The influencing factors of tourists’ behavioral intention in City walk in Malaysia

The influencing factors of tourists’ behavioral intention in City walk in Malaysia | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Article The influencing factors of tourists’ behavioral intention in City walk in Malaysia zhenbin wang, Hui Zhang, Chaoyi Cao This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-3938172/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract The study aims to fill the gaps in theoretical studies of the new travel trend of city walk in Malaysia from the perspective of embodiment with factors of sensory experience, visitor engagement, authenticity, and behavioral intention. Memorable tourism experiences and perceived risk are mediators and moderators between embodied cognition and behavioral intention, MTEs, and behavioral intention. Chinese tourists who are the major international tourist in Malaysia were taken into the investigation. The results show that sensory experience and existential authenticity have a positive effect on behavioral intention, MTEs play a mediating role in the relationships of sensory experience, authenticity, and behavioral intention. there is no significant mediation effect between visitor engagement and behavioral intention through MTEs. Perceived risk also shows no significant moderating effect on behavioral intention in city walk in Malaysia. This study provides new conceptual frameworks and research perspectives on City walk in Malaysia with theoretical and practical contributions leading to further study and city tour development practices. Biological sciences/Psychology Earth and environmental sciences/Environmental social sciences City walk Influencing factors Behavioral intention Chinese tourist Malaysia SEM-PLS 1. Introduction Tourism is an important part of world economic development and plays a crucial role in global development. according to "World Travel Economic Trends Report (2023)", The world today has entered a stage where its development is driven by cities. With more than 80% of global tourism activities are realized through urban areas, tourism cities are the organic integration of tourism functions and city functions, the symbiotic integration of tourism and leisure function, and cities shared by locals and tourists. in some cases, tourism economic value can be 40–60% of a city’s GDP. Also, there is a shift toward to the east while cities’ economic values are gaining by tourism. According the WTTC’s report, travel and tourism is on track to become a key driver of economic growth once again with faster GDP growth and generating 126 million new jobs around the world. The Asia pacific will be the most potential region for city tourism development in the next decade. City walk, which original from London, UK, as a consequence of series of significant policy publications in 2004, then became a relatively marginalized activity promoted by specialist interest groups and gained significant attention through mass media and numerous public events(Middleton, 2010 ) with variety of contents, functions (Borucka, 2019 ; Cachón-Zagalaz et al., 2019 ; Middleton, 2021 ; Rosenberg, 2012 ; Ujang & Muslim, 2015 ) offers a positive change for urban travelers, enabling them to make more informed choices that align with their interests and needs, combining with unique tourism experience and healthy keeping with high economic cost, is popular with the young groups. Prior studies posited that walking is a fundamental mode of transport for many people which has been provided more positive effect on mental and psychical health, also benefits to guide design and planning for walkable cities(Middleton, 2021 ; Sam et al., 2023 ). Since, there is no accurate definition for city walk in tourism context, hence this study defied city-walk as a leisure activity which could help individuals immersive themselves into cities’ history, architecture, daily lives, etc., with multiple experience physically and mentally by walking through the urban areas. However, research on city-walk remains limited, and the concept of strolling through urban areas for recreation is not yet fully recognized in the tourism context. Given the rapid development of city-walk tours in urban areas, there is an urgent need for a comprehensive understanding of its intrinsic motivation, mechanisms, influencing factors, and more. In essence, few studies have delved into this phenomenon or provided theoretical research, leaving the inner forces driving city-walk in the tourism context relatively unexplored. This gap is particularly evident in Malaysia, due to the tourism industry is Malaysia's third-largest economic pillar, following electronics and the oil and gas industry with the strategic location boasts diverse tourism resources. Hence, this study aims to investigate the influencing factors of city-walk in Malaysia, employing an embodiment perspective. The objective is to comprehend the theoretical mechanisms and processes through which individuals' embodied cognition translates into behavioral intention. The study seeks to offer tangible measurements and practical suggestions for stakeholders and policymakers, not only in Malaysia but also across the Asia Pacific Ocean region. 2. Literature review and hypothesis development 2.1 city-walk in tourism context Walking tours are common practice in urban tourism(Giddy & Hoogend.oorn, 2018), Borucka, ( 2019 ) regards walking in the city is popular way of encountering an urban space, spatial relation, its history, and recognizing the problems and needs of space users, as well as future development of the city. It play an important role for the development of history and character of city through generating interests and involvement of local communities in the urban conservation activities(Ranawat & Rathore, 2019 ). Walking and observing neighborhoods provides a deeper understanding of the scale and rhythm of everyday life in the city (Svensson, 2021 ), and highly relevant to architecture and education(Borucka, 2019 ), designing (Al Rasyid, 2022 ; KIM, 2018 ), history and memory (Al Rasyid, 2022 ; Rosenberg, 2012 ), walkability and public healthy (Middleton, 2021 ), leisure and tourism (Cachón-Zagalaz et al., 2019 ; Postma et al., 2017 ; Saiyed et al., 2016 ; Svensson, 2021 ; Teichert et al., 2021 ), etc. Building on previous studies, the meaningfulness of city-walk can be categorized into two aspects. First, it involves physical walking activities within the city space. Second, it encompasses specific destinations such as malls or streets, driven by goals such as sightseeing, entertainment, refreshment, eating, and, of course, shopping activities (Al Rasyid, 2022 ; Pratiwi & Iftironi, 2019 ; Wiyanti & Hanfan, 2022 ). In the context of tourism, city-walk presents a positive change for urban travelers, allowing them to selectively choose experiences that align with their interests and needs. It is an integral part of city tours, serving the dual purpose of informing tourists about historical and cultural resources while simultaneously contributing to the enhancement of the city's image (KIM, 2018 ), and linking with health care and tourism experience in a new sustainable path. 2.2 sensory experience In the context of the sensory experience of the urban space, the process of waking and urban walks play a crucial role to explore and critically engage in city narratives (Ujang & Muslim, 2015 ). Walking is positioned and understood as a socio-technical assemblage that enables specific attention to be drawn to the embodied, material and technological relations and their significance for engaging with everyday urban movements on foot (Middleton, 2010 ). Generating a more grounded and embodied understanding of everyday life and spatial practices (De Certeau & Rendall, 2000 ; Svensson, 2021 ) to construct foundation perception of and interaction with surroundings (Krishna, 2012 ; Li et al., 2023 ) from the appeals of environmental to the five senses. Scholars have realized that five senses of our body provide significant connection between our internal experiences and external environments and have effect on our future discission making and behavioral intention (Esau & Senese, 2022 ; Panea et al., 2023 ; Lee et al., 2023 ). Tourists are exposed to various unfamiliar sensory experiences when travelling and those sensory experiences construct the bodily feelings relevant to their cognition and behavioral intention(Kock & Ringberg, 2019 ). City walk exactly is an embodied leisure activity or tourist trip that let tourists cross the streets, commercial centers, downtowns in the city and obtain memorable and unique experiences by visiting architectures, enjoying walking freedom and engaging in many other activities (Borucka, 2019 ; Middleton, 2010 ). However, the embodied experiences that lead to cognitive reactions, behavior yet remain unexplained in tourism context(Kock & Ringberg, 2019 ). Despite an expanding body of work acknowledging tourists’ sensorial connections with destinations, sensory research in tourism remains fragmented(Li et al., 2023 ), as well as the field of city walk. H1. Sensory experience has a positive effect on behavioral intention in city-walk. 2.3 Visitor engagement Sam et al., ( 2023 ) assert that walking is a fundamental global mode of transport, offering significant health and environmental benefits alongside its psychological functions in city walk. The promotion of daily walking activity stands as the focal point of urban mobility in many cities, addressing issues that arise from the widespread reliance on auto-dependent lifestyles (Tsiompras & Photis, 2017 ). Svensson, ( 2021 ) highlights that walking plays a crucial role in how individuals engage with and experience heritage, emphasizing its emplaced, performative, and transformative qualities. It is not only as a methodological device, with attention to the ethnographer's positionality and experiences, but also as a form of embodied and emplaced experience within tourism sites and urban changes (Svensson, 2021 ). A walkable tourism places will intensify the tourist magnets and focal elements that may enhance place attachment(Ujang & Muslim, 2015 ). Therefore, engaging with local normal life and try to live as the local with deep experience will provide high quality of tourism experience for tourists, which is ever tractive in the mass tourism era, especially when destinations face over tourism challenge (Perkumienė & Pranskūnienė, 2019 ). The concept of tourist engagement has been derived from the broader domain of customer engagement(Rasoolimanesh et al., 2021 ; Paul & Roy, 2023 ). It has been investigated with destinations and has effect on behavioral intention(Rasoolimanesh et al., 2019 ; Rasoolimanesh, Khoo-Lattimore, et al., 2021 ). Walking and observing neighborhoods, urban changes, residents' spatial behaviors, various cultural events, and heritage branding enable individuals to gain a deeper sense of the scale and rhythm of everyday life in the city (Svensson, 2021 ). However, previous studies have predominantly concentrated on tourist engagement within companies or online communities, leaving a gap in the exploration of destination-based Tourist Engagement (M. Zhou & Yu, 2022 ), particularly in the context of unique leisure activities such as city walk. H2. tourist engagement has a positive effect on behavioral intention in city walk. 2.4 Authentic experience Authenticity is one of the oldest and most debated concepts and popular topics in tourism studies(Rickly, 2022 ; Atasoy & Eren, 2023 ) with categories of types of authenticity of objective, constructive and existential. The objective authenticity refers to the authenticity of objects or events as realities(Atasoy & Eren, 2023 ). Constructive authenticity is considered as a socially constructed phenomenon that can be understood differently by individual tourist(Atasoy & Eren, 2023 ). Existential authenticity refers to a potential existential state of being that is to be activated by tourist activity(N. Wang, 1999 ), which has been further suggested that “tourists might have authentic experiences without being in the presence of authentic sights”(Xu et al., 2022 ). Previous studies have indicated that authenticity has effect on tourists’ loyalty, satisfaction, behavioral intention on destination(Genc & Gulertekin Genc, 2022 ; Prayag & Del Chiappa, 2021 ; G. Zhou et al., 2022 ). For example, Javed & Awan, ( 2023 ) found that existential authenticity has positive impact on tourist’s behavioral intention.as city walk is a leisure activity that seeking for the authentic in urban area, existential authenticity might be one of the fundamental factors. However, as to our best knowledge, this exploration yet has been promoted. H3. authenticity has a positive effect on behavioral intention in city walk. 2.5 Memorable tourism experience A tourism experience constitutes a complex combination of subjective factors that shapes a tourist’s feelings and attitudes during their visit (Obradović et al., 2023 ; Yin et al., 2023 ). After the experience, the tourist stores information about it in their memory (Juliana et al., 2022), both positive and negative (C. Wang et al., 2020 ). However, tourists generally remember only a few fleeting moments of an entire trip (Anaya & Lehto, 2023 ), which are then recalled to share with others and to make future travel decisions (Kim, 2022 ; Yan & Halpenny, 2019 ). These recollections are known as memorable tourism experiences (MTEs). Scholars have emphasized the significance of connections between the body's senses, Memorable Tourism Experiences (MTEs), and behavioral intentions. It has been observed that sensory experiences can impact MTEs, potentially leading to positive behavioral intentions. A noteworthy example is in wine tourism, where individuals gain memorable experiences through observing, tasting, smelling, touching, and deciding on purchases (Brochado et al., 2021 ), also hearing of the sounds of background in restaurant, stores, and music in concert will provides memorable experiences and lead to their behavioral intentions (Carissa et al., 2020 ; Liu et al., 2022 ), as well as the application with high technology(Windasari et al., 2022 ). Although tourism experiences have been researched for about two decades (Hosany et al., 2022 ; Brochado et al., 2022 ; Hosseini et al., 2021 ), scholars have only just started integrating the concept of personal memory into tourism (Jorgenson et al., 2019 ). As such, the decisive factors and mechanisms influencing MTE research remain unclear (Yin et al., 2023 ), especially with different contexts. H4. Sensory experience has a positive effect on MTEs in the city walk. H5. Visitor engagement has a positive effect on MTEs in the city walk. H6. Existential authenticity has a positive effect on MTEs in the city walk. H7. MTEs has positive effect on sensory experience towards behavioral intention in city walk. H8. MTEs has positive effect on visitor engagement towards behavioral intention in city walk. H9. MTEs has positive effect on existential authenticity toward behavioral intention in city walk. H10. MTEs has positive effect on existential authenticity toward behavioral intention in city walk. 2.7 Risk perception The traveling decision making of tourist might be affected by their risk perception while people pay more attention to travel safety and travel risk (Cui et al., 2016 ). People tend to protect themselves more when faced with unknown situations, thereby perceiving fewer risks associated with tourism experiences. (Lopes et al., 2021 ). For example, European tourists generally prefer to travel to destinations considered safe and secure, free from natural disasters, political instability, and terrorist attacks(Khasawneh & Alfandi, 2019 ). Nevertheless, the adjustments in travel behavior in response to risk perceptions do not indicate a diminished significance of tourism in people's lives. (González-Reverté et al., 2022 ). For instance, tourists are seeking specific measures to safeguard their health and well-being during holiday travel. in the post -covid 19 era(Tajeddini et al., 2021 ; Zopiatis et al., 2021 ). Additionally, gender differences contribute to varying risk perceptions, and these differences have an impact on individuals' behavioral intentions (Carballo et al., 2022 ). Even though research on risk perception has attracted scholars’ attention in the context of tourism, hospitality, with variety dimensions, and have mentioned that tourism risk perception has effect on tourists’ destination image, tourism experience and behavioral intention(Carballo et al., 2022 ; González-Reverté et al., 2022 ; Lopes et al., 2021 ; Susanti et al., 2023 )tourism risk perception in city walk yet been explored. H11. The risk perception plays a moderating role between MTEs and behavioral intention in city walk. 3. Method 3.1 Instrument The proposed model was measured using scales from prior studies with quantitative data based on a questionnaire with two separate parts of demographic and multiple-item scales. sensory experience was measured using 20 items with five dimensions sight, sounds, taste, smell, touch (Stone et al., 2022 ; Xiang & Qiao, 2022 ; C. R. Liu et al., 2022 ). Visitor engagement was adapted from (Bryce et al., 2014 ; Babak Taheri, 2014 ) 8 items with a sample item: “Using guided tour”. Memorable tourism experience with 5 items (Kim, 2018 ) with a sample item:” I really enjoyed this tourism experience.” 