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.
Introduction
Rural tourism is dependent on the use and establishment of natural resources and is characterised by low initial investment, rapid building, and a significant return on investment. Rural tourism is somewhat beneficial for revitalising rural areas (Liu et al., 2022; Lu et al., 2019). Identifying the crucial elements that influence the growth of rural tourism is a vital assurance for rural revitalization. In general, research on rural tourism is of strategic significance to help revitalize the countryside, increase residents’ income, and boost the pace of rural revitalization (Wang, 2021).
Zhengzhou, the capital city of Henan Province in central China, offers a unique blend of rich historical and cultural heritage, agricultural tourism opportunities, scenic natural landscapes, and traditional folk culture, making it an attractive destination for rural tourism. Rural tourism in Zhengzhou is evolving from sightseeing tours to leisure resort tours, with a focus on developing tourism resorts to meet the demand for leisure and vacation experiences. The region boasts high A-class tourist attractions, including 5A and 4A scenic spots, forming distinct tourism routes based on landscape, red culture, and religious themes (Xue and Yan, 2023). However, the region faces several challenges, including the need for infrastructure development, environmental protection measures, effective promotion and marketing strategies, talent and skill development in the tourism industry, and addressing the seasonality of tourist arrivals. Despite these challenges, the Zhengzhou region’s ancient sites, such as the Shang Dynasty capital city ruins, the Shaolin Temple, and the Longmen Grottoes, as well as its fertile lands, mountain ranges, and diverse ethnic minority communities, provide a unique tourism experience (Lei and Liu, 2021). Collaborative efforts between local governments, tourism authorities, and rural communities are crucial in addressing these challenges, investing in sustainable tourism practices, promoting cultural preservation, and providing training and support to maximize the potential of rural tourism in the Zhengzhou region.
Exploring the factors that influence rural tourism and empower rural revitalization is an important practice in China. This practice is based on the principles of common construction and sharing, placing the people at the centre, and enhancing the sense of achievement, happiness, and security of rural residents. Exploring further into the development of rural tourist resources involves enhancing the integration and optimisation of rural tourism resources to establish a unique path for rural tourism growth. The authors take the lead in enhancing the independence and advancement of rural tourism areas, implementing reforms that focus on the supply side, enhancing the efficiency of public cultural services in tourism, expanding the availability of rural tourism services, promoting innovation in infrastructure, technology, and policies, sharing China’s successful experiences through international channels, actively exploring the development of rural tourism within the World Tourism Alliance, and continuously seeking effective approaches for the high-quality growth of rural tourism (Răcășan et al., 2023). This will contribute to the achievement of common goals and provide a model for the global rural tourism industry.
The investigation of this subject matter holds significant importance for the continued progress of rural regions in China, therefore prompting several experts to research it. In particular, Liu et al. (2022) were able to clearly show this difference by making a comparison between these two types of villages. Wang et al. (2023) examine the impact of the agglomeration of villages on their development. Through a specific example analysis, the author determined that the creation of agglomerations is a positive element but requires competent actions on the part of the local administration. Regarding models of rural development in the context of increasing tourist attractiveness, attention should be paid to the work of Zhou and Ye (2023), in which the authors note that the key elements are the development of village infrastructure and that local residents should be encouraged to stay in villages. Gong (2023) examined the progress of rural tourism and emphasised the significance of landscape design as a crucial element in this field. In particular, the author argued that the creation and implementation of new projects in the field of landscape design is one of the most important factors that will make it possible to develop the attractiveness of rural areas for tourists. The impressions of tourists are another important element. Specifically, Chen et al. (2022) highlighted in their study the significance of considering visitors’ reactions and impressions towards certain projects, as favourable comments from tourists would enhance future tourist attractions.
The key factors that influence the development of rural tourism, as well as the relationship between the elements of each project, are complex and diverse. From a systematic perspective, there is a pressing need to accurately measure rural tourism, establish models, and optimize its development. This will allow the successful experiences of China’s rural villages in overcoming poverty and achieving prosperity to serve as a reference for other countries.
