The Effects of Motivation, Destination Image and Satisfaction on Rural Tourism Tourists’ Willingness to Revisit

Huanchen Tang, Ruiqi Wang, Xiaowen Jin () and Zhengzheng Zhang
Additional contact information
Huanchen Tang: College of Art & Design, Nanjing Forestry University, Nanjing 210037, China
Ruiqi Wang: College of Civil Engineering, Nanjing Forestry University, Nanjing 210037, China
Xiaowen Jin: College of Art & Design, Nanjing Forestry University, Nanjing 210037, China
Zhengzheng Zhang: College of Art & Design, Nanjing Forestry University, Nanjing 210037, China

Sustainability, 2022, vol. 14, issue 19, 1-17

Abstract: With the diversification of tourist demand for a destinations’ supply, rural tourism destinations are facing an increasingly fierce competition environment. Creating brand value and improving tourists’ willingness to revisit has become an inevitable strategic choice for rural tourism destinations. In this study, we proposed a framework of “tourism motivation-destination image-satisfaction-willingness to revisit” to investigate rural tourism. We investigated from the aspects of learning and entertainment motivation, novelty-seeking motivation, natural environment, cultural environment, social environment, infrastructure, and tourist satisfaction. To analyze data, a questionnaire survey was administered to 545 tourists using structural equation modeling (SEM) technology. The findings indicated that learning and entertainment motivation, natural environment, social environment, and tourist satisfaction had a direct and positive effect on tourists’ willingness to revisit. In addition, tourist satisfaction played an intermediary role between tourists’ tourism motivation and destination terrain image and their propensity to return. On this basis, some suggestions and illuminations are put forward to increase tourists’ willingness to revisit.

Keywords: rural tourism; tourism motivation; destination image; satisfaction; structural equation modeling; willingness to revisit (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
https://www.mdpi.com/2071-1050/14/19/11938/pdf (application/pdf)
https://www.mdpi.com/2071-1050/14/19/11938/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:14:y:2022:i:19:p:11938-:d:921578

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().