4 items for behavioral intention (Loureiro, 2014 ), and 5 times of perceived risk (X. Chen et al., 2020 ) with a sample item:” I worried about crime (theft, pickpockets, robbery) and terrorism.” In this study, 5-point scale was used from 1 to 5, 1 = strongly disagree, 5 = strongly agree. The research is strictly accordance with the relevant contents of the approval form and strictly abide by the national laws and relevant regulations, while protecting the health, rights and privacy of the research subjects. All the methods were performed in accordance with relevant guidelines and regulations. 3.2 Study setting and sample. The present study was conducted on tourist to the city walk in Malaysia, a country with rich tourism resources, offering a diverse range of attractions with multiple tourism resources range from beach, forest, hospitality, city tour appeal to a wide variety of travelers based on its advantage of geography location and rich tourism service. According to the Malaysia tourism key performance indicators 2022, 16.4% visitors came to Malaysia for purpose of holiday/leisure/relaxation/getting away. 29.9% for shopping. Otherwise, Malaysia also holds annual city-walk events of City Day and encourage people to join and enjoy. Tourism plays a crucial role in the economic life of Kuala Lumpur, contributing significantly to income generation, employment, and the expansion of business opportunities. (Ujang & Muslim, 2015 ). The population of this study aims to Chinese tourism in Malaysia’s cities, such as Kuala Lumpur, Penang, Kuching, Malacca, Ipoh, which are famous cities in Malaysia with rich history and multiple culture. An expert panel with two academicians was undertaken to review the survey to ensure the survey’s validity. Based on the panel’s feedback, minor wording changes were made. pre-tests and pilot tests were conducted to ensure the validity and reliability of the questionnaire. During these tests, all items were assessed for their relevance to the variables mentioned above. No items were deemed irrelevant or deleted from the questionnaire. 3.3 Data collection and analysis Questionnaires were distributed face to face and online from 14 to 30 in November 2023. Face to face data collection were processed in KLCC and some Campus in Kuala Lumpur which is the top 100 tourism cities in the in the world and famous tourism city in Asia according to the report from WTTF, 2023, and the Credamo is the online platform. The respondent offline aims to the Chines tourists in Malaysia, and online survey was used to collect form the ones who already back China. As a result, 349 individuals participated the survey, 187 respondents online and 162 collected offline by face to face. 43 responses were eliminated for the same option for all questions or with unnormal time for filling the survey. 306 responses were finally be used as the analysis data base. The Windows software SPSS 26.0, along with Smart-PLS 3.8, was utilized for data cleaning and analysis. SPSS offers a user-friendly platform for statistical analysis in social science and behavioral research (Yockey, 2017 ). PLS-SEM conducts analyses on latent constructs (unobserved) as well as manifest variables (observed) within the framework of structural equation modeling (J. F. Hair et al., 2019 ; Memon et al., 2021 ; Sarstedt et al., 2020 ). 4. Result 4.1 Demographic characteristics of sample. 276 out of 349 respondents of Chinese tourists are applied as the data base for the study, 39.9% are males and 60.1% of female. Students (31.2%) are the highest proportion of the occupation distribution, and be followed by management (23.2%), professional (19.6%), and technical worker. 36.2% respondents of Chinese are current living in Malaysia while 63.3% are in China now. 48.2% of tourists has travel experience in the destination before, and Kuala Lumpur is and almost attractive destination for city walk with the highest proportion of 70.7 than other cities. According to the survey, tourist for city walk more popular in youth groups (the mean data for age is about 33 years old) with high level of education of College, Graduate school. For majority of Chinese tourists who have city walk experience in Malaysia are with high economic incomes, 50% of monthly income are above 7000 RMB. 4.2 Assessment of the model using partial least squares-structural equation modeling The conceptual framework of this study contains six reflective constructs, namely sensory experience, visitor engagement, authenticity, memorable tourism experience, behavioral intention. to assess measurement model, the loadings of items of each constructs were evaluated, along with factor loadings, composite reliability (CR), Cronbach’s alpha and, average variance explained (AVE)(J. Hair et al., 2017 ; J. F. Hair et al., 2019 , 2020 ) were assessed to ensure construct’ reliability and validity. As shown in Table 1 , CR, Cronbach’s alpha scores and factor loadings were above the recommended threshold and the AVE was within the suggested values above 0.5(J. F. Hair et al., 2020 ). except sensory experience, 0.438 < 0.5, Visitor engagement, 0.436 < 0.5 (Fornell & f. larcke, 1981). according to prior studies, if the AVE between 0.4 and 0.5, while CR value above 0.7, the AVE also be accepted(Fornell & f. larcke, 1981; Lam, 2012 ). Table 1 Measurement Model Measurement Items Factor loadings Cronbach's Alpha CR AVE Before after Authenticity 0.653 0.812 0.590 AU1 0.744 0.743 AU2 0.767 0.767 AU3 0.792 0.792 Behavioral intention 0.801 0.882 0.714 BI1 0.829 0.828 BI2 0.846 0.846 BI3 0.860 0.861 MTES 0.804 0.863 0.559 MTE1 0.768 0.772 MTE2 0.807 0.807 MTE3 0.771 0.772 MTE4 0.725 0.723 MTE5 0.661 0.658 Perceived Risk 0.907 0.930 0.728 PR1 0.881 0.881 PR2 0.869 0.869 PR3 0.859 0.859 PR4 0.872 0.872 PR5 0.781 0.781 Sensory experience 0.839 0.875 0.438 SSI1 0.578 0.621 SSI2 0.657 0.695 SSI3 0.622 0.672 SSI4 0.498 D SSI5 0.571 D SSM1 0.639 0.651 SSM2 0.588 D SSM3 0.625 D SSO1 0.547 0.646 SSO2 0.344 D SSO3 0.652 0.713 SSO4 0.536 D STA1 0.651 0.673 STA2 0.543 D STA3 0.592 D STA4 0.615 D STO1 0.505 D STO2 0.586 D STO3 0.592 0.617 STO4 0.621 0.659 Visitor engagement 0.804 0.856 0.461 VE1 0.541 D VE2 0.646 0.653 VE3 0.720 0.720 VE4 0.710 0.707 VE5 0.632 0.628 VE6 0.598 0.620 VE7 0.694 0.697 VE8 0.712 0.719 Note: AU = authenticity, SE = sensory experience, Mod = moderate effect, PR = perceived risk, MTEs = memorable tourism experiences, VE = visitor engagement, BI = behavioral intention, CR = composite reliability, AVE = average variance Table 1 . Measurement Model Discriminant validity was measured after determining the convergent validity using the traditional Heterotrait Ratio (HTMT) which should be below 0.85(J. Hair et al., 2017 ; J. F. Hair et al., 2019 ), and in social studies above 0.85 and below 0.9 is also acceptable. Table 2 shows that majority of HTMT values are below 0.9. except 0.918 > 0.9 after deleted unsignificant items. Then, checked with Fornell-Larcker Criterion (Table 3 ) and Cross loadings, which both show the convergent and discriminant validity were significant. Table 2 Discriminant validity (Heterotrait-Monotrait ratio) AU AU BI MTES Mod PR_MTEs_BI PR SE VE AU BI 0.652 MTES 0.918 0.684 Mod PR_MTEs_BI 0.213 0.223 0.441 PR 0.212 0.300 0.186 0.267 SE 0.828 0.767 0.767 0.142 0.286 VE 0.885 0.489 0.600 0.129 0.281 0.739 Note: AU = authenticity, SE = sensory experience, Mod = moderate effect, PR = perceived risk, MTEs = memorable tourism experiences, VE = visitor engagement, BI = behavioral intention. Table 3 Fornell-Larcker Criterion AU AU BI MTES Mod PR PR SE VE AU 0.768 BI 0.477 0.845 MTES 0.674 0.567 0.748 Mod PR 0.175 0.196 0.396 1.000 PR -0.169 -0.267 -0.168 0.251 0.853 SE 0.622 0.640 0.643 0.129 -0.250 0.662 VE 0.648 0.400 0.493 -0.026 -0.246 0.610 Note: AU = authenticity, SE = sensory experience, Mod = moderate effect, PR = perceived risk, MTEs = memorable tourism experiences, VE = visitor engagement, BI = behavioral intention. Table 2 . Discriminant validity (Heterotrait-Monotrait ratio) Table 3 . Fornell-Larcker Criterion Table 4 show the results of hypothesis testing. The results can support the significant effects of sensory experience(H1), visitor engagement(H2), authenticity (H3) on behavioral intention. The second set of hypotheses in Table 3 show the direct effects of sensory experience(H4), visitor engagement(H5), authenticity(H6) on MTEs. the results show that, sensory experience and authenticity have positive effects on MTEs, while there are no significant direct effects between visitor engagement and MTEs (Table 4 ). For the moderating effects of perceived risk on relationship between MTEs and behavioral intention is not support by the testing result. That means there is no effective moderating in the model. hypothesis H11 is not supported. Table 4 Hypothesis testing Original Sample (O) Sample Mean (M) Standard Deviation (STDEV) T Statistics (|O/STDEV|) P Values AU -> BI 0.037 0.032 0.078 0.468 0.640 AU -> MTEs 0.463 0.460 0.073 6.360 0.000 MTEs ->BI 0.210 0.208 0.094 2.229 0.026 Mod PR_MTEs_BI -> BI 0.099 0.111 0.089 1.112 0.266 PR-> BI -0.141 -0.147 0.057 2.460 0.014 SE -> BI 0.463 0.458 0.105 4.402 0.000 SE -> MTEs 0.377 0.375 0.071 5.303 0.000 VE -> BI -0.043 -0.033 0.065 0.659 0.510 VE -> MTEs -0.037 -0.026 0.059 0.619 0.536 Note: AU = authenticity, SE = sensory experience, Mod = moderate effect, PR = perceived risk, MTEs = memorable tourism experiences, VE = visitor engagement, BI = behavioral intention. Table 4 . Hypothesis testing MTEs has played a mediating role between sensory experience (H7), authenticity (H9) and behavioral intentions, and there is no mediation effect between visitor engagement(H8) and behavioral intention. The relationship between MTEs and behavioral intention is significant as well, as the result of hypothesis testing support this positive direct effect (Table 5 ). Table 5 Mediating effects Beta β Standard Deviation T Statistics P Values Result VE -> MTES -> BI -0.008 0.013 0.575 0.566 Rejected AU-> MTES -> BI 0.097 0.047 2.074 0.038 Supported SE-> MTES -> BI 0.079 0.040 1.961 0.050 Supported Note: AU = authenticity, SE = sensory experience, MTEs = memorable tourism experiences, VE = visitor engagement, BI = behavioral intention. Table 5 . Mediating effects 5. Discussion and conclusion This study aims to explore the factors influencing the behavioral intentions of Chinese tourists engaging in city walking experiences in Malaysia. The research investigates the mediating role of memorable tourism experiences and examines the moderating effects of perceived risk. This focus addresses a notable gap in theoretical understanding within the context of city walks, a prevalent travel trend among individuals. By offering a practical definition of city walking in the tourism context and conducting a quality study in Malaysia, a representative destination for South Asia tourism marketing, this research contributes to both theoretical development and practical knowledge. The findings of this study can significantly enhance our understanding of city walking behavior among Chinese tourists in Malaysia, ultimately filling crucial gaps in theoretical and practical research in the region. The results of symmetric PLS-SEM showed the significant effects of sensory experiences, authenticity, behavioral intention either directly or indirectly consistent with previous studies. Visitor engagement neither shows positive effects on MTEs, nor behavioral intention. The important of memorable tourism between sensory experience, authenticity and behavioral intention indicates that travelers with higher levels of embodiment in city walk would lead to positive behavioral intention. as well as memorable tourism experience which has high relationship with behavioral intention. that means, travelers who has better experience of sensory, and authenticity in city walk destination could lead to high quality of behavioral intention of Word of mouth, recommendation, and revisit intention in the future. the result is like previous studies, for example S. Lee & Min, ( 2022 ) informed that sensory experiences affect individuals’ judgement and behavior. Wörfel et al., ( 2022 ) found that sensory experience profoundly impacts consumer cognition and behavior. Javed & Awan, ( 2023 ) explore the role of market mavens for young tourists and existential authenticity for young tourists’ co-experience which determines their future behavioral intention. However, in this study, visitor engagement shows no effects both on MTEs and behavioral intention, which is different with most prior studies, for instance, Alrawadieh et al., ( 2019 ) investigated that visitor engagement positive affects destination loyalty which highly relevant to behavioral intention. H. Chen & Rahman, ( 2018 ) claimed that visitor engagement has positive effect on MTEs. the reason why visitor engagement has no effect on both MTEs and behavioral intention may caused by the rapid development of technology of social media guidance, big data, etc., which provide variety of information for tourists making decision easily. Also, may be due to travel trends without any plans or schedules for free tourism. For the mediation role of MTEs, the PLS-SEM investigates that MTEs played mediating roles between sensory experiences, authenticity, and behavioral intention. tourists with high level of sensory experience and authentic experience will