Research on the Impact of Popular Tourism Program Involvement on Rural Tourism Image, Familiarity, Motivation and Willingness

Min-Yuan Zheng, Chao-Chien Chen, Hsiao-Hsien Lin, Chih-Hung Tseng and Chin-Hsien Hsu
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Min-Yuan Zheng: Wuhan Institute of Technology, School of Art & Design, Wuhan 430205, China
Chao-Chien Chen: Department of Leisure and Recreation Management, Asia University, Taichung 41354, Taiwan
Hsiao-Hsien Lin: Department of Leisure Industry Management, National Chin-Yi University of Technology, Taichung 41170, Taiwan
Chih-Hung Tseng: Department of Leisure and Recreation Management, Asia University, Taichung 41354, Taiwan
Chin-Hsien Hsu: Department of Leisure Industry Management, National Chin-Yi University of Technology, Taichung 41170, Taiwan

Sustainability, 2021, vol. 13, issue 9, 1-19

Abstract: The purpose of this study was to investigate the influence of people’s involvement in tourism programs on the imagination and familiarity of rural tourism destinations, as well as the motivation and desire to visit them. The results were validated by using SPSS 22.0 and AMOS 21.0 statistical software to calculate and analyze the samples and to explore and infer the causal relationships. The results showed that: the degree of travel program involvement significantly correlated with familiarity and imagery of the destination ( p < 0.000), and the degrees of familiarity and imagery of the destination also significantly correlated with motivation to travel ( p < 0.000), and, lastly, the higher the motivation to travel in the last village, the greater the desire to travel ( p < 0.000).

Keywords: environment; tourism marketing; social media; travel program; degree of involvement (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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