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The Effects of Motivation, Destination Image and Satisfaction on Rural Tourism Tourists’ Willingness to Revisit

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  • Huanchen Tang

    (College of Art & Design, Nanjing Forestry University, Nanjing 210037, China)

  • Ruiqi Wang

    (College of Civil Engineering, Nanjing Forestry University, Nanjing 210037, China)

  • Xiaowen Jin

    (College of Art & Design, Nanjing Forestry University, Nanjing 210037, China)

  • Zhengzheng Zhang

    (College of Art & Design, Nanjing Forestry University, Nanjing 210037, China)

Abstract

With the diversification of tourist demand for a destinations’ supply, rural tourism destinations are facing an increasingly fierce competition environment. Creating brand value and improving tourists’ willingness to revisit has become an inevitable strategic choice for rural tourism destinations. In this study, we proposed a framework of “tourism motivation-destination image-satisfaction-willingness to revisit” to investigate rural tourism. We investigated from the aspects of learning and entertainment motivation, novelty-seeking motivation, natural environment, cultural environment, social environment, infrastructure, and tourist satisfaction. To analyze data, a questionnaire survey was administered to 545 tourists using structural equation modeling (SEM) technology. The findings indicated that learning and entertainment motivation, natural environment, social environment, and tourist satisfaction had a direct and positive effect on tourists’ willingness to revisit. In addition, tourist satisfaction played an intermediary role between tourists’ tourism motivation and destination terrain image and their propensity to return. On this basis, some suggestions and illuminations are put forward to increase tourists’ willingness to revisit.

Suggested Citation

  • Huanchen Tang & Ruiqi Wang & Xiaowen Jin & Zhengzheng Zhang, 2022. "The Effects of Motivation, Destination Image and Satisfaction on Rural Tourism Tourists’ Willingness to Revisit," Sustainability, MDPI, vol. 14(19), pages 1-17, September.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:19:p:11938-:d:921578
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    References listed on IDEAS

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    Cited by:

    1. Yuni Budi Lestari & Kamaludin Yusra, 2022. "Identifying Tourism Potentials of Ethno-Cultural Attractions in Lombok," Sustainability, MDPI, vol. 14(23), pages 1-21, December.
    2. Sónia Rodrigues & Ricardo Correia & Ramiro Gonçalves & Frederico Branco & José Martins, 2023. "Digital Marketing’s Impact on Rural Destinations’ Image, Intention to Visit, and Destination Sustainability," Sustainability, MDPI, vol. 15(3), pages 1-20, February.
    3. Quan Zhou & Kai Zhu & Ling Kang & Lóránt Dénes Dávid, 2023. "Tea Culture Tourism Perception: A Study on the Harmony of Importance and Performance," Sustainability, MDPI, vol. 15(3), pages 1-13, February.
    4. Tamara Gajić & Ivana Blešić & Marko D. Petrović & Milan M. Radovanović & Filip Đoković & Dunja Demirović Bajrami & Sanja Kovačić & Ivana Jošanov Vrgović & Tatyana N. Tretