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Citywalk represents eco-friendly and sustainable tourism, thereby attracting an increasing number of tourists. This study consists of two studies. Study One recruited 30 tourists to Macau to create Citywalk videos to test whether their experiences on Citywalk features (authenticity and serendipity) can create emotional states (healing and curiosity). Study Two sampled 320 valid respondents to randomly watch the videos made by the 30 tourists to examine how authenticity and serendipity of on-screen Citywalk influence their intention to take Citywalk in Macau through healing and curiosity. For the city walkers, authenticity evokes more healing, and serendipity evokes more curiosity. For the viewers, serendipity is the major feature of the on-screen Citywalk in evoking curiosity, leading to the intention to take the Citywalk to Macau. Importantly, this research affirms the emotional contagion process in the digital era, a process evoked through Citywalk videos, where the healing and curiosity experienced by viewers are similar to those felt by city walkers from authentic and serendipitous experiences. Theoretical and practical implications were discussed.
Tang et al. (Sun,) studied this question.