The study takes a novel approach by integrating both antecedents (service perceptions) and consequences (tourist participation and engagement) into an integrated research framework for understanding rural tourism dynamics. It applies validated factor analysis and structural equation modelling techniques to quantitatively examine the interplay between various perception factors and tourist participation intentions. The findings are highly significant for rural tourism planning and development. By highlighting the differential impacts of service versus product/ecological perceptions on tourist participation, it provides actionable insights for rural destinations to prioritize service quality, distinctive offerings, and environmental preservation. This can enhance tourist experiences and ensure the sustainability of rural tourism initiatives.
Literature review
The tourism perception model is one of the main perceived value system models based on psychological concepts in the theoretical study of customers’ perceived value systems, which mainly refers to the value cognition formed by tourists’ feelings and experiences of services during the process of services (Myskiv and Nycz-Wojtan, 2022). The main factors affecting rural tourism include such significant objective ones as seasonal climate, local government’s policy-oriented factors, and local tourism development level, while in market demand, the influencing factors are mainly personal factors, economic factors, and other significant subjective factors such as social culture (Zhou, 2021).
Rural tourism originated in France in 1885, and it took shape in Europe, America, Japan, and other developed countries only in the 1880s. Kinnear and Taylor (1991) and Clocke (1977) laid a milestone research foundation for further exploring the correlation degree between customers’ consumption intention and customers’ satisfaction and for constructing a model of perceived value since they merged the study of marketing and customer satisfaction. Since then, more and more scholars have tried to construct the customer-perceived value system and its evaluation model in the tourism industry. Sánchez et al. (2006) defined the concept of “rurality” and modelled the perceived structure of tourism for both traditional and modern rural tourism. Clocke (1977) created a measurement model of regional rurality by dividing England and Wales.
Chinese research on rural tourism primarily concentrates on defining the perceived value of tourists, which is then used to construct the structural equation modelling (SEM) of tourist demand for measurement purposes. Yang (2021) defined customer value as the comparison between the utility obtained and the cost paid by customers in the whole process of purchasing and using a certain product and constructed the equation model of customer value:
The study provides a summary of Chinese and international research on visitors’ perceptions and proposes an assessment model that examines the fundamental elements influencing tourists’ perceptions from the perspective of tourism supply and demand, specifically focusing on travellers and tourist sites (Figure 1). The concept stems from the evolution of visitors’ perceptions and has found extensive application in the field of tourism development. Measurement model for tourism perception evaluation. Source: compiled by the authors.
Scholars, both Chinese and international, are generally concerned about the current state of tourists’ perceptions. However, there is a lack of precise measurement of tourists’ perceptions of relevant theories, and there is relatively little research on the characteristics of tourists’ perceptions of differences in different types of tourist attractions (He and Li, 2004). Besides, the existing evaluation methods and data measurements are relatively single, lacking continuity and precise data, so there is an urgent need for dynamic and measurable research on the differences in tourists’ perceptions of tourist attractions.
Vu and Pham (2023) investigate the factors that influence customer satisfaction in Vietnam’s rural tourism services. The study’s findings suggest that crafting a positive destination image, managing tourist expectations, and delivering high-quality products and services are essential for enhancing customer satisfaction in rural tourism. Fotiadis et al. (2019) focus on the factors that influence the views of rural tourism hosts in Greece regarding the success of their enterprises. The study employed a survey of 174 hosts from a sample of 652 rural tourism enterprises in Greece, with a response rate of 27%. The results indicate that the hosts view subsidies, leadership, and cooperation as important factors for successful rural tourism development. The researchers emphasize the importance of considering the hosts’ perspectives when understanding the dynamics of rural tourism development. Joshi et al. (2024) presented a systematic review of the current state of knowledge regarding tourism in European traditional multifunctional cultural landscapes (TMCLs) from a landscape perspective. The review highlights several key findings. Firstly, there is a restricted focus on local stakeholder preferences and carrying capacity in the existing literature, with only one study acknowledging the concept of landscape services. Secondly, government initiatives and local community engagement emerge as the most influential drivers of change in the tourism sector.