form positive memorable tourism experiences and then lead to the behavioral intention. the result is similar with prior studies such as digital tourism experience, gastronomic experience, embodied cognition of senior tourist(Huang et al., 2022 ; Sthapit, 2019 ; Windasari et al., 2022 ) and so on. the previous studies confirmed the mediating role of MTEs in variety of cases studies. However, there is not mediation relationship between visitor engagement and behavioral intention in city walk in Malaysia according to the study, which is different with prior studies. Melón et al., ( 2021 ) considered visitor engagement as antecedent of MTEs, and lead to behavioral intention in a Spanish case study. Rasoolimanesh, Seyfi, et al., ( 2021 ) investigated the mediating role MTEs between visitor engagement, authenticity, destination image and behavioral intention. As youth group more tend to city walk for its free experience, travel in urban spaces may need less support from external environment and tourists tend to create unique experience by themselves without too much assistance. It may lead policymakers to innovate productions of city walk and provide tourists more attractive and interactive experiences with new paths, for example, combination with AI, big data, social media, and even some technical and professional equipment for city walk. Different with previous studies that mentioned perceived risk has effects on travel decision making. This study investigates that perceived risk has not moderation effects on behavioral intention. According to the survey, only a few parts of respondents care about the risk of environmental safety, valuable consumption, and other factors. it may be reason city walk is freer for individuals to follow their hearts to travel in new styles. And most of the tourists were influence by bandwagon effects of others’ sharing on social media, recommendation with reliable information. Another reason is tourist themselves. according to the survey, nearly 40 percent of tourists have experience of city walk in same destination before, they do their traveling more based on prior experiences. In other words, before they go to city walk in some city, they have already obtained large information about there through variety channels. The third reason may be due to city walk itself, different with traditional types, city walk is multiple experience with leisure activities, commercial consumption, and subjective experience. that mean release the risk perceive. 6. Concluton 6.1 theoretical contributions This study seeks to establish a precise definition of "City walk" within the framework of tourism. Given the absence of a definitive definition in the existing literature, the research endeavors to construct a theoretical definition of City walk. This theoretical framework is shaped by an analysis of characteristics found in diverse reports, historical conceptions, and the inherent aspects of the tourism experience. The objective is to lay a solid theoretical foundation for future studies on City walk, providing clarity and direction to the exploration of this concept in the context of tourism. Secondly, this study integrates Partial Least Squares Structural Equation Modeling (PLS-SEM) with a novel conceptual framework to delve into the internal relationships between factors. The results generated by this research contribute to theoretical enrichment within a new research context. Notably, it marks the inaugural application of embodiment theory, self-determination theory, and authentic theory in the context of city walks. In this study, sensory experiences, visitor engagement, and authenticity are identified as key components of embodied cognition, shedding light on the intricate interaction between the body and the exploration of relationships between embodied cognition and behavioral intention. Furthermore, the research extends the theoretical application of Multisensory Tourism Experiences (MTEs) within the domain of city walks. Given the rising popularity of city walks among contemporary travelers, investigating the formation mechanism for MTEs enhances our understanding of this emerging trend. This study thus contributes to a deeper theoretical understanding of city walks and their evolving role in contemporary tourism. Thirdly, this study examines and emphasizes the mediating role of Multisensory Tourism Experiences (MTEs) in the impact of embodied cognition components on behavioral intention. Additionally, it investigates the often-overlooked moderating effects of perceived risk on behavioral intention, contributing a novel theoretical dimension to the existing literature. While previous research has identified the mediating role of MTEs between visitor engagement and behavioral intention and acknowledged the influence of perceived risk on tourists' behavioral intention, this study introduces a fresh perspective within the specific context of city walks. By delving into the nuanced dynamics of MTEs and perceived risk, the research expands the theoretical understanding of how these factors interplay in shaping behavioral intentions in the context of city walks. 6.2 Practical contributions. This study has several practical implications. The findings provide a useful framework for destinations wishing to establish or improve attractiveness to city walk tourists in the city which will benefits to the city tourism industry development and promote the competitive advantage in a sustainable way. As city has already been major tourism destination and tourists tend explore more interesting experiences by themselves, this study provides destination marketing organizations to realize the requirements of current tourists which focusing on embodied experiences of individual and promote their advantage and disadvantage in competitions. For example, for Chinese tourists, Malaysia is a very interesting place to visit with variety of sensory experiences, however few tourists have limited express on local sound and foods, some may be due to the less opportunity to test in city areas, or some may cause by the barriers in language or efficient information. In this study, compared with sensory experiences, authenticity which have positive effect on MTEs, visitor engagement shows less effect. Majority of tourists they haven’t used the interactive panel, played with materials such as toys, jigsaw puzzle and quizzes, that may lead to low engagement while they are participating in city walk in Maylasia. Hence, for some famous routes, a higher supply for visitor engagement both in material and in material is necessary, also it is a part of smart city tourism foundation. This study provides an overview of the influencing factors of city walk in Malaysia to policymakers. As city walk is becoming a new travel in Asia areas, especially for Chinese youth groups. Provide an effective measurement both on policy and action is possible. For example, constructing a friendly city walk destination supply in infrastructure, promoting the city image for city walk, encouraging more functional investigation in city walk with high quality and interactive constructions with better engagement. Also. most of tourists show less perceived risk on city walk in Malaysia provide a good expression of Malaysia tourism, that will be an advantage for local city tour development. A supportable environment with safe, comfortable, and interesting urban walking trips would lead to walkable city tourism. The tourists who engaged in walking and when and where can be differentiated by age, gender, ethnicity, and socio-economic status(Svensson, 2021 ). For individual, this study admired that, city walk is becoming more popular, and Malaysia is one of the best city tour destinations with low risk and high quality of experience. The high embodied experience in city walk would lead to better memory and attracts people to come and repeat visit. Otherwise, this study also presents the shortage of engagement of City walk in Malaysia which should be paid attention for future visit. 6.3 Limitations and directions of future research The study possesses several limitations that open avenues for future research. Firstly, the methodology employed relies on quantitative research using dimensions and items borrowed from previous studies. While this approach provides valuable insights, it may not comprehensively explore the issue at hand. Future studies could enhance the study's credibility by employing a mixed-methods approach. Secondly, approximately half of the data collection for the questionnaire was conducted through online surveys, targeting Chinese tourists who have already visited Malaysia and returned to China. Although online surveys offer a broad reach, face-to-face surveys could yield more accurate results and provide efficient real-time explanations. In subsequent research, the inclusion of face-to-face surveys should be given careful consideration. Also, the use of the online survey platform for data collection requires the implementation of effective measurement strategies. Finally, from the perspective of city walk research, as a burgeoning travel trend, future studies should broaden their scope by considering various dimensions and factors. The inclusion of rich theories and models will contribute to a more comprehensive understanding of city walk experiences. Overall, as a travel trend of tourism, the intrinsic of city walk should be paid attention to and step further exploration in future study. Statement: All authors disclosed no relevant relationships. The research was obtained from all subjects and/or their legal guardian(s). All methods were carried out in accordance with relevant guidelines and regulations which were approved by a Anyang University. Declarations All authors disclosed no relevant relationships. The research was obtained from all subjects and/or their legal guardian(s). All methods were carried out in accordance with relevant guidelines and regulations which were approved by a Anyang University. Acknowledgement: Wang Zhenbin: Conceptualization, methodology, formal analysis, writing-original draught. Zhang hui: review, editing. Cao Chaoyi: software, data collection, validation. Ethics statements: All methods were carried out in accordance with relevant guidelines and regulations. All experimental protocols were approved by a Anyang University. The informed consent was obtained from all subjects and/or their legal guardian(s). Data availability statement: All data generated or analysed during this study are included in this published article [and its supplementary information files]. References Al Rasyid, A. (2022). The Influence of City Image Elements on Place Attachments in the Braga Street Area, Bandung City. 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Sustainability (Switzerland), 14 (3), 1–17. https://doi.org/10.3390/su14031621 Zopiatis, A., Pericleous, K., & Theofanous, Y. (2021). COVID-19 and hospitality and tourism research: An integrative review. Journal of Hospitality and Tourism Management, 48 (June), 275–279. https://doi.org/10.1016/j.jhtm.2021.07.002 Additional Declarations No competing interests reported. Supplementary Files Data.csv highlights.docx Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. 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Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-3938172","acceptedTermsAndConditions":true,"allowDirectSubmit":true,"archivedVersions":[],"articleType":"Article","associatedPublications":[],"authors":[{"id":274056264,"identity":"71d5edf4-21b5-4d96-b96c-94581b2e6936","order_by":0,"name":"zhenbin wang","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAA/klEQVRIiWNgGAWjYLACxgYGBgNmBsYHHyqAPGbmBqK1MBvOOAPSwkisFgYGNmneNhgXDzA4fvbwy587bPLM2XkPG86cVxvN3w7U8qNiG24tZ/LSLCTPpBVbNvMlPvi47XjujMOMDYw9Z27j1GJ2IMfMwLDtcOKGwzzGhjO3HcttAGphZmzDo+X8GzODxLb/IC1m0rxzjuXOJ6jlRo7xg4NtB6BaGmpyNxDSYn/jjRljY1ty4s5moMNmHDuQuxGo5SA+v0j25xh//Nlml7id/4zhgw81dbnzzh8++OBHBW4tQMAmgcQ5DCYP4FMPBMwfkDh1BBSPglEwCkbBSAQAMoxjRuNvf+QAAAAASUVORK5CYII=","orcid":"","institution":"Universiti Putra Malaysia","correspondingAuthor":true,"prefix":"","firstName":"zhenbin","middleName":"","lastName":"wang","suffix":""},{"id":274056265,"identity":"184fe6d7-c09d-48df-806e-8df9f2a940ed","order_by":1,"name":"Hui Zhang","email":"","orcid":"","institution":"Anyang University","correspondingAuthor":false,"prefix":"","firstName":"Hui","middleName":"","lastName":"Zhang","suffix":""},{"id":274056266,"identity":"85b3eb0a-fe0e-44dd-9bb9-a21cd103c1dd","order_by":2,"name":"Chaoyi Cao","email":"","orcid":"","institution":"Universiti Putra Malaysia","correspondingAuthor":false,"prefix":"","firstName":"Chaoyi","middleName":"","lastName":"Cao","suffix":""}],"badges":[],"createdAt":"2024-02-07 22:14:14","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-3938172/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-3938172/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":54111888,"identity":"5c50641e-2a8f-408b-ae76-654c9c3914d0","added_by":"auto","created_at":"2024-04-04 18:32:46","extension":"pdf","order_by":0,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":437193,"visible":true,"origin":"","legend":"","description":"","filename":"manuscript.pdf","url":"https://assets-eu.researchsquare.com/files/rs-3938172/v1/52a706cd-f671-4f98-a0b4-ce4c322cb7f0.pdf"},{"id":51530114,"identity":"5864aab1-472d-4b6b-b590-e624ee69b023","added_by":"auto","created_at":"2024-02-23 07:07:23","extension":"csv","order_by":1,"title":"","display":"","copyAsset":false,"role":"supplement","size":34226,"visible":true,"origin":"","legend":"","description":"","filename":"Data.csv","url":"https://assets-eu.researchsquare.com/files/rs-3938172/v1/f9f8019b000160fef9636c25.csv"},{"id":51530115,"identity":"7067c421-9f79-4184-a75a-65419fb55455","added_by":"auto","created_at":"2024-02-23 07:07:23","extension":"docx","order_by":2,"title":"","display":"","copyAsset":false,"role":"supplement","size":10546,"visible":true,"origin":"","legend":"","description":"","filename":"highlights.docx","url":"https://assets-eu.researchsquare.com/files/rs-3938172/v1/193f5385d7d96a671d749662.docx"}],"financialInterests":"No competing interests reported.","formattedTitle":"The influencing factors of tourists’ behavioral intention in City walk in Malaysia","fulltext":[{"header":"1. Introduction","content":"\u003cp\u003eTourism is an important part of world economic development and plays a crucial role in global development. according to \"World Travel Economic Trends Report (2023)\", The world today has entered a stage where its development is driven by cities. With more than 80% of global tourism activities are realized through urban areas, tourism cities are the organic integration of tourism functions and city functions, the symbiotic integration of tourism and leisure function, and cities shared by locals and tourists. in some cases, tourism economic value can be 40\u0026ndash;60% of a city\u0026rsquo;s GDP. Also, there is a shift toward to the east while cities\u0026rsquo; economic values are gaining by tourism. According the WTTC\u0026rsquo;s report, travel and tourism is on track to become a key driver of economic growth once again with faster GDP growth and generating 126\u0026nbsp;million new jobs around the world. The Asia pacific will be the most potential region for city tourism development in the next decade.