Abstract

This study examined the bizarre dynamics of tourism and urban regeneration in urban regeneration areas, where the proportion of tourism is increasing recently. It is judged that the originality and timeliness of the study are great in that they verify the path of the ideal happiness pursuit mechanism for both tourists and local residents. In addition, it is intended to increase the validity of the study by fusionly applying the three disciplines of happiness and urban regeneration, which are mainly studied in psychology and urban engineering, and tourism consumer behavior in tourism.<BR> This study explored the degree of realization of the pursuit of happiness that village residents generally perceived in urban regeneration projects, which have recently received a lot of social attention, as a qualitative research method.<BR> As a result of content analysis, this study found a path to pursue happiness through emotional judgment of experiential value and cognitive judgment of functional value from residents" expectations.

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