Merkex and Yilmaz (2022) focused on the perceptions of local people and farmers in Mordoğan, Izmir, Turkey, regarding rural tourism. The study aims to examine the factors influencing their perception and the potential benefits of rural tourism in the region. Surveys conducted with 103 local people and 65 farmers served as the main materials for the study, which underwent factor analysis. The study’s findings indicate that rural tourism’s economic factor was the most important explanatory factor in determining the perception of local people and farmers. The researchers found that rural tourism was perceived positively by the local population, who saw it as an important income diversifying activity in the rural development of the region. Ting et al. (2023) examine the impact of rural perception on tourists’ willingness to revisit rural tourism destinations. The study used Ma Wei Yi Folk Culture Village in China as a case study and employed a questionnaire survey to gather first-hand data. The results showed that tourists’ rural perception has a significant positive influence on their willingness to revisit, with different factors having varying strengths and weaknesses. The study suggests that tourist destination providers should prioritize rural perceptual development in their future operations to enhance tourist experiences and achieve sustainable development.
From a systematic theoretical perspective, it is important to study the relevant theoretical issues related to tourist perception. This includes analysing the factors that influence tourists’ perceptions and understanding their structural mechanisms. Additionally, it is necessary to develop a dynamic measurement model for tourists’ perceptions. These efforts aim to foster the mutual development of rural tourism, effective poverty alleviation, and the overall improvement of rural residents’ lives in China. To achieve a balanced development of the various components of the rural tourism system and effectively meet the supply and demand requirements of the rural tourism market, it is necessary to establish specific laws for the development of the rural tourism system. Additionally, it is important to accurately measure the key elements of the programme to ensure the balanced development of rural tourism and address international and Chinese concerns.
Materials and methods
Rural tourism perception evaluation model.
Source: compiled by the authors.
A randomized questionnaire was distributed from June to July 2023 in the administrative districts under the jurisdiction of Zhengzhou. The survey was structured into two distinct phases: a preliminary screening process aimed at identifying villages exhibiting characteristics conducive to rural tourism, and subsequently, an official survey conducted within the selected villages. For the preliminary screening, a sample comprising 200 individuals was drawn from four villages within the administrative districts under the jurisdiction of Zhengzhou, Henan Province. This sample encompassed an equitable representation of gender, with 50% male and 50% female respondents. Regarding occupation, the participants comprised a diverse demographic, including farmers, artisans, service providers, and laborers, reflective of the multifaceted economic activities prevalent in rural settings. Additionally, the sample encompassed individuals with varying residential backgrounds, with approximately 70% reporting residence in the village since birth, while the remaining 30% indicated relocation from urban areas.
Four villages among the 16 villages with rural tourism characteristics in Henan Province in 2023 recommended by the Zhengzhou Municipal Bureau of Culture, Radio, Television, and Tourism were selected, and a total of 200 questionnaires were distributed. 19 observed variables were analysed by SPSS 25.0, to which sample data were subjected, to test the validity of the questionnaire. The results show that the frequencies of cultural connotation and hygiene and safety conditions were relatively low in all variables, and they cannot be categorized and interpreted, so they are deleted. In the context of rural tourism in Henan Province, several distinguishing characteristics emerged from the preliminary screening. Firstly, the villages exhibited rich cultural heritage, manifesting in traditional customs, festivals, and historical landmarks, thereby offering immersive experiences for visitors seeking cultural enrichment. Secondly, the villages demonstrated a commitment to preserving environmental integrity, characterized by scenic landscapes, unpolluted air, and ecological conservation initiatives, thereby catering to tourists’ desires for natural retreats. Thirdly, the villages showcased vibrant community engagement, fostering authentic interactions between locals and visitors through hospitality initiatives, cultural exchanges, and participatory activities, thereby enhancing the overall tourism experience. Lastly, the villages displayed infrastructural adequacy, featuring well-maintained accommodations, transportation networks, and recreational facilities, thereby facilitating tourists’ convenience and comfort during their stay.
