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Impact of Sustainable Cultural Contact, Natural Atmospherics, and Risk Perception on Rural Destination Involvement and Traveler Behavior in Inner Mongolia

Author

Listed:
  • Heesup Han

    (College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea)

  • Che Chen

    (College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea)

  • Antonio Ariza-Montes

    (Social Matters Research Group, Universidad Loyola Andalucía, 14004 Córdoba, Spain)

  • Felipe Hernández-Perlines

    (Department of Business Administration, University of Castilla-La Mancha, 45071 Toledo, Spain)

  • Luis Araya-Castillo

    (Facultad de Economía y Negocios, Universidad Andrés Bello, Santiago de Chile 7591538, Chile)

  • Jongsik Yu

    (College of Business Division of Tourism and Hotel Management, Cheongju University, 298 Daesung-ro, Cheongwon-gu, Cheongju-si 28503, Korea)

Abstract

Rural tourism is emerging in the tourism industry; however, little is known about traveler behaviors at rural destinations. This study explored the role of cultural contact, natural atmospherics, and risk perception in generating destination involvement and approach behaviors for rural tourism in Inner Mongolia. A quantitative data analysis was used to obtain the research objective. Our findings showed that cultural contact and natural atmospherics significantly increased traveler destination involvement and their approach behaviors. Cultural contact included a stronger impact on destination involvement than natural atmospherics. In contrast, natural atmospherics contained a stronger influence on approach behaviors than cultural contact. In addition, rural traveler risk perception moderated the magnitude of the effect of cultural contact on approach behaviors. Overall, the proposed theoretical framework encompassed a sufficient level of anticipation power for involvement and approach behaviors. Our findings can be helpful for inventing rural tourism development strategies in Inner Mongolia.

Suggested Citation

  • Heesup Han & Che Chen & Antonio Ariza-Montes & Felipe Hernández-Perlines & Luis Araya-Castillo & Jongsik Yu, 2021. "Impact of Sustainable Cultural Contact, Natural Atmospherics, and Risk Perception on Rural Destination Involvement and Traveler Behavior in Inner Mongolia," Land, MDPI, vol. 10(6), pages 1-13, May.
    • Handle: RePEc:gam:jlands:v:10:y:2021:i:6:p:568-:d:563971
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    References listed on IDEAS

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    Cited by:

    1. JunHui Wang & Yunseon Choe & HakJun Song, 2021. "Korean Domestic Tourists’ Decision-Making Process under Threat of COVID-19," IJERPH, MDPI, vol. 18(20), pages 1-17, October.
    2. Mónica de Castro-Pardo & João C. Azevedo & Pascual Fernández, 2021. "Ecosystem Services, Sustainable Rural Development and Protected Areas," Land, MDPI, vol. 10(10), pages 1-3, September.

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