Impact of Sustainable Cultural Contact, Natural Atmospherics, and Risk Perception on Rural Destination Involvement and Traveler Behavior in Inner Mongolia

Heesup Han, Che Chen, Antonio Ariza-Montes, Felipe Hernández-Perlines, Luis Araya-Castillo and Jongsik Yu
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Heesup Han: College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea
Che Chen: College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea
Antonio Ariza-Montes: Social Matters Research Group, Universidad Loyola Andalucía, 14004 Córdoba, Spain
Felipe Hernández-Perlines: Department of Business Administration, University of Castilla-La Mancha, 45071 Toledo, Spain
Luis Araya-Castillo: Facultad de Economía y Negocios, Universidad Andrés Bello, Santiago de Chile 7591538, Chile
Jongsik Yu: College of Business Division of Tourism and Hotel Management, Cheongju University, 298 Daesung-ro, Cheongwon-gu, Cheongju-si 28503, Korea

Land, 2021, vol. 10, issue 6, 1-13

Abstract: Rural tourism is emerging in the tourism industry; however, little is known about traveler behaviors at rural destinations. This study explored the role of cultural contact, natural atmospherics, and risk perception in generating destination involvement and approach behaviors for rural tourism in Inner Mongolia. A quantitative data analysis was used to obtain the research objective. Our findings showed that cultural contact and natural atmospherics significantly increased traveler destination involvement and their approach behaviors. Cultural contact included a stronger impact on destination involvement than natural atmospherics. In contrast, natural atmospherics contained a stronger influence on approach behaviors than cultural contact. In addition, rural traveler risk perception moderated the magnitude of the effect of cultural contact on approach behaviors. Overall, the proposed theoretical framework encompassed a sufficient level of anticipation power for involvement and approach behaviors. Our findings can be helpful for inventing rural tourism development strategies in Inner Mongolia.

Keywords: cultural contact; natural atmospherics; risk perception; destination involvement; approach behaviors; Inner Mongolia (search for similar items in EconPapers)
JEL-codes: Q15 Q2 Q24 Q28 Q5 R14 R52 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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