This study examines the visitors'evaluations of tourism resources in Insa-dong, which the Seoul metropolitan government has improved recently. This study adopted the method of Importance-Performance Analysis by collecting data through questionnaires. A random sampling of visitors to Insa-dong was conducted in June and July,2001. The survey included questions on the physical and psychological components of Insa-dong's tourism resources. In the case of physical components, eight factors(ancient arts shop, art gallery, atelier, calligraphy shop, pottery arts, traditional tea house, antique shop, traditional clothes) out of thirteen were categorized as 'keeping up the good work'. None of the Physical components was shown as 'low priority'or'possible overkill'. In particular, four factors(restaurant, heritage, Korean-style house and alley, traditional cultural festival) need to be impoved most urgently in terms of visitors'satisfaction. Survey results realize them as high priority in importance but low in performance, thereby designated as, 'concentrate here'. An image of the 'street' showed to be high in importance and identical in performance, so can be categorized between'keeping up the good work'and 'concentrate here'. The results show that unusual outdoor spaces and the festivals of Insa-dong have a significant meaning to the visitors. In the case of psychological components, three factors(general atmosphere experience of unusual atmosphere, appropriateness of stroll time) out of seventeen were categorized as 'keeping up the good work'. Ore factor (shopping) was designated as 'low priority'and not found to be 'possible overkill'. Thirteen factors (various events, possibility of various activity, various flood, richness of play, new experience, education cultural inheritance, parking facilities, resting places, green spaces, meeting places, guide map and information, cleanliness of facilities/convenience) need to be improved mast urgently in terms of visitors' fulfillment. They are perceived as areas of 'concentrate here'. This confirms that attractive events are essential for the recent visitor satisfaction. Furthermore, visitors are not satisfied with its amenity and acccss in Insa-dong despite the improvements. In conclusion, positive impressions, both physical and psychological, should be maintained while factors mentioned to be lacking should be prioritized in order of necessity to improve the image of Insa-dong and solutions need to be found and implemented. The results of this study would be helpful in the planning and management of nsa-dong considering the visitors'requirements.