How do perceived design factors relate to user evaluations of multicultural commercial streets? Evidence from three sites in South Korea

Evaluating the design of multicultural commercial streets extends beyond assessing cultural symbols; it also requires understanding how users perceive place through the physical environment, cultural symbolism, and digital communication. This study examined the Ansan Multicultural Special Zone, Daerim Central Market in Seoul, and Incheon Chinatown. A theory-guided observed-variable path model was developed using five perceived design factors: Convenience (CO), Social Recognition and Sharing (SO), Aesthetic (AE), Symbolism (SY), and Trendiness (TR). All 142 participants evaluated all three sites. Data were analyzed using descriptive statistics, Pearson correlations, repeated-measures ANOVA, site-specific path models, and linear mixed-effects models. Incheon Chinatown received higher ratings on most factors. Five paths—AE → SY, AE → TR, AE → CO, SY → TR, and TR→SO—were significant at all three sites, with no significant cross-site differences. The SY→SO path was not significant in Ansan, suggesting that cultural symbolism was not directly associated with ratings of Social Recognition and Sharing at this policy-designated site. SO→CO showed evidence of cross-site variation, with the strongest association observed at Daerim Central Market in Seoul. These findings indicate that evaluations of multicultural commercial streets reflect both differences in mean ratings and structural associations among visual quality, cultural symbolism, online visibility, social recognition and sharing, and functional convenience. These findings highlight the value of integrating cultural representation with visual quality, online visibility, social recognition and sharing, and ease of use in regeneration strategies.