Component matrix after rotation.
Note: The extraction method used was principal component analysis, and the rotation approach employed was the Kaiser normalised maximum variance method. The rotation process successfully converged after 6 iterations.
Source: compiled by the authors.
Structural Equation Modelling (SEM) emerged as the primary statistical technique for data analysis. SEM integrates factor analysis and path analysis to examine multiple variables simultaneously, making it particularly suitable for analysing complex phenomena such as rural tourism perception and participation. Building on prior research and adjusting for Chinese rural tourism contexts, an association model was constructed to explore the relationship between tourists’ perceptions, expectations, and their contributions to rural tourism participation.
The structural equation model incorporated four latent variables: tourist participation, project resource perception (ecological perception), product perception, and service perception. Each latent variable was mapped to corresponding observation variables, allowing for a comprehensive assessment of various dimensions of rural tourism experience. The path hypotheses derived from the model revealed significant positive associations between different aspects of tourists’ perceptions and their intentions to participate in rural tourism:
Between tourists’ service perceptions of rural tourism and product perceptions of rural tourism.
Between tourists’ service perceptions of rural tourism and ecological perceptions of rural tourism.
Between tourists’ perception of products in rural tourism and their intention to participate in rural tourism.
Between tourists’ perception of ecology in rural tourism and their intention to participate in rural tourism.
Between tourists’ perception of services in rural tourism and their intention to participate in rural tourism.
Between tourists’ ecological perceptions of rural tourism and product perceptions of rural tourism. The initial structural model of rural tourism perception is constructed from the perception evaluation model of rural tourism (Figure 2). By establishing and validating these paths, the study provides valuable insights into the factors influencing tourists’ perceptions and their willingness to engage in rural tourism activities. Moreover, the methodology employed ensures robustness and reliability in the analysis, thereby enhancing the validity of the study’s findings and contributing to a broader understanding of rural tourism dynamics.
Initial structural model of rural tourism perception. Source: compiled by the authors.
Results
Hypothetical model measurements
Tourism perception sample scale descriptive statistics.
Source: compiled by the authors.
Reliability.
Source: compiled by the authors.
Effectivity.
Source: compiled by the authors.
The findings of the factor analysis show that the underlying measured variables contain internal consistency, the latent variable indicators have a high average explanatory power for their measured variables, the latent variable has high reliability as well as convergent validity, and the sample is relatively reliable on all scales of measurement.
Convergent validity test of the scale.
Source: compiled by the authors.
The factor loadings of the four dimensions of the study reached a significant level (p < .05), and the factor loading coefficients reached more than 0.5, except for the indicators of cultural connotation of rural tourist sites and health and safety conditions. However, because its loading is close to 0.5 and it has practical significance, it is decided to be retained. The construct reliability (CR) value of service perception and tourism participation intention is more than 0.8, which is ideal, and the CR value of production perception and product perception is more than 0.7, which is moderate (Kline, 2015).
Discriminant validity tests of the scale.
Source: compiled by the authors.
Goodness-of-fit indices for structural equation modelling.
Source: compiled by the authors.
Analysis of the validation of the hypothetical model
The initial validation findings of the structural equation modelling indicate that out of the six correlation hypotheses, H1, H3, H4, and H5 are confirmed, whereas H2 contradicts the hypothesis. The standardized path coefficients are shown in Figure 3. Model path diagram with normalized estimates. Source: compiled by the authors.
H1: β = 0.52, shows the test passes overall, indicating that there is a high degree of positive correlation between tourists’ participation in rural tourism activities and tourists’ product perceptions of the impact of rural tourism. This finding is basically consistent with the conclusions obtained by Sánchez et al. (2006). That is, tourists’ personal and family employment in rural tourism can often influence tourists’ product perception of rural tourism, and it is an important criterion for tourists to judge whether they can enjoy the product from rural tourism.
