Tourist-Perceived Quality and Loyalty Intentions towards Rural Tourism in China

Xiaoting Chi, Seul Ki Lee, Young-joo Ahn and Kiattipoom Kiatkawsin
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Xiaoting Chi: Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea
Seul Ki Lee: Tourism Industry Data Analytics Lab (TIDAL), Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea
Young-joo Ahn: Tourism Industry Data Analytics Lab (TIDAL), Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea
Kiattipoom Kiatkawsin: Tourism Industry Data Analytics Lab (TIDAL), Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea

Sustainability, 2020, vol. 12, issue 9, 1-18

Abstract: The growing interest in ruralism among Chinese people has been observed as China’s population in urban areas has exceeded its rural population. Rural tourism has become one of the leading tourism sectors in China, in large part because many of China’s popular tourist attractions are surrounded by rural communities. This study identified 12 dimensions of tourist-perceived quality. In addition, perceived value and satisfaction were used as mediators to explain the relationships between perceived quality and three dimensions of behavioral intentions (i.e., revisitation intention, positive word-of-mouth, and willingness to pay for special rural products). Furthermore, the moderating impact of urban versus rural residence was tested. A total sample of 495 was used for data analysis. Four tourist-perceived quality dimensions (i.e., tourism infrastructure and transportation, hospitality and learning, handicrafts and culture, and rural environment) were found. The results of this study demonstrated the empirical evidence of the relationship between perceived quality, perceived value, satisfaction, and behavioral intentions. Finally, the results showed a moderating effect. The findings of this study can contribute to increasing various behavioral intentions and sustainable rural tourism in China.

Keywords: rural tourism; perceived quality; perceived value; satisfaction; loyalty; China tourism (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (17)

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