Street travel is a big pleasure for travellers who can enjoy a variety of street attractions and experience special placeness through physical environment, activities, and interactions between place and humans including their own selves.

This study aims to investigate the impacts of place experience on aura and behavioral intentions from the perspectives of various stakeholders including travelers, merchants, and residents as subjects of the tourism system who experience place.

Moreover, a mediating effect of aura will be verified in the relationships between the place experience and behavioral intentions which was not tapped in the previous literature. In addition, this study will identify whether there will be differences between importance and satisfaction levels of Hwang-Ri-Dan Gil, Gyeongju as a traveller street perceived by respondents.
To accomplish the purpose of the research, a total of 500 questionnaires were conducted between April 27th and May 10th(a total of 14 days) with those who experienced the study area, Hwang-Ri-Dan Gil, consisting of travelers, merchants, local residents.

Out of 500, 482 questionnaires were used to proceed research analyses by removing disqualified questionnaires.

The results of the research analyses are as follows.

Firstly, the place experience, consisting of placeness, place identity and place authenticity, showed statistically significant impacts on aura.
Among the regression models, place identity(R2=.546) showed the best result of the explanation in the relationship with aura, followed by placeness(R2=.491) and place authenticity(R2=.446).

Secondly, there showed all adopted hypotheses results in the relationships between the place experience, consisting of placeness, place identity and place authenticity, and behavioral intention such as place loyalty and co-creating shared value(CSV) activities.

Among the regression models, while place identity(R2=.526) showed the best result of the explanation in the relationship with loyalty, followed by place authenticity(R2=.443) and placeness(R2=.404), place identity(R2=.275) showed the best result of the explanation in the relationship with CSV, followed by place authenticity(R2=.199) and placeness(R2=.183)

However, while symbolic and existential authenticity factors of place authenticity had statically significant impacts on place loyalty, objective authenticity did not have a significant impact on it.

As for the relationships between the place experience and support for the CSV activities, activities factor of placeness and existential authenticity factor of place authenticity did not have statistically significant impacts on support for the CSV activities.

Thirdly, it was proved that aura had statistically significant impacts on behavioral intentions, consisting of place loyalty and support for the CSV activities. Among the two regression models, aura showed better result of the explanation in the relationship with loyalty(R2=.314) than CSV(R2=.135).

Fourthly, aura was proved to have complete or partial mediating roles in the relationships between the place experience, consisting of placeness, place identity and place authenticity, and behavioral intentions, consisting of place loyalty and support for the CSV activities. 1)

As for the relationships between place experience and loyalth, aura showed partial mediating roles between placeness of physical and activity factors and place loyalty and a complete mediating role between emotional placeness and place loyalty. Aura showed partially mediating roles between place identity and place loyalty.

Lastly, aura partially mediated the relationships between symbolic and existential factors of place authenticity and loyalty, but did not show any mediating effect between objective authenticly and place loyalty. 2)
As for the relationships between placeness and support for the CSV activities, while aura showed partially mediating roles between placeness of physical and emotional factors and support for the CSV activities, aura did not mediate the relationship between activity factor of placeness and support for CSV.

Aura did not mediate the relationship between place identity and support for CSV.
Lastly, aura showed partial mediating impacts on support for CSV, but did not mediate the relationship between existential authenticly and support for CSV.

The results suggest meaningful insights for academic researchers and practitioners. For academic researchers, this research contributes to being a platform for similar research in the field of place experience, consisting of placeness, place identity and place authenticity, and behavioral intentions, consisting of place loyalty and support for the co-creating shared value activities.

Additionally, aura could play important roles as a mediating variable between place experience and behavioral intentions. This research also contributes to making paradigm shift of perceiving travellers as consumers and merchants and residents as producers into perceiving alll of the travellers, residents, and merchants as subjects of the tourism system.

All of these travellers, merchants and residents in this research were considered as subjects of the tourism system experiencing place. For practitioners, sincere thoughts and insights might be needed to perceive travelers, merchants and residents as main subjects or actors of experiencing cognitive and existential functions of place.

Ultimately, they have to try to involve those main actors or subjects of experiencing place to make and maintain the sustainable tourism eco-system.

For future research, a structural equation model will be used to test a good fit of the structural relationships among each of the place variables, consisting of placeness, place identity and place authenticity, aura, and behavioral intentions.

Furthermore, multi-group analyses will be conducted to test any differences among the subjects experiencing place in the structural relationships bewteen the variables.