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This study explores the use of sustainable tourism as a tool for the regeneration and "greening" of urban areas. It is based on evidence from the revitalization of the Cheonggyecheon stream district in downtown Seoul, a process that emphasized nature conservation and recreational opportunities. The purpose of this study is to examine the impact of environmental cues on emotion, satisfaction, loyalty, and support for the revitalized Cheonggyecheon stream district by applying a stimulus-organismresponse framework. We conducted an on-site survey on visitors to Cheonggyecheon during November 2010. The results indicated that environmental cues from the revitalization arouse positive emotions that lead to visitor satisfaction and loyalty, which, in turn, bring about strong support for the stream and further tourism development. Structure and ambiance affected both positive emotion and satisfaction. Visitors appreciated not only nature, but also man-made facilities (e.g. culture center, artificial waterfall, fountain, artwork, stepping stones, lighting, signage, and nightly laser show) that aroused positive emotion and satisfaction. A strong case is made for long-term and holistic planning to maintain the natural and man-made surroundings of Cheonggyecheon in order for it to remain popular with visitors and residents. Discussions and implications are drawn from the findings.

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