The value of β is 0.33, suggesting that the test result supports the hypothesis. This suggests that there is a positive association between visitors’ assessment of service in rural tourism activities and their perception of the ecological implications of rural tourism. In other words, tourists’ perception of the cultural connotation, the originality, the development degree of project resources, the achievement and coordination degree of the construction project, as well as landscape resources, will make tourists feel the unique charm of the project resources in the rural tourism site. This finding is somewhat different from the weak negative correlation proposed by Pizam et al. (1978). From the path coefficients of the latent variables, tourists have a certain awareness of and are particularly concerned about issues such as the rural atmosphere brought about by rural tourism and the suitability issue due to the sudden change in the rural atmosphere caused by intensified social conflicts.
The coefficient β = 0.03 in H3 indicates a positive correlation between visitors’ impressions of rural tourism products and their support for future rural tourism and tourism development. This correlation is statistically significant. Perceivably higher tourism product premiums have a bigger impact on the future growth of rural tourism, leading to more support and engagement from travellers. From the path coefficients of the latent variables, the path coefficients of customization and differentiation of rural tourism are higher than the price of tourism packages, indicating that tourists’ perception of rural tourism products comes more from the influence of the customization and differentiation factors. Meanwhile, in comparison with H3 and H4, the path coefficient of H5 is the largest, indicating that the coordination of construction projects and landscape resources in rural tourism has the greatest influence on the support of tourists and the highest correlation.
H4: β = 0.59, which means the test passes, showing that the correlation between tourists’ ecological perception of rural tourism and tourists’ support and participation intention in future rural tourism organization and tourism development is significantly positive. Even though tourists at this stage have a certain perception of such problems brought by rural tourism as environmental degradation and social conflict intensification, they still know these problems basically do not impact future rural organization and development. By further analysing the influencing factors of ecological perception, it can be seen that tourists are more concerned about the rural atmosphere, such as the destruction of the social environment, social security, and morality, than the health and safety issues, as well as the natural environment issues, such as environmental pollution and the destruction of natural resources. Based on interviews conducted with rural tourism tourists, it was discovered that these tourists generally believe that the aforementioned issues will have an impact on their overall perception of the rural tourism destination. As a result, this has an impact on the rate at which tourists choose to revisit the site, specifically their intention to engage in tourism activities.
H5: The coefficient β is 0.42, indicating that the overall test is successful. This suggests that there is a positive correlation between tourists’ perception of service in rural tourism and their intention to participate in rural tourism development. This finding aligns with the results of Baker and Crompton’s (2000) study, but the positive correlation observed in this study is more significant. A field study on the Zhengzhou instance reveals that before the establishment of rural tourism, the rural people migrated exclusively towards the city. This was a result of the agricultural economy’s deterioration and the scarcity of employment prospects. However, the establishment of different forms of rural tourism has created numerous chances for local inhabitants, resulting in a significant influx of villagers returning to their hometowns to initiate their enterprises and build and enhance intelligent communities. and to actively encourage the strategic development of settlements. At the same time, it has greatly improved the characteristics of rural food and accommodation, as well as service awareness. Tourists are not just preoccupied with the availability of easy transportation; they also actively engage in the advancement and establishment of rural tourism. And for other tourists who have not participated in rural tourism, they also hope to participate in future rural tourism. Generally speaking, the broad participation of tourists reinforces the cognitive association of “service and participation”, and the participation becomes an important factor influencing whether local residents support future festivals and tourism development.
H6: The coefficient β is 0.95, and the overall test result is positive, demonstrating a substantial positive association between tourists’ ecological impression of rural tourism and visitors' product perception of rural tourism. Combined with the above analysis, it is found that although tourists pay more attention to social issues such as the characteristics of the rural atmosphere, the direct influence of ecological issues on the product perception of rural tourism cannot be ignored. Hence, it is evident that the advancement of rural tourism fosters holistic societal development and plays an essential role in achieving collective wealth.