\u003c/p\u003e \u003cp\u003eCity walk, which original from London, UK, as a consequence of series of significant policy publications in 2004, then became a relatively marginalized activity promoted by specialist interest groups and gained significant attention through mass media and numerous public events(Middleton, \u003cspan citationid=\"CR50\" class=\"CitationRef\"\u003e2010\u003c/span\u003e) with variety of contents, functions (Borucka, \u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Cach\u0026oacute;n-Zagalaz et al., \u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Middleton, \u003cspan citationid=\"CR51\" class=\"CitationRef\"\u003e2021\u003c/span\u003e; Rosenberg, \u003cspan citationid=\"CR64\" class=\"CitationRef\"\u003e2012\u003c/span\u003e; Ujang \u0026amp; Muslim, \u003cspan citationid=\"CR76\" class=\"CitationRef\"\u003e2015\u003c/span\u003e) offers a positive change for urban travelers, enabling them to make more informed choices that align with their interests and needs, combining with unique tourism experience and healthy keeping with high economic cost, is popular with the young groups. Prior studies posited that walking is a fundamental mode of transport for many people which has been provided more positive effect on mental and psychical health, also benefits to guide design and planning for walkable cities(Middleton, \u003cspan citationid=\"CR51\" class=\"CitationRef\"\u003e2021\u003c/span\u003e; Sam et al., \u003cspan citationid=\"CR66\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). Since, there is no accurate definition for city walk in tourism context, hence this study defied city-walk as a leisure activity which could help individuals immersive themselves into cities\u0026rsquo; history, architecture, daily lives, etc., with multiple experience physically and mentally by walking through the urban areas.\u003c/p\u003e \u003cp\u003eHowever, research on city-walk remains limited, and the concept of strolling through urban areas for recreation is not yet fully recognized in the tourism context. Given the rapid development of city-walk tours in urban areas, there is an urgent need for a comprehensive understanding of its intrinsic motivation, mechanisms, influencing factors, and more. In essence, few studies have delved into this phenomenon or provided theoretical research, leaving the inner forces driving city-walk in the tourism context relatively unexplored. This gap is particularly evident in Malaysia, due to the tourism industry is Malaysia's third-largest economic pillar, following electronics and the oil and gas industry with the strategic location boasts diverse tourism resources.\u003c/p\u003e \u003cp\u003eHence, this study aims to investigate the influencing factors of city-walk in Malaysia, employing an embodiment perspective. The objective is to comprehend the theoretical mechanisms and processes through which individuals' embodied cognition translates into behavioral intention. The study seeks to offer tangible measurements and practical suggestions for stakeholders and policymakers, not only in Malaysia but also across the Asia Pacific Ocean region.\u003c/p\u003e"},{"header":"2. Literature review and hypothesis development","content":"\u003cdiv id=\"Sec3\" class=\"Section2\"\u003e \u003ch2\u003e2.1 city-walk in tourism context\u003c/h2\u003e \u003cp\u003eWalking tours are common practice in urban tourism(Giddy \u0026amp; Hoogend.oorn, 2018), Borucka, (\u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e2019\u003c/span\u003e) regards walking in the city is popular way of encountering an urban space, spatial relation, its history, and recognizing the problems and needs of space users, as well as future development of the city. It play an important role for the development of history and character of city through generating interests and involvement of local communities in the urban conservation activities(Ranawat \u0026amp; Rathore, \u003cspan citationid=\"CR59\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). Walking and observing neighborhoods provides a deeper understanding of the scale and rhythm of everyday life in the city (Svensson, \u003cspan citationid=\"CR72\" class=\"CitationRef\"\u003e2021\u003c/span\u003e), and highly relevant to architecture and education(Borucka, \u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e2019\u003c/span\u003e), designing (Al Rasyid, \u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; KIM, \u003cspan citationid=\"CR35\" class=\"CitationRef\"\u003e2018\u003c/span\u003e), history and memory (Al Rasyid, \u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Rosenberg, \u003cspan citationid=\"CR64\" class=\"CitationRef\"\u003e2012\u003c/span\u003e), walkability and public healthy (Middleton, \u003cspan citationid=\"CR51\" class=\"CitationRef\"\u003e2021\u003c/span\u003e), leisure and tourism (Cach\u0026oacute;n-Zagalaz et al., \u003cspan citationid=\"CR10\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Postma et al., \u003cspan citationid=\"CR56\" class=\"CitationRef\"\u003e2017\u003c/span\u003e; Saiyed et al., \u003cspan citationid=\"CR65\" class=\"CitationRef\"\u003e2016\u003c/span\u003e; Svensson, \u003cspan citationid=\"CR72\" class=\"CitationRef\"\u003e2021\u003c/span\u003e; Teichert et al., \u003cspan citationid=\"CR74\" class=\"CitationRef\"\u003e2021\u003c/span\u003e), etc.\u003c/p\u003e \u003cp\u003eBuilding on previous studies, the meaningfulness of city-walk can be categorized into two aspects. First, it involves physical walking activities within the city space. Second, it encompasses specific destinations such as malls or streets, driven by goals such as sightseeing, entertainment, refreshment, eating, and, of course, shopping activities (Al Rasyid, \u003cspan citationid=\"CR1\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Pratiwi \u0026amp; Iftironi, \u003cspan citationid=\"CR57\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Wiyanti \u0026amp; Hanfan, \u003cspan citationid=\"CR80\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). In the context of tourism, city-walk presents a positive change for urban travelers, allowing them to selectively choose experiences that align with their interests and needs. It is an integral part of city tours, serving the dual purpose of informing tourists about historical and cultural resources while simultaneously contributing to the enhancement of the city's image (KIM, \u003cspan citationid=\"CR35\" class=\"CitationRef\"\u003e2018\u003c/span\u003e), and linking with health care and tourism experience in a new sustainable path.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec4\" class=\"Section2\"\u003e \u003ch2\u003e2.2 sensory experience\u003c/h2\u003e \u003cp\u003eIn the context of the sensory experience of the urban space, the process of waking and urban walks play a crucial role to explore and critically engage in city narratives (Ujang \u0026amp; Muslim, \u003cspan citationid=\"CR76\" class=\"CitationRef\"\u003e2015\u003c/span\u003e). Walking is positioned and understood as a socio-technical assemblage that enables specific attention to be drawn to the embodied, material and technological relations and their significance for engaging with everyday urban movements on foot (Middleton, \u003cspan citationid=\"CR50\" class=\"CitationRef\"\u003e2010\u003c/span\u003e). Generating a more grounded and embodied understanding of everyday life and spatial practices (De Certeau \u0026amp; Rendall, \u003cspan citationid=\"CR18\" class=\"CitationRef\"\u003e2000\u003c/span\u003e; Svensson, \u003cspan citationid=\"CR72\" class=\"CitationRef\"\u003e2021\u003c/span\u003e) to construct foundation perception of and interaction with surroundings (Krishna, \u003cspan citationid=\"CR40\" class=\"CitationRef\"\u003e2012\u003c/span\u003e; Li et al., \u003cspan citationid=\"CR44\" class=\"CitationRef\"\u003e2023\u003c/span\u003e) from the appeals of environmental to the five senses.\u003c/p\u003e \u003cp\u003eScholars have realized that five senses of our body provide significant connection between our internal experiences and external environments and have effect on our future discission making and behavioral intention (Esau \u0026amp; Senese, \u003cspan citationid=\"CR19\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Panea et al., \u003cspan citationid=\"CR53\" class=\"CitationRef\"\u003e2023\u003c/span\u003e; Lee et al., \u003cspan citationid=\"CR43\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). Tourists are exposed to various unfamiliar sensory experiences when travelling and those sensory experiences construct the bodily feelings relevant to their cognition and behavioral intention(Kock \u0026amp; Ringberg, \u003cspan citationid=\"CR39\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). City walk exactly is an embodied leisure activity or tourist trip that let tourists cross the streets, commercial centers, downtowns in the city and obtain memorable and unique experiences by visiting architectures, enjoying walking freedom and engaging in many other activities (Borucka, \u003cspan citationid=\"CR6\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Middleton, \u003cspan citationid=\"CR50\" class=\"CitationRef\"\u003e2010\u003c/span\u003e). However, the embodied experiences that lead to cognitive reactions, behavior yet remain unexplained in tourism context(Kock \u0026amp; Ringberg, \u003cspan citationid=\"CR39\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). Despite an expanding body of work acknowledging tourists\u0026rsquo; sensorial connections with destinations, sensory research in tourism remains fragmented(Li et al., \u003cspan citationid=\"CR44\" class=\"CitationRef\"\u003e2023\u003c/span\u003e), as well as the field of city walk.\u003c/p\u003e \u003cp\u003eH1. Sensory experience has a positive effect on behavioral intention in city-walk.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec5\" class=\"Section2\"\u003e \u003ch2\u003e2.3 Visitor engagement\u003c/h2\u003e \u003cp\u003eSam et al., (\u003cspan citationid=\"CR66\" class=\"CitationRef\"\u003e2023\u003c/span\u003e) assert that walking is a fundamental global mode of transport, offering significant health and environmental benefits alongside its psychological functions in city walk. The promotion of daily walking activity stands as the focal point of urban mobility in many cities, addressing issues that arise from the widespread reliance on auto-dependent lifestyles (Tsiompras \u0026amp; Photis, \u003cspan citationid=\"CR75\" class=\"CitationRef\"\u003e2017\u003c/span\u003e). Svensson, (\u003cspan citationid=\"CR72\" class=\"CitationRef\"\u003e2021\u003c/span\u003e) highlights that walking plays a crucial role in how individuals engage with and experience heritage, emphasizing its emplaced, performative, and transformative qualities. It is not only as a methodological device, with attention to the ethnographer's positionality and experiences, but also as a form of embodied and emplaced experience within tourism sites and urban changes (Svensson, \u003cspan citationid=\"CR72\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). A walkable tourism places will intensify the tourist magnets and focal elements that may enhance place attachment(Ujang \u0026amp; Muslim, \u003cspan citationid=\"CR76\" class=\"CitationRef\"\u003e2015\u003c/span\u003e). Therefore, engaging with local normal life and try to live as the local with deep experience will provide high quality of tourism experience for tourists, which is ever tractive in the mass tourism era, especially when destinations face over tourism challenge (Perkumienė \u0026amp; Pranskūnienė, \u003cspan citationid=\"CR55\" class=\"CitationRef\"\u003e2019\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eThe concept of tourist engagement has been derived from the broader domain of customer engagement(Rasoolimanesh et al., \u003cspan citationid=\"CR60\" class=\"CitationRef\"\u003e2021\u003c/span\u003e; Paul \u0026amp; Roy, \u003cspan citationid=\"CR54\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). It has been investigated with destinations and has effect on behavioral intention(Rasoolimanesh et al., \u003cspan citationid=\"CR61\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Rasoolimanesh, Khoo-Lattimore, et al., \u003cspan citationid=\"CR60\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). Walking and observing neighborhoods, urban changes, residents' spatial behaviors, various cultural events, and heritage branding enable individuals to gain a deeper sense of the scale and rhythm of everyday life in the city (Svensson, \u003cspan citationid=\"CR72\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). However, previous studies have predominantly concentrated on tourist engagement within companies or online communities, leaving a gap in the exploration of destination-based Tourist Engagement (M. Zhou \u0026amp; Yu, \u003cspan citationid=\"CR89\" class=\"CitationRef\"\u003e2022\u003c/span\u003e), particularly in the context of unique leisure activities such as city walk.\u003c/p\u003e \u003cp\u003eH2. tourist engagement has a positive effect on behavioral intention in city walk.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec6\" class=\"Section2\"\u003e \u003ch2\u003e2.4 Authentic experience\u003c/h2\u003e \u003cp\u003eAuthenticity is one of the oldest and most debated concepts and popular topics in tourism studies(Rickly, \u003cspan citationid=\"CR63\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Atasoy \u0026amp; Eren, \u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e2023\u003c/span\u003e) with categories of types of authenticity of objective, constructive and existential. The objective authenticity refers to the authenticity of objects or events as realities(Atasoy \u0026amp; Eren, \u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). Constructive authenticity is considered as a socially constructed phenomenon that can be understood differently by individual tourist(Atasoy \u0026amp; Eren, \u003cspan citationid=\"CR4\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). Existential authenticity refers to a potential existential state of being that is to be activated by tourist activity(N. Wang, \u003cspan citationid=\"CR78\" class=\"CitationRef\"\u003e1999\u003c/span\u003e), which has been further suggested that \u0026ldquo;tourists might have authentic experiences without being in the presence of authentic sights\u0026rdquo;(Xu et al., \u003cspan citationid=\"CR83\" class=\"CitationRef\"\u003e2022\u003c/span\u003e).\u003c/p\u003e \u003cp\u003ePrevious studies have indicated that authenticity has effect on tourists\u0026rsquo; loyalty, satisfaction, behavioral intention on destination(Genc \u0026amp; Gulertekin Genc, \u003cspan citationid=\"CR21\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Prayag \u0026amp; Del Chiappa, \u003cspan citationid=\"CR58\" class=\"CitationRef\"\u003e2021\u003c/span\u003e; G. Zhou et al., \u003cspan citationid=\"CR88\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). For example, Javed \u0026amp; Awan, (\u003cspan citationid=\"CR30\" class=\"CitationRef\"\u003e2023\u003c/span\u003e) found that existential authenticity has positive impact on tourist\u0026rsquo;s behavioral intention.as city walk is a leisure activity that seeking for the authentic in urban area, existential authenticity might be one of the fundamental factors. However, as to our best knowledge, this exploration yet has been promoted.