Rethinking perceived destination aesthetic quality: Formative measurement development and validation in the rural tourism context

Abstract

Destination aesthetics are crucial in attracting and retaining tourists and have received considerable scholarly attention. Previous studies have overlooked the nature of the measurement of destination aesthetics by indiscriminately treating it as a unidimensional or reflective construct per conventional practice. To address this gap, this study develops a multidimensional measurement of Perceived Destination Aesthetic Quality (PDAQ), conceptualizing it as a formative construct. Through rigorous inquiry, a reflective-formative measurement consisting of 18 items and five dimensions—multi-sensory beauty, sublime, harmony, diversity, and cleanliness—is identified. The study tests this measurement within the underexplored rural tourism context and confirms its nomological validity through place attachment theory. The results reveal that perceived destination aesthetic quality significantly enhances place attachment, which mediates its effect on tourists’ post-visit behavioral intentions. These findings contribute to the theoretical understanding of tourism aesthetics by reconceptualizing its measurement as a formative construct and advancing knowledge of the destination aesthetic qualities, particularly in rural tourism contexts. Additionally, the study provides new insights into the broader effects of destination aesthetics on individual emotional and behavioral outcomes in rural tourism. The practical implications include actionable strategies for stakeholders to design and manage rural tourism destinations with enhanced aesthetic appeal.