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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Xiaoting Chi & Seul Ki Lee & Young-joo Ahn & Kiattipoom Kiatkawsin, 2020. "Tourist-Perceived Quality and Loyalty Intentions towards Rural Tourism in China," Sustainability, MDPI, vol. 12(9), pages 1-18, April.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:9:p:3614-:d:352273
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    References listed on IDEAS

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    1. Sanjar Jumanazarov & Alisher Kamilov & Kiattipoom Kiatkawsin, 2020. "Impact of Samarkand’s Destination Attributes on International Tourists’ Revisit and Word-of-Mouth Intention," Sustainability, MDPI, vol. 12(12), pages 1-17, June.
    2. Ying Teng & Zhenzhong Ma & Lei Jing, 2021. "Explore the World Responsibly: The Antecedents of Ethical Tourism Behaviors in China," Sustainability, MDPI, vol. 13(9), pages 1-17, April.
    3. Guizzardi, Andrea & Stacchini, Annalisa & Costa, Michele, 2020. "Modelling perceived value as a driver of tourism development," MPRA Paper 101245, University Library of Munich, Germany.
    4. José Manuel Hernández-Mogollón & Helena Alves & Ana María Campón-Cerro & Elide Di-Clemente, 2021. "Integrating transactional and relationship marketing: a new approach to understanding destination loyalty," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(1), pages 3-26, March.
    5. Kiattipoom Kiatkawsin & Ian Sutherland & Seul Ki Lee, 2020. "Determinants of Smart Tourist Environmentally Responsible Behavior Using an Extended Norm-Activation Model," Sustainability, MDPI, vol. 12(12), pages 1-15, June.
    6. Heesup Han & Xiaoting Chi & Chang-Sik Kim & Hyungseo Bobby Ryu, 2020. "Activators of Airline Customers’ Sense of Moral Obligation to Engage in Pro-Social Behaviors: Impact of CSR in the Korean Marketplace," Sustainability, MDPI, vol. 12(10), pages 1-17, May.
    7. Lu Yang & Xiao Hu & Hoffer M. Lee & Yuqing Zhang, 2023. "The Impacts of Ecotourists’ Perceived Authenticity and Perceived Values on Their Behaviors: Evidence from Huangshan World Natural and Cultural Heritage Site," Sustainability, MDPI, vol. 15(2), pages 1-23, January.
    8. Ge Wang & Liman Huang & Changliang Xu & Kai He & Kang Shen & Peiyu Liang, 2022. "Analysis of the Mediating Role of Place Attachment in the Link between Tourists’ Authentic Experiences of, Involvement in, and Loyalty to Rural Tourism," Sustainability, MDPI, vol. 14(19), pages 1-13, October.
    9. Jinsoo Hwang & Heather Markham Kim & Kyuhyeon Joo & Muhammad Nawaz & Joonho Moon, 2022. "Travelers’ Perceived Value of Robot Services in the Airline Industry: Focusing on Demographic Characteristics," Sustainability, MDPI, vol. 14(23), pages 1-12, November.
    10. Murodjon Raimkulov & Husanjon Juraturgunov & Young-joo Ahn, 2021. "Destination Attractiveness and Memorable Travel Experiences in Silk Road Tourism in Uzbekistan," Sustainability, MDPI, vol. 13(4), pages 1-14, February.
    11. Chee Hua Chin & May Chiun Lo & Zaidi bin Razak & Pooria Pasbakhsh & Abang Azlan Mohamad, 2020. "Resources Confirmation for Tourism Destinations Marketing Efforts Using PLS-MGA: The Moderating Impact of Semirural and Rural Tourism Destination," Sustainability, MDPI, vol. 12(17), pages 1-23, August.
    12. Thalia Metta Halim & Kiattipoom Kiatkawsin, 2021. "Beauty and Celebrity: Korean Entertainment and Its Impacts on Female Indonesian Viewers’ Consumption Intentions," Sustainability, MDPI, vol. 13(3), pages 1-19, January.
    13. Jelena Kljaic Šebrek & Suzana Markovic & Iva Valcic, 2020. "Comparative Evaluation of Service Quality Perceptions in Rural Tourism Among Different Tourist Groups," MIC 2020: The 20th Management International Conference,, University of Primorska Press.
    14. Hoon-Ku Sul & Xiaoting Chi & Heesup Han, 2020. "Measurement Development for Tourism Destination Business Environment and Competitive Advantages," Sustainability, MDPI, vol. 12(20), pages 1-20, October.
    15. Zhixin Zeng & Xiaojun Wang, 2021. "Effects of Domestic Tourism on Urban-Rural Income Inequality: Evidence from China," Sustainability, MDPI, vol. 13(16), pages 1-21, August.
    16. Kiattipoom Kiatkawsin & Ian Sutherland & Jin-Young Kim, 2020. "A Comparative Automated Text Analysis of Airbnb Reviews in Hong Kong and Singapore Using Latent Dirichlet Allocation," Sustainability, MDPI, vol. 12(16), pages 1-17, August.

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