\u003c/p\u003e \u003cp\u003eH3. authenticity has a positive effect on behavioral intention in city walk.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec7\" class=\"Section2\"\u003e \u003ch2\u003e2.5 Memorable tourism experience\u003c/h2\u003e \u003cp\u003eA tourism experience constitutes a complex combination of subjective factors that shapes a tourist\u0026rsquo;s feelings and attitudes during their visit (Obradović et al., \u003cspan citationid=\"CR52\" class=\"CitationRef\"\u003e2023\u003c/span\u003e; Yin et al., \u003cspan citationid=\"CR85\" class=\"CitationRef\"\u003e2023\u003c/span\u003e). After the experience, the tourist stores information about it in their memory (Juliana et al., 2022), both positive and negative (C. Wang et al., \u003cspan citationid=\"CR77\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). However, tourists generally remember only a few fleeting moments of an entire trip (Anaya \u0026amp; Lehto, \u003cspan citationid=\"CR3\" class=\"CitationRef\"\u003e2023\u003c/span\u003e), which are then recalled to share with others and to make future travel decisions (Kim, \u003cspan citationid=\"CR36\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Yan \u0026amp; Halpenny, \u003cspan citationid=\"CR84\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). These recollections are known as memorable tourism experiences (MTEs).\u003c/p\u003e \u003cp\u003eScholars have emphasized the significance of connections between the body's senses, Memorable Tourism Experiences (MTEs), and behavioral intentions. It has been observed that sensory experiences can impact MTEs, potentially leading to positive behavioral intentions. A noteworthy example is in wine tourism, where individuals gain memorable experiences through observing, tasting, smelling, touching, and deciding on purchases (Brochado et al., \u003cspan citationid=\"CR8\" class=\"CitationRef\"\u003e2021\u003c/span\u003e), also hearing of the sounds of background in restaurant, stores, and music in concert will provides memorable experiences and lead to their behavioral intentions (Carissa et al., \u003cspan citationid=\"CR13\" class=\"CitationRef\"\u003e2020\u003c/span\u003e; Liu et al., \u003cspan citationid=\"CR45\" class=\"CitationRef\"\u003e2022\u003c/span\u003e), as well as the application with high technology(Windasari et al., \u003cspan citationid=\"CR79\" class=\"CitationRef\"\u003e2022\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eAlthough tourism experiences have been researched for about two decades (Hosany et al., \u003cspan citationid=\"CR27\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Brochado et al., \u003cspan citationid=\"CR7\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Hosseini et al., \u003cspan citationid=\"CR28\" class=\"CitationRef\"\u003e2021\u003c/span\u003e), scholars have only just started integrating the concept of personal memory into tourism (Jorgenson et al., \u003cspan citationid=\"CR31\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). As such, the decisive factors and mechanisms influencing MTE research remain unclear (Yin et al., \u003cspan citationid=\"CR85\" class=\"CitationRef\"\u003e2023\u003c/span\u003e), especially with different contexts.\u003c/p\u003e \u003cp\u003eH4. Sensory experience has a positive effect on MTEs in the city walk.\u003c/p\u003e \u003cp\u003eH5. Visitor engagement has a positive effect on MTEs in the city walk.\u003c/p\u003e \u003cp\u003eH6. Existential authenticity has a positive effect on MTEs in the city walk.\u003c/p\u003e \u003cp\u003eH7. MTEs has positive effect on sensory experience towards behavioral intention in city walk.\u003c/p\u003e \u003cp\u003eH8. MTEs has positive effect on visitor engagement towards behavioral intention in city walk.\u003c/p\u003e \u003cp\u003eH9. MTEs has positive effect on existential authenticity toward behavioral intention in city walk.\u003c/p\u003e \u003cp\u003eH10. MTEs has positive effect on existential authenticity toward behavioral intention in city walk.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec8\" class=\"Section2\"\u003e \u003ch2\u003e2.7 Risk perception\u003c/h2\u003e \u003cp\u003eThe traveling decision making of tourist might be affected by their risk perception while people pay more attention to travel safety and travel risk (Cui et al., \u003cspan citationid=\"CR17\" class=\"CitationRef\"\u003e2016\u003c/span\u003e). People tend to protect themselves more when faced with unknown situations, thereby perceiving fewer risks associated with tourism experiences. (Lopes et al., \u003cspan citationid=\"CR46\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). For example, European tourists generally prefer to travel to destinations considered safe and secure, free from natural disasters, political instability, and terrorist attacks(Khasawneh \u0026amp; Alfandi, \u003cspan citationid=\"CR33\" class=\"CitationRef\"\u003e2019\u003c/span\u003e). Nevertheless, the adjustments in travel behavior in response to risk perceptions do not indicate a diminished significance of tourism in people's lives. (Gonz\u0026aacute;lez-Revert\u0026eacute; et al., \u003cspan citationid=\"CR23\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). For instance, tourists are seeking specific measures to safeguard their health and well-being during holiday travel. in the post -covid 19 era(Tajeddini et al., \u003cspan citationid=\"CR73\" class=\"CitationRef\"\u003e2021\u003c/span\u003e; Zopiatis et al., \u003cspan citationid=\"CR90\" class=\"CitationRef\"\u003e2021\u003c/span\u003e). Additionally, gender differences contribute to varying risk perceptions, and these differences have an impact on individuals' behavioral intentions (Carballo et al., \u003cspan citationid=\"CR12\" class=\"CitationRef\"\u003e2022\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eEven though research on risk perception has attracted scholars\u0026rsquo; attention in the context of tourism, hospitality, with variety dimensions, and have mentioned that tourism risk perception has effect on tourists\u0026rsquo; destination image, tourism experience and behavioral intention(Carballo et al., \u003cspan citationid=\"CR12\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Gonz\u0026aacute;lez-Revert\u0026eacute; et al., \u003cspan citationid=\"CR23\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Lopes et al., \u003cspan citationid=\"CR46\" class=\"CitationRef\"\u003e2021\u003c/span\u003e; Susanti et al., \u003cspan citationid=\"CR71\" class=\"CitationRef\"\u003e2023\u003c/span\u003e)tourism risk perception in city walk yet been explored.\u003c/p\u003e \u003cp\u003eH11. The risk perception plays a moderating role between MTEs and behavioral intention in city walk.\u003c/p\u003e \u003c/div\u003e"},{"header":"3. Method","content":"\u003cdiv id=\"Sec10\" class=\"Section2\"\u003e \u003ch2\u003e3.1 Instrument\u003c/h2\u003e \u003cp\u003eThe proposed model was measured using scales from prior studies with quantitative data based on a questionnaire with two separate parts of demographic and multiple-item scales. sensory experience was measured using 20 items with five dimensions sight, sounds, taste, smell, touch (Stone et al., \u003cspan citationid=\"CR70\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Xiang \u0026amp; Qiao, \u003cspan citationid=\"CR82\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; C. R. Liu et al., \u003cspan citationid=\"CR45\" class=\"CitationRef\"\u003e2022\u003c/span\u003e). Visitor engagement was adapted from (Bryce et al., \u003cspan citationid=\"CR9\" class=\"CitationRef\"\u003e2014\u003c/span\u003e; Babak Taheri, \u003cspan citationid=\"CR5\" class=\"CitationRef\"\u003e2014\u003c/span\u003e) 8 items with a sample item: \u0026ldquo;Using guided tour\u0026rdquo;. Memorable tourism experience with 5 items (Kim, \u003cspan citationid=\"CR35\" class=\"CitationRef\"\u003e2018\u003c/span\u003e) with a sample item:\u0026rdquo; I really enjoyed this tourism experience.\u0026rdquo; 4 items for behavioral intention (Loureiro, \u003cspan citationid=\"CR47\" class=\"CitationRef\"\u003e2014\u003c/span\u003e), and 5 times of perceived risk (X. Chen et al., \u003cspan citationid=\"CR15\" class=\"CitationRef\"\u003e2020\u003c/span\u003e) with a sample item:\u0026rdquo; I worried about crime (theft, pickpockets, robbery) and terrorism.\u0026rdquo; In this study, 5-point scale was used from 1 to 5, 1\u0026thinsp;=\u0026thinsp;strongly disagree, 5\u0026thinsp;=\u0026thinsp;strongly agree. The research is strictly accordance with the relevant contents of the approval form and strictly abide by the national laws and relevant regulations, while protecting the health, rights and privacy of the research subjects. All the methods were performed in accordance with relevant guidelines and regulations.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec11\" class=\"Section2\"\u003e \u003ch2\u003e3.2 Study setting and sample.\u003c/h2\u003e \u003cp\u003eThe present study was conducted on tourist to the city walk in Malaysia, a country with rich tourism resources, offering a diverse range of attractions with multiple tourism resources range from beach, forest, hospitality, city tour appeal to a wide variety of travelers based on its advantage of geography location and rich tourism service. According to the Malaysia tourism key performance indicators 2022, 16.4% visitors came to Malaysia for purpose of holiday/leisure/relaxation/getting away. 29.9% for shopping. Otherwise, Malaysia also holds annual city-walk events of City Day and encourage people to join and enjoy. Tourism plays a crucial role in the economic life of Kuala Lumpur, contributing significantly to income generation, employment, and the expansion of business opportunities. (Ujang \u0026amp; Muslim, \u003cspan citationid=\"CR76\" class=\"CitationRef\"\u003e2015\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eThe population of this study aims to Chinese tourism in Malaysia\u0026rsquo;s cities, such as Kuala Lumpur, Penang, Kuching, Malacca, Ipoh, which are famous cities in Malaysia with rich history and multiple culture. An expert panel with two academicians was undertaken to review the survey to ensure the survey\u0026rsquo;s validity. Based on the panel\u0026rsquo;s feedback, minor wording changes were made. pre-tests and pilot tests were conducted to ensure the validity and reliability of the questionnaire. During these tests, all items were assessed for their relevance to the variables mentioned above. No items were deemed irrelevant or deleted from the questionnaire.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec12\" class=\"Section2\"\u003e \u003ch2\u003e3.3 Data collection and analysis\u003c/h2\u003e \u003cp\u003eQuestionnaires were distributed face to face and online from 14 to 30 in November 2023. Face to face data collection were processed in KLCC and some Campus in Kuala Lumpur which is the top 100 tourism cities in the in the world and famous tourism city in Asia according to the report from WTTF, 2023, and the Credamo is the online platform. The respondent offline aims to the Chines tourists in Malaysia, and online survey was used to collect form the ones who already back China. As a result, 349 individuals participated the survey, 187 respondents online and 162 collected offline by face to face. 43 responses were eliminated for the same option for all questions or with unnormal time for filling the survey. 306 responses were finally be used as the analysis data base.\u003c/p\u003e \u003cp\u003eThe Windows software SPSS 26.0, along with Smart-PLS 3.8, was utilized for data cleaning and analysis. SPSS offers a user-friendly platform for statistical analysis in social science and behavioral research (Yockey, \u003cspan citationid=\"CR86\" class=\"CitationRef\"\u003e2017\u003c/span\u003e). PLS-SEM conducts analyses on latent constructs (unobserved) as well as manifest variables (observed) within the framework of structural equation modeling (J. F. Hair et al., \u003cspan citationid=\"CR25\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Memon et al., \u003cspan citationid=\"CR49\" class=\"CitationRef\"\u003e2021\u003c/span\u003e; Sarstedt et al., \u003cspan citationid=\"CR67\" class=\"CitationRef\"\u003e2020\u003c/span\u003e).\u003c/p\u003e \u003c/div\u003e"},{"header":"4. Result","content":"\u003cdiv id=\"Sec14\" class=\"Section2\"\u003e \u003ch2\u003e4.1 Demographic characteristics of sample.\u003c/h2\u003e \u003cp\u003e276 out of 349 respondents of Chinese tourists are applied as the data base for the study, 39.9% are males and 60.1% of female. Students (31.2%) are the highest proportion of the occupation distribution, and be followed by management (23.2%), professional (19.6%), and technical worker. 36.2% respondents of Chinese are current living in Malaysia while 63.3% are in China now. 48.2% of tourists has travel experience in the destination before, and Kuala Lumpur is and almost attractive destination for city walk with the highest proportion of 70.7 than other cities. According to the survey, tourist for city walk more popular in youth groups (the mean data for age is about 33 years old) with high level of education of College, Graduate school. For majority of Chinese tourists who have city walk experience in Malaysia are with high economic incomes, 50% of monthly income are above 7000 RMB.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec15\" class=\"Section2\"\u003e \u003ch2\u003e4.2 Assessment of the model using partial least squares-structural equation modeling\u003c/h2\u003e \u003cp\u003eThe conceptual framework of this study contains six reflective constructs, namely sensory experience, visitor engagement, authenticity, memorable tourism experience, behavioral intention. to assess measurement model, the loadings of items of each constructs were evaluated, along with factor loadings, composite reliability (CR), Cronbach\u0026rsquo;s alpha and, average variance explained (AVE)(J. Hair et al., \u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e2017\u003c/span\u003e; J. F. Hair et al., \u003cspan citationid=\"CR25\" class=\"CitationRef\"\u003e2019\u003c/span\u003e, \u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e2020\u003c/span\u003e) were assessed to ensure construct\u0026rsquo; reliability and validity. As shown in Table\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e, CR, Cronbach\u0026rsquo;s alpha scores and factor loadings were above the recommended threshold and the AVE was within the suggested values above 0.5(J. F. Hair et al., \u003cspan citationid=\"CR24\" class=\"CitationRef\"\u003e2020\u003c/span\u003e). except sensory experience, 0.438\u0026thinsp;\u0026lt;\u0026thinsp;0.5, Visitor engagement, 0.436\u0026thinsp;\u0026lt;\u0026thinsp;0.5 (Fornell \u0026amp; f. larcke, 1981). according to prior studies, if the AVE between 0.4 and 0.5, while CR value above 0.7, the AVE also be accepted(Fornell \u0026amp; f. larcke, 1981; Lam, \u003cspan citationid=\"CR41\" class=\"CitationRef\"\u003e2012\u003c/span\u003e).