Perceived Value, Place Identity, and Behavioral Intention: An Investigation on the Influence Mechanism of Sustainable Development in Rural Tourism

Jianwei Qian () and Xue Li
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Jianwei Qian: Alibaba Business School, Hangzhou Normal University, Hangzhou 311121, China
Xue Li: Alibaba Business School, Hangzhou Normal University, Hangzhou 311121, China

Sustainability, 2024, vol. 16, issue 4, 1-18

Abstract: Rural tourism has been a hot spot in tourism studies in recent years. This research uses Attitude Theory to investigate the influence mechanism of tourists’ perceived value and place identity on their behavioral intention in rural tourism in Zhejiang Province, China. The study adopts the PLS-SEM method to process the data. The results indicate that tourists’ behavioral intention is positively influenced by their perceived value and place identity. Additionally, perceived value has a positive impact on tourists’ place identity, and place identity plays a positive intermediary role between perceived value and behavioral intention. Meanwhile, cultural value is perceived as having the greatest influence on place identity and behavioral intention. Therefore, rural tourist destinations should focus on cultural value and the tourists’ sense of place to promote sustainable rural tourism development.

Keywords: empirical study; rural tourism; Attitude Theory; PLS-SEM (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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