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

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.