\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab1\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 1\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eMeasurement Model\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"6\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eMeasurement Items\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colspan=\"2\" nameend=\"c3\" namest=\"c2\"\u003e \u003cp\u003eFactor loadings\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eCronbach's Alpha\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eCR\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\" morerows=\"1\" rowspan=\"2\"\u003e \u003cp\u003eAVE\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eBefore\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eafter\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAuthenticity\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.653\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.812\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.590\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAU1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.744\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.743\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAU2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.767\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.767\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAU3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.792\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.792\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBehavioral intention\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.801\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.882\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.714\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBI1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.829\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.828\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBI2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.846\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.846\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBI3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.860\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.861\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMTES\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.804\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.863\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.559\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMTE1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.768\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.772\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMTE2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.807\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.807\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMTE3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.771\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.772\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMTE4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.725\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.723\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMTE5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.661\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.658\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePerceived Risk\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.907\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.930\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.728\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePR1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.881\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.881\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePR2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.869\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.869\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePR3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.859\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.859\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePR4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.872\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.872\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePR5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.781\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.781\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSensory experience\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.839\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.875\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.438\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSSI1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.578\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.621\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSSI2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.657\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.695\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSSI3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.622\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.672\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSSI4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.498\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eD\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSSI5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.571\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eD\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSSM1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.639\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.651\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSSM2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.588\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eD\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSSM3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.625\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eD\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSSO1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.547\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.646\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSSO2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.344\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eD\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSSO3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.652\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.713\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSSO4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.536\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eD\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSTA1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.651\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.673\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSTA2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.543\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eD\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSTA3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.592\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eD\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSTA4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.615\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eD\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSTO1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.505\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eD\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSTO2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.586\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eD\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSTO3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.592\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.617\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSTO4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.621\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.659\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVisitor engagement\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.804\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.856\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.461\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVE1\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.541\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003eD\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVE2\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.646\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.653\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVE3\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.720\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.720\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVE4\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.710\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.707\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVE5\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.632\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.628\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVE6\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.598\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.620\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVE7\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.694\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.697\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVE8\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.712\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e \u003cp\u003e0.719\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"6\"\u003eNote: AU\u0026thinsp;=\u0026thinsp;authenticity, SE\u0026thinsp;=\u0026thinsp;sensory experience, Mod\u0026thinsp;=\u0026thinsp;moderate effect, PR\u0026thinsp;=\u0026thinsp;perceived risk, MTEs\u0026thinsp;=\u0026thinsp;memorable tourism experiences, VE\u0026thinsp;=\u0026thinsp;visitor engagement, BI\u0026thinsp;=\u0026thinsp;behavioral intention, CR\u0026thinsp;=\u0026thinsp;composite reliability, AVE\u0026thinsp;=\u0026thinsp;average variance\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab1\" class=\"InternalRef\"\u003e1\u003c/span\u003e. Measurement Model\u003c/p\u003e \u003cp\u003eDiscriminant validity was measured after determining the convergent validity using the traditional Heterotrait Ratio (HTMT) which should be below 0.85(J. Hair et al., \u003cspan citationid=\"CR26\" class=\"CitationRef\"\u003e2017\u003c/span\u003e; J. F. Hair et al., \u003cspan citationid=\"CR25\" class=\"CitationRef\"\u003e2019\u003c/span\u003e), and in social studies above 0.85 and below 0.9 is also acceptable. Table\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e shows that majority of HTMT values are below 0.9. except 0.918\u0026thinsp;\u0026gt;\u0026thinsp;0.9 after deleted unsignificant items. Then, checked with Fornell-Larcker Criterion (Table\u0026nbsp;\u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e) and Cross loadings, which both show the convergent and discriminant validity were significant.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab2\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 2\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eDiscriminant validity (Heterotrait-Monotrait ratio)\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"8\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c8\" colnum=\"8\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAU\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAU\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eBI\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eMTES\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eMod PR_MTEs_BI\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003ePR\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSE\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c8\"\u003e \u003cp\u003eVE\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAU\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c2\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.652\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMTES\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e\u003cb\u003e0.918\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.684\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMod PR_MTEs_BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.213\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.223\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.441\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePR\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.212\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.300\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.186\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.267\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSE\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.828\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.767\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.767\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.142\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.286\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVE\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.885\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.489\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.600\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.129\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.281\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c7\"\u003e \u003cp\u003e0.739\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"8\"\u003eNote: AU\u0026thinsp;=\u0026thinsp;authenticity, SE\u0026thinsp;=\u0026thinsp;sensory experience, Mod\u0026thinsp;=\u0026thinsp;moderate effect, PR\u0026thinsp;=\u0026thinsp;perceived risk, MTEs\u0026thinsp;=\u0026thinsp;memorable tourism experiences, VE\u0026thinsp;=\u0026thinsp;visitor engagement, BI\u0026thinsp;=\u0026thinsp;behavioral intention.