The Influence of Walking Tour Motivation on Value, Attitude, and Behavioral Intention

This study aims to examine the influence of walking tourism motivation on tourists’ perceived value, attitude, and behavioral intention in the context of modern society characterized by digital overload and daily stress. A survey was conducted with 296 visitors to major walking tourism sites in Busan, and the data were analyzed using confirmatory factor analysis and structural equation modeling. The results indicate that walking tourism motivations—including escape, family-oriented, healing, and nature-experience—positively affect tourists’ value perception, with nature-experience showing the strongest effect. In addition, value perception significantly contributes to the formation of positive attitudes, which in turn serve as a critical predictor of behavioral intention. These findings suggest that walking tourism not only provides leisure activities but also enhances value perception, promotes psychological recovery, emotional stability, health improvement, and self-reflection, thereby contributing to improvements in individual quality of life and positive behavioral changes. The study extends the theoretical framework of tourism behavior by empirically verifying the psychological pathway of motivation-value-attitude-behavioral intention, and offers practical implications for the development of sustainable walking tourism resources and strategies.