This study aims to understand the meanings the operators of Korean Noble Houses have of running these unique homestays. A total of eleven operators, who directly own and manage Korean noble houses (homestay houses) participated in the study through an in-depth interview. The interview transcripts were analyzed through applied thematic analysis. The concept of struggle for recognition Honneth(1992) theorized was introduced to better understand the phenomenon in this study. The results show that the operators experienced positive feelings of gaining recognition through their interactions with visitors as well as receiving a certain degree of economic benefit helping them maintain their traditional houses. The acquisition of positive self-worth gained through operating these accommodations tend to provide them a sense of power, satisfaction, and pride. However, a sense of disrespect also emerged as a major theme from these interviews, which acts as an underlying driver for recognition. These results are in line with Honneth's (1992) theory of the struggle for recognition in which an individual is described as one who possesses a desire to be recognized positively by others through a process of mutual recognition. Several theoretical and practical implications are suggested in relation to operating Korean Noble Houses from the perspective of the struggle for recognition.