Rural tourism perception factors: A case study in the Zhengzhou region

IF 3 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
Gang Li, Azyk Orozonova
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引用次数: 0

Abstract

Rural tourism serves as a pivotal catalyst for rural revitalization, with its trajectory influenced by diverse factors within tourist destinations. This study aims to refine the analysis of tourists’ engagement in rural tourism dimensions by leveraging perceived value theory. Focusing on the rural tourism unit of Zhengzhou, this paper employs a four-dimensional approach encompassing service perception, ecological perception, product perception, and tourists’ participation. Utilizing a Likert five-level scale questionnaire distributed in June to July 2023 and employing structural equation modelling (SEM), the study examines the interplay between tourists’ perceptions and their contribution to rural tourism participation. Findings underscore the importance of integrating perceived value theory into rural tourism analysis, enhancing understanding of key influencing factors. Notably, tourists exhibit a heightened perception of environmental quality, with service perception significantly influencing participation. Conversely, while a positive correlation exists between product and ecological perceptions, its impact on participation is comparatively weaker. These insights carry practical implications for enhancing rural tourism services and fostering greater tourist participation, thus bolstering rural revitalization efforts. This study addresses a gap in prior research by developing and validating a comprehensive model that explores the perception-participation dynamics in rural tourism contexts.
乡村旅游感知因素:郑州地区的案例研究
乡村旅游是乡村振兴的关键催化剂,其发展轨迹受到旅游目的地内各种因素的影响。本研究旨在利用感知价值理论完善游客参与乡村旅游维度的分析。本文以郑州乡村旅游单元为研究对象,从服务感知、生态感知、产品感知和游客参与四个维度展开研究。研究利用 2023 年 6 月至 7 月发放的李克特五级量表问卷,并采用结构方程模型(SEM),考察了游客感知及其对乡村旅游参与度的贡献之间的相互作用。研究结果强调了将感知价值理论纳入乡村旅游分析的重要性,从而加深了对关键影响因素的理解。值得注意的是,游客表现出对环境质量的高度感知,服务感知对参与度有显著影响。相反,虽然产品和生态感知之间存在正相关,但其对参与度的影响相对较弱。这些见解对于提升乡村旅游服务和促进游客参与,从而推动乡村振兴工作具有实际意义。本研究建立并验证了一个探索乡村旅游中感知-参与动态的综合模型,弥补了以往研究的不足。
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来源期刊
Tourism and Hospitality Research
Tourism and Hospitality Research HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
7.40
自引率
8.60%
发文量
63
期刊介绍: Tourism and Hospitality Research is firmly established as a leading and authoritative, peer-reviewed journal for tourism and hospitality researchers and professionals. Tourism and Hospitality Research covers: • Hospitality and tourism operations • Marketing and consumer behaviour • HR management • Social Media and Marketing • Technology • Planning and development • Policy • Performance and financial management • Strategic implications • Environmental aspects • Forecasting and prediction • Revenue management • Impact assessment and mitigation • Globalisation • Research methodologies • Leisure and culture • Risk Management • Change Management
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