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Open AccessArticle

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

1
Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea
2
Tourism Industry Data Analytics Lab (TIDAL), Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(9), 3614; https://doi.org/10.3390/su12093614
Received: 9 April 2020 / Revised: 25 April 2020 / Accepted: 28 April 2020 / Published: 30 April 2020
(This article belongs to the Special Issue City Branding and Sustainable Destination Management)
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. View Full-Text
Keywords: rural tourism; perceived quality; perceived value; satisfaction; loyalty; China tourism rural tourism; perceived quality; perceived value; satisfaction; loyalty; China tourism
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Chi, X.; Lee, S.K.; Ahn, Y.-J.; Kiatkawsin, K. Tourist-Perceived Quality and Loyalty Intentions towards Rural Tourism in China. Sustainability 2020, 12, 3614.

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