadrant, in areas mainly related to historicity of the place and convenience. In contrast, the 8 attributes associated with educational value and on-hand experience are turned out to be low priority. quadrant. Results of this study suggest that the administrators of the place need to better promote educational value of Gyeongbok Palace.