\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab3\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 3\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eFornell-Larcker Criterion\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"8\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c7\" colnum=\"7\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c8\" colnum=\"8\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAU\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eAU\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eBI\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eMTES\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eMod PR\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003ePR\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c7\"\u003e \u003cp\u003eSE\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c8\"\u003e \u003cp\u003eVE\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAU\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.768\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c3\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eBI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.477\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.845\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c4\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMTES\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.674\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.567\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.748\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c5\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMod PR\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.175\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.196\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.396\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e1.000\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePR\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e-0.169\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e-0.267\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e-0.168\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.251\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.853\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c7\"\u003e\u0026nbsp;\u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSE\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.622\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.640\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.643\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.129\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e-0.250\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c7\"\u003e \u003cp\u003e0.662\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVE\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.648\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.400\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.493\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e-0.026\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e-0.246\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c7\"\u003e \u003cp\u003e0.610\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c8\"\u003e\u0026nbsp;\u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"8\"\u003eNote: AU\u0026thinsp;=\u0026thinsp;authenticity, SE\u0026thinsp;=\u0026thinsp;sensory experience, Mod\u0026thinsp;=\u0026thinsp;moderate effect, PR\u0026thinsp;=\u0026thinsp;perceived risk, MTEs\u0026thinsp;=\u0026thinsp;memorable tourism experiences, VE\u0026thinsp;=\u0026thinsp;visitor engagement, BI\u0026thinsp;=\u0026thinsp;behavioral intention.\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab2\" class=\"InternalRef\"\u003e2\u003c/span\u003e. Discriminant validity (Heterotrait-Monotrait ratio)\u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e. Fornell-Larcker Criterion\u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e4\u003c/span\u003e show the results of hypothesis testing. The results can support the significant effects of sensory experience(H1), visitor engagement(H2), authenticity (H3) on behavioral intention. The second set of hypotheses in Table \u003cspan refid=\"Tab3\" class=\"InternalRef\"\u003e3\u003c/span\u003e show the direct effects of sensory experience(H4), visitor engagement(H5), authenticity(H6) on MTEs. the results show that, sensory experience and authenticity have positive effects on MTEs, while there are no significant direct effects between visitor engagement and MTEs (Table \u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e4\u003c/span\u003e). For the moderating effects of perceived risk on relationship between MTEs and behavioral intention is not support by the testing result. That means there is no effective moderating in the model. hypothesis H11 is not supported.\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab4\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 4\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eHypothesis testing\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"6\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eOriginal Sample (O)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eSample Mean (M)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eStandard Deviation (STDEV)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eT Statistics (|O/STDEV|)\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eP Values\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAU -\u0026gt; BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.037\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.032\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.078\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.468\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.640\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAU -\u0026gt; MTEs\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.463\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.460\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.073\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e6.360\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.000\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMTEs -\u0026gt;BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.210\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.208\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.094\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e2.229\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.026\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eMod PR_MTEs_BI -\u0026gt; BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.099\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.111\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.089\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e1.112\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.266\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003ePR-\u0026gt; BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e-0.141\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e-0.147\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.057\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e2.460\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.014\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSE -\u0026gt; BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.463\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.458\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.105\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e4.402\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.000\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSE -\u0026gt; MTEs\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.377\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.375\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.071\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e5.303\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.000\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVE -\u0026gt; BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e-0.043\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e-0.033\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.065\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.659\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.510\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVE -\u0026gt; MTEs\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e-0.037\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e-0.026\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.059\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.619\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c6\"\u003e \u003cp\u003e0.536\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"6\"\u003eNote: AU\u0026thinsp;=\u0026thinsp;authenticity, SE\u0026thinsp;=\u0026thinsp;sensory experience, Mod\u0026thinsp;=\u0026thinsp;moderate effect, PR\u0026thinsp;=\u0026thinsp;perceived risk, MTEs\u0026thinsp;=\u0026thinsp;memorable tourism experiences, VE\u0026thinsp;=\u0026thinsp;visitor engagement, BI\u0026thinsp;=\u0026thinsp;behavioral intention.\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab4\" class=\"InternalRef\"\u003e4\u003c/span\u003e. Hypothesis testing\u003c/p\u003e \u003cp\u003eMTEs has played a mediating role between sensory experience (H7), authenticity (H9) and behavioral intentions, and there is no mediation effect between visitor engagement(H8) and behavioral intention. The relationship between MTEs and behavioral intention is significant as well, as the result of hypothesis testing support this positive direct effect (Table \u003cspan refid=\"Tab5\" class=\"InternalRef\"\u003e5\u003c/span\u003e).\u003c/p\u003e \u003cp\u003e \u003cdiv class=\"gridtable\"\u003e\u003ctable float=\"Yes\" id=\"Tab5\" border=\"1\"\u003e \u003ccaption language=\"En\"\u003e \u003cdiv class=\"CaptionNumber\"\u003eTable 5\u003c/div\u003e \u003cdiv class=\"CaptionContent\"\u003e \u003cp\u003eMediating effects\u003c/p\u003e \u003c/div\u003e \u003c/caption\u003e \u003ccolgroup cols=\"6\"\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c1\" colnum=\"1\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c2\" colnum=\"2\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c3\" colnum=\"3\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c4\" colnum=\"4\"\u003e\u003c/div\u003e \u003cdiv align=\"char\" char=\".\" class=\"colspec\" colname=\"c5\" colnum=\"5\"\u003e\u003c/div\u003e \u003cdiv align=\"left\" class=\"colspec\" colname=\"c6\" colnum=\"6\"\u003e\u003c/div\u003e \u003cthead\u003e \u003ctr\u003e \u003cth align=\"left\" colname=\"c1\"\u003e\u0026nbsp;\u003c/th\u003e \u003cth align=\"left\" colname=\"c2\"\u003e \u003cp\u003eBeta β\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c3\"\u003e \u003cp\u003eStandard Deviation\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c4\"\u003e \u003cp\u003eT Statistics\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c5\"\u003e \u003cp\u003eP Values\u003c/p\u003e \u003c/th\u003e \u003cth align=\"left\" colname=\"c6\"\u003e \u003cp\u003eResult\u003c/p\u003e \u003c/th\u003e \u003c/tr\u003e \u003c/thead\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eVE -\u0026gt; MTES -\u0026gt; BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e-0.008\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.013\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e0.575\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.566\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eRejected\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eAU-\u0026gt; MTES -\u0026gt; BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.097\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.047\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e2.074\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.038\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd align=\"left\" colname=\"c1\"\u003e \u003cp\u003eSE-\u0026gt; MTES -\u0026gt; BI\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c2\"\u003e \u003cp\u003e0.079\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c3\"\u003e \u003cp\u003e0.040\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c4\"\u003e \u003cp\u003e1.961\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"char\" char=\".\" colname=\"c5\"\u003e \u003cp\u003e0.050\u003c/p\u003e \u003c/td\u003e \u003ctd align=\"left\" colname=\"c6\"\u003e \u003cp\u003eSupported\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e \u003c/colgroup\u003e \u003ctfoot\u003e \u003ctr\u003e\u003ctd colspan=\"6\"\u003eNote: AU\u0026thinsp;=\u0026thinsp;authenticity, SE\u0026thinsp;=\u0026thinsp;sensory experience, MTEs\u0026thinsp;=\u0026thinsp;memorable tourism experiences, VE\u0026thinsp;=\u0026thinsp;visitor engagement, BI\u0026thinsp;=\u0026thinsp;behavioral intention.\u003c/td\u003e\u003c/tr\u003e \u003c/tfoot\u003e \u003c/table\u003e\u003c/div\u003e \u003c/p\u003e \u003cp\u003eTable\u0026nbsp;\u003cspan refid=\"Tab5\" class=\"InternalRef\"\u003e5\u003c/span\u003e. Mediating effects\u003c/p\u003e \u003c/div\u003e"},{"header":"5. Discussion and conclusion","content":"\u003cp\u003eThis study aims to explore the factors influencing the behavioral intentions of Chinese tourists engaging in city walking experiences in Malaysia. The research investigates the mediating role of memorable tourism experiences and examines the moderating effects of perceived risk. This focus addresses a notable gap in theoretical understanding within the context of city walks, a prevalent travel trend among individuals. By offering a practical definition of city walking in the tourism context and conducting a quality study in Malaysia, a representative destination for South Asia tourism marketing, this research contributes to both theoretical development and practical knowledge. The findings of this study can significantly enhance our understanding of city walking behavior among Chinese tourists in Malaysia, ultimately filling crucial gaps in theoretical and practical research in the region.\u003c/p\u003e \u003cp\u003eThe results of symmetric PLS-SEM showed the significant effects of sensory experiences, authenticity, behavioral intention either directly or indirectly consistent with previous studies. Visitor engagement neither shows positive effects on MTEs, nor behavioral intention. The important of memorable tourism between sensory experience, authenticity and behavioral intention indicates that travelers with higher levels of embodiment in city walk would lead to positive behavioral intention. as well as memorable tourism experience which has high relationship with behavioral intention. that means, travelers who has better experience of sensory, and authenticity in city walk destination could lead to high quality of behavioral intention of Word of mouth, recommendation, and revisit intention in the future. the result is like previous studies, for example S. Lee \u0026amp; Min, (\u003cspan citationid=\"CR42\" class=\"CitationRef\"\u003e2022\u003c/span\u003e) informed that sensory experiences affect individuals\u0026rsquo; judgement and behavior. W\u0026ouml;rfel et al., (\u003cspan citationid=\"CR81\" class=\"CitationRef\"\u003e2022\u003c/span\u003e) found that sensory experience profoundly impacts consumer cognition and behavior. Javed \u0026amp; Awan, (\u003cspan citationid=\"CR30\" class=\"CitationRef\"\u003e2023\u003c/span\u003e) explore the role of market mavens for young tourists and existential authenticity for young tourists\u0026rsquo; co-experience which determines their future behavioral intention. However, in this study, visitor engagement shows no effects both on MTEs and behavioral intention, which is different with most prior studies, for instance, Alrawadieh et al., (\u003cspan citationid=\"CR2\" class=\"CitationRef\"\u003e2019\u003c/span\u003e) investigated that visitor engagement positive affects destination loyalty which highly relevant to behavioral intention. H. Chen \u0026amp; Rahman, (\u003cspan citationid=\"CR14\" class=\"CitationRef\"\u003e2018\u003c/span\u003e) claimed that visitor engagement has positive effect on MTEs. the reason why visitor engagement has no effect on both MTEs and behavioral intention may caused by the rapid development of technology of social media guidance, big data, etc., which provide variety of information for tourists making decision easily. Also, may be due to travel trends without any plans or schedules for free tourism.