City walk in a gap day: potential and opportunities for tourism and leisure

Purpose To the best of the author's knowledge, this study, among the first of its kind, aims to offer a preliminary exploration of the “city walk” travel model in the context of China. Design/methodology/approach By conducting phenomenological research, it endeavors to comprehend the motivations driving individuals to engage in “city walk” activities through the lens of social psychology, specifically focusing on labeling theory. Findings The immersive “city walk” establishes a deeper connection with the urban environment. Participants attach greater significance to their travel experiences, seeking a profound understanding of the city and its way of life, thus pursuing the essence of tourism and leisure. Originality/value This study outlines potential opportunities and future prospects for the “city walk” concept within the cultural tourism industry.