Discussion
The issue of tourism development in rural areas was studied by Gong (2023) in his research. The author approached this issue from the perspective of the impact of landscape development. Thus, the researcher argues that rural areas have significant ecological and cultural potential and attract the attention of various stakeholders at different scales. Managing change in rural landscapes is a task that requires attention and research. Landscape ecology is an important branch of science that helps to understand these complex systems. The principles of landscape ecology, such as analysing landscape structure and function, preserving ecological integrity, and recognising spatial diversity, play an important role in tourism development and nature reserve management. These principles help preserve the natural beauty and biodiversity of landscapes. Landscape and environmental planning and project development for tourism development in nature reserves play an important role in nature conservation and sustainable development (Gonia and Jezierska-Thöle, 2022). Taken together with the research of the authors of the current paper, the results highlight the importance of understanding the complex interplay between tourists’ perceptions and the local environment in shaping their experiences and intentions to return to rural places. Research also highlights the importance of considering the long-term sustainability of rural tourism initiatives. This involves not only preserving the natural beauty and biodiversity of landscapes but also ensuring the local community benefits from tourism development through job creation, income generation, and cultural preservation.
In their scholarly study, De Lima Krauss Leite et al. (2023) examined the crucial elements that impact the growth of rural tourism. This study investigates the essential elements required to foster collaboration on rural tourist routes. It also emphasises the significance of these elements in generating synergies, fostering sustainable development, and improving the tourism experience. The elements emphasised include tourism attractiveness (36%), tourist services (30%), general services (15%), fundamental infrastructure (6%), governance (8%), brand image (2%), and price (2%). Important elements of collaboration include involving relevant parties, actively engaging the community, receiving help from the public sector, fostering mutual trust, establishing shared objectives, engaging in planning and structuring, providing financial assistance, developing products, promoting mutual benefits, ensuring effective communication, offering training, and conducting systematic evaluations. In addition, a wide range of instruments are available to support cooperation, such as agreements, projects, plans, partnerships, programmes, collaborations, associations, sub-projects, rules, memoranda of understanding, alliances, mission statements, charters, and barter agreements. These instruments facilitate formalisation and bolster collaboration on rural tourist routes, ensuring their longevity and efficacy. It is widely accepted that the interplay of these factors has a significant role in the advancement of rural tourism (Priatmoko et al., 2023). The authors agree on the fundamental importance of understanding perception factors in rural tourism development, albeit with differing emphases and methodologies. Both studies recognize the multifaceted nature of rural tourism, considering elements such as attractiveness, services, infrastructure, governance, and branding.
It is necessary to understand the importance of such a factor as tourist experience in the context of the development of the relevant sphere. This topic was studied in detail by Chen et al. (2022). In his study, the author pointed out that an effective tourist experience can be recognised as significant only if it remains in the memory and influences oral communication and decision-making. Gaining a more profound comprehension of the aspects that impact the recall of tourist experiences may enhance the effectiveness of tourism services and facilitate the advancement of tourism destinations. This research, carried out in Xidi Village, China, examines the factors that impact the development of memories related to rural tourist experiences. The study involved surveying 556 individuals using a questionnaire. The study also employed correlation and multiple regression analysis to ascertain the processes via which these preconditions exert their impact. The study’s findings indicate that thoughts and suggestions about rural tourism elicit favourable sentiments among travellers. These favourable feelings subsequently impact the creation of the memory of a tourist’s encounter. Therefore, happy emotions play a crucial role in moderating the association between the perception of rural tourism offerings and the creation of memories of tourist experiences in rural regions. The authors’ results are correlated in their mutual acknowledgment of the pivotal role of perception in rural tourism. Both studies agree on the importance of understanding perception factors in shaping tourist experiences and influencing participation.