\u003c/p\u003e \u003cp\u003eFor the mediation role of MTEs, the PLS-SEM investigates that MTEs played mediating roles between sensory experiences, authenticity, and behavioral intention. tourists with high level of sensory experience and authentic experience will form positive memorable tourism experiences and then lead to the behavioral intention. the result is similar with prior studies such as digital tourism experience, gastronomic experience, embodied cognition of senior tourist(Huang et al., \u003cspan citationid=\"CR29\" class=\"CitationRef\"\u003e2022\u003c/span\u003e; Sthapit, \u003cspan citationid=\"CR68\" class=\"CitationRef\"\u003e2019\u003c/span\u003e; Windasari et al., \u003cspan citationid=\"CR79\" class=\"CitationRef\"\u003e2022\u003c/span\u003e) and so on. the previous studies confirmed the mediating role of MTEs in variety of cases studies. However, there is not mediation relationship between visitor engagement and behavioral intention in city walk in Malaysia according to the study, which is different with prior studies. Mel\u0026oacute;n et al., (\u003cspan citationid=\"CR48\" class=\"CitationRef\"\u003e2021\u003c/span\u003e) considered visitor engagement as antecedent of MTEs, and lead to behavioral intention in a Spanish case study. Rasoolimanesh, Seyfi, et al., (\u003cspan citationid=\"CR62\" class=\"CitationRef\"\u003e2021\u003c/span\u003e) investigated the mediating role MTEs between visitor engagement, authenticity, destination image and behavioral intention. As youth group more tend to city walk for its free experience, travel in urban spaces may need less support from external environment and tourists tend to create unique experience by themselves without too much assistance. It may lead policymakers to innovate productions of city walk and provide tourists more attractive and interactive experiences with new paths, for example, combination with AI, big data, social media, and even some technical and professional equipment for city walk.\u003c/p\u003e \u003cp\u003eDifferent with previous studies that mentioned perceived risk has effects on travel decision making. This study investigates that perceived risk has not moderation effects on behavioral intention. According to the survey, only a few parts of respondents care about the risk of environmental safety, valuable consumption, and other factors. it may be reason city walk is freer for individuals to follow their hearts to travel in new styles. And most of the tourists were influence by bandwagon effects of others\u0026rsquo; sharing on social media, recommendation with reliable information. Another reason is tourist themselves. according to the survey, nearly 40 percent of tourists have experience of city walk in same destination before, they do their traveling more based on prior experiences. In other words, before they go to city walk in some city, they have already obtained large information about there through variety channels. The third reason may be due to city walk itself, different with traditional types, city walk is multiple experience with leisure activities, commercial consumption, and subjective experience. that mean release the risk perceive.\u003c/p\u003e"},{"header":"6. Concluton","content":"\u003cdiv id=\"Sec18\" class=\"Section2\"\u003e \u003ch2\u003e6.1 theoretical contributions\u003c/h2\u003e \u003cp\u003eThis study seeks to establish a precise definition of \"City walk\" within the framework of tourism. Given the absence of a definitive definition in the existing literature, the research endeavors to construct a theoretical definition of City walk. This theoretical framework is shaped by an analysis of characteristics found in diverse reports, historical conceptions, and the inherent aspects of the tourism experience. The objective is to lay a solid theoretical foundation for future studies on City walk, providing clarity and direction to the exploration of this concept in the context of tourism.\u003c/p\u003e \u003cp\u003eSecondly, this study integrates Partial Least Squares Structural Equation Modeling (PLS-SEM) with a novel conceptual framework to delve into the internal relationships between factors. The results generated by this research contribute to theoretical enrichment within a new research context. Notably, it marks the inaugural application of embodiment theory, self-determination theory, and authentic theory in the context of city walks.\u003c/p\u003e \u003cp\u003eIn this study, sensory experiences, visitor engagement, and authenticity are identified as key components of embodied cognition, shedding light on the intricate interaction between the body and the exploration of relationships between embodied cognition and behavioral intention. Furthermore, the research extends the theoretical application of Multisensory Tourism Experiences (MTEs) within the domain of city walks. Given the rising popularity of city walks among contemporary travelers, investigating the formation mechanism for MTEs enhances our understanding of this emerging trend. This study thus contributes to a deeper theoretical understanding of city walks and their evolving role in contemporary tourism.\u003c/p\u003e \u003cp\u003eThirdly, this study examines and emphasizes the mediating role of Multisensory Tourism Experiences (MTEs) in the impact of embodied cognition components on behavioral intention. Additionally, it investigates the often-overlooked moderating effects of perceived risk on behavioral intention, contributing a novel theoretical dimension to the existing literature. While previous research has identified the mediating role of MTEs between visitor engagement and behavioral intention and acknowledged the influence of perceived risk on tourists' behavioral intention, this study introduces a fresh perspective within the specific context of city walks. By delving into the nuanced dynamics of MTEs and perceived risk, the research expands the theoretical understanding of how these factors interplay in shaping behavioral intentions in the context of city walks.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec19\" class=\"Section2\"\u003e \u003ch2\u003e6.2 Practical contributions.\u003c/h2\u003e \u003cp\u003eThis study has several practical implications. The findings provide a useful framework for destinations wishing to establish or improve attractiveness to city walk tourists in the city which will benefits to the city tourism industry development and promote the competitive advantage in a sustainable way. As city has already been major tourism destination and tourists tend explore more interesting experiences by themselves, this study provides destination marketing organizations to realize the requirements of current tourists which focusing on embodied experiences of individual and promote their advantage and disadvantage in competitions. For example, for Chinese tourists, Malaysia is a very interesting place to visit with variety of sensory experiences, however few tourists have limited express on local sound and foods, some may be due to the less opportunity to test in city areas, or some may cause by the barriers in language or efficient information. In this study, compared with sensory experiences, authenticity which have positive effect on MTEs, visitor engagement shows less effect. Majority of tourists they haven\u0026rsquo;t used the interactive panel, played with materials such as toys, jigsaw puzzle and quizzes, that may lead to low engagement while they are participating in city walk in Maylasia. Hence, for some famous routes, a higher supply for visitor engagement both in material and in material is necessary, also it is a part of smart city tourism foundation.\u003c/p\u003e \u003cp\u003eThis study provides an overview of the influencing factors of city walk in Malaysia to policymakers. As city walk is becoming a new travel in Asia areas, especially for Chinese youth groups. Provide an effective measurement both on policy and action is possible. For example, constructing a friendly city walk destination supply in infrastructure, promoting the city image for city walk, encouraging more functional investigation in city walk with high quality and interactive constructions with better engagement. Also. most of tourists show less perceived risk on city walk in Malaysia provide a good expression of Malaysia tourism, that will be an advantage for local city tour development. A supportable environment with safe, comfortable, and interesting urban walking trips would lead to walkable city tourism. The tourists who engaged in walking and when and where can be differentiated by age, gender, ethnicity, and socio-economic status(Svensson, \u003cspan citationid=\"CR72\" class=\"CitationRef\"\u003e2021\u003c/span\u003e).\u003c/p\u003e \u003cp\u003eFor individual, this study admired that, city walk is becoming more popular, and Malaysia is one of the best city tour destinations with low risk and high quality of experience. The high embodied experience in city walk would lead to better memory and attracts people to come and repeat visit. Otherwise, this study also presents the shortage of engagement of City walk in Malaysia which should be paid attention for future visit.\u003c/p\u003e \u003c/div\u003e \u003cdiv id=\"Sec20\" class=\"Section2\"\u003e \u003ch2\u003e6.3 Limitations and directions of future research\u003c/h2\u003e \u003cp\u003eThe study possesses several limitations that open avenues for future research. Firstly, the methodology employed relies on quantitative research using dimensions and items borrowed from previous studies. While this approach provides valuable insights, it may not comprehensively explore the issue at hand. Future studies could enhance the study's credibility by employing a mixed-methods approach.\u003c/p\u003e \u003cp\u003eSecondly, approximately half of the data collection for the questionnaire was conducted through online surveys, targeting Chinese tourists who have already visited Malaysia and returned to China. Although online surveys offer a broad reach, face-to-face surveys could yield more accurate results and provide efficient real-time explanations. In subsequent research, the inclusion of face-to-face surveys should be given careful consideration. Also, the use of the online survey platform for data collection requires the implementation of effective measurement strategies.\u003c/p\u003e \u003cp\u003eFinally, from the perspective of city walk research, as a burgeoning travel trend, future studies should broaden their scope by considering various dimensions and factors. The inclusion of rich theories and models will contribute to a more comprehensive understanding of city walk experiences.\u003c/p\u003e \u003cp\u003eOverall, as a travel trend of tourism, the intrinsic of city walk should be paid attention to and step further exploration in future study.\u003c/p\u003e \u003cp\u003eStatement: All authors disclosed no relevant relationships. The research was obtained from all subjects and/or their legal guardian(s). All methods were carried out in accordance with relevant guidelines and regulations which were approved by a Anyang University.\u003c/p\u003e \u003c/div\u003e"},{"header":"Declarations","content":"\u003cp\u003eAll authors disclosed no relevant relationships. The research was obtained from all subjects and/or their legal guardian(s). All methods were carried out in accordance with relevant guidelines and regulations which were approved by a Anyang University.\u003c/p\u003e\n\u003cp\u003eAcknowledgement: Wang Zhenbin: Conceptualization, methodology, formal analysis, writing-original draught. Zhang hui: review, editing. Cao Chaoyi: software, data collection, validation.\u003c/p\u003e\n\u003cp\u003eEthics statements:\u003cbr\u003e\u0026nbsp;All methods were carried out in accordance with relevant guidelines and regulations.\u003c/p\u003e\n\u003cp\u003eAll experimental protocols were approved by a Anyang University.\u003c/p\u003e\n\u003cp\u003eThe informed consent was obtained from all subjects and/or their legal guardian(s).\u003c/p\u003e\n\u003cp\u003eData availability statement:\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eAll data generated or analysed during this study are included in this published article [and its supplementary information files].\u003c/p\u003e"},{"header":"References","content":"\u003col\u003e\u003cli\u003e\u003cspan\u003eAl Rasyid, A. (2022). The Influence of City Image Elements on Place Attachments in the Braga Street Area, Bandung City. 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Journal of Hospitality and Tourism Management, \u003cem\u003e48\u003c/em\u003e(June), 275\u0026ndash;279. \u003cspan class=\"ExternalRef\"\u003e\u003cspan class=\"RefSource\"\u003ehttps://doi.org/10.1016/j.jhtm.2021.07.002\u003c/span\u003e\u003cspan address=\"10.1016/j.jhtm.2021.07.002\" targettype=\"DOI\" class=\"RefTarget\"\u003e\u003c/span\u003e\u003c/span\u003e\u003c/span\u003e\u003c/li\u003e\u003c/ol\u003e"}],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":true,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":true,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":false,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":false,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true},"keywords":"City walk, Influencing factors, Behavioral intention, Chinese tourist, Malaysia SEM-PLS ","lastPublishedDoi":"10.21203/rs.3.rs-3938172/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-3938172/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eThe study aims to fill the gaps in theoretical studies of the new travel trend of city walk in Malaysia from the perspective of embodiment with factors of sensory experience, visitor engagement, authenticity, and behavioral intention. Memorable tourism experiences and perceived risk are mediators and moderators between embodied cognition and behavioral intention, MTEs, and behavioral intention. Chinese tourists who are the major international tourist in Malaysia were taken into the investigation. The results show that sensory experience and existential authenticity have a positive effect on behavioral intention, MTEs play a mediating role in the relationships of sensory experience, authenticity, and behavioral intention. there is no significant mediation effect between visitor engagement and behavioral intention through MTEs. Perceived risk also shows no significant moderating effect on behavioral intention in city walk in Malaysia. This study provides new conceptual frameworks and research perspectives on City walk in Malaysia with theoretical and practical contributions leading to further study and city tour development practices.\u003c/p\u003e","manuscriptTitle":"The influencing factors of tourists’ behavioral intention in City walk in Malaysia","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2024-02-23 07:07:18","doi":"10.21203/rs.3.rs-3938172/v1","editorialEvents":[{"type":"communityComments","content":0}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"researchsquare","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":true,"externalIdentity":"","sideBox":"","snPcode":"","submissionUrl":"/submission","title":"Research Square","twitterHandle":"researchsquare","acdcEnabled":true,"dfaEnabled":false,"editorialSystem":"","reportingPortfolio":"","inReviewEnabled":false,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"72abd2a5-346a-43be-bf45-b4a03cc69d8e","owner":[],"postedDate":"February 23rd, 2024","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"posted","subjectAreas":[{"id":28886089,"name":"Biological sciences/Psychology"},{"id":28886090,"name":"Earth and environmental sciences/Environmental social sciences"}],"tags":[],"updatedAt":"2024-04-04T18:24:38+00:00","versionOfRecord":[],"versionCreatedAt":"2024-02-23 07:07:18","video":"","vorDoi":"","vorDoiUrl":"","workflowStages":[]},"version":"v1","identity":"rs-3938172","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-3938172","identity":"rs-3938172","version":["v1"]},"buildId":"qtupq5eGEP_6zYnWcrvyt","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}