The article by Setiadi et al. (2022) also explores the topic of rural tourist development. This study aimed to investigate the relationship between the process of capitalization and the transformation of rural regions on Indonesia’s island of Java. The study examined the effects of tourist development on the flow of money, specifically on the presence of agricultural land and the income of the local population, particularly farmers. These two elements are fundamental in the study of rural change. This study entailed conducting field observations at 14 agricultural locations and distributing a survey to ninety tourist staff. By utilising mapping and descriptive analysis techniques, the study revealed that capitalising on tourist growth has a significant effect on enhancing the economic worth of land parcels. Consequently, this leads to an increased desire among farmers to sell their agricultural property. Furthermore, this effect was also noted in alterations to people’s means of subsistence as well as in the possession and use of land resources. Tourism investment in rural areas has a substantial influence on living standards, land ownership, and land use in these regions. One should not entirely agree with these conclusions, as it is important to take into account the differences between Indonesia and China. The authors agree on the transformative impact of tourism development on rural regions, albeit in distinct contexts. This resonates with the findings from the authors’ study, which elucidated tourists’ keen perception of environmental quality and its positive correlation with their participation. Moreover, both studies call for further research to explore additional variables and longitudinal perspectives to deepen understanding and enhance the generalizability of findings in the complex realm of rural tourism development.
Thus, prior research has explored tourist perceptions in rural settings, but lacked an integrated quantitative model capturing the full range of perception factors, their interrelationships, and links to consequential tourist behaviours like participation intentions. This study fills that gap by developing and validating a comprehensive structural model that holistically examines the perception-participation dynamics in rural tourism contexts.
Conclusions
The authors conducted a comprehensive analysis of rural tourism in the Zhengzhou region, focusing on key perception factors and their impact on tourists’ participation. The research employed a combination of validated factor analysis and structural equation modelling to extract and classify these perception factors and quantitatively assess their interconnections.
The findings from the structural equation model indicate a strong alignment between the model’s path coefficients and the initial hypotheses, underscoring the model’s overall accuracy and reliability. Through validated factor analysis, four distinct perception factors emerged, with tourists displaying a particularly keen perception of environmental quality, encompassing elements such as customization, differentiation, richness, and scale within rural tourism. Structural equation modelling further elucidated the relationships between tourists’ participation and their perceptions of rural tourism’s ecological and service aspects. Notably, a higher degree of tourist participation exhibited a stronger positive correlation with their service perception at rural tour sites. Conversely, while a positive correlation exists between tourists’ product perception and ecological perception, its impact on their participation in future rural tourism development is relatively weak compared to service perception.
This study on rural tourism perception factors and their impact on tourist participation carries certain limitations, including its focus on a specific regional context and the cross-sectional nature of the data collection, which may not fully capture the dynamic evolution of tourist perceptions over time. While the study covered major perception factors, there is scope for further research to explore additional variables influencing perception formation and participation behaviour, as well as to conduct longitudinal and cross-cultural investigations for greater generalizability. Qualitative inquiries can also provide deeper insights into the underlying reasoning and decision-making processes that translate various perceptions into actual participation intentions among tourists visiting rural destinations.
The practical implications of this study are highlighted in its emphasis on delivering high-quality services and unique experiences in rural tourism, as tourists’ service perceptions significantly influence their participation and support for future development. Addressing environmental concerns and preserving the rural ambiance is crucial, as these factors contribute to a positive tourist experience and can impact revisit intentions. The recommendations based on the findings are that rural tourism organizations should prioritize enhancing service quality, differentiating their offerings, and fostering a distinctive rural atmosphere to attract and retain tourists. Additionally, they should actively engage local communities and stakeholders, encouraging collaboration and a sense of ownership in rural tourism initiatives to ensure long-term sustainability.
Footnotes
Declaration of conflicting interests
The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.
Funding
The author(s) received no financial support for the research, authorship, and/or publication of this article.
Ethical statement
Data availability statement
The data that support the findings of this study are available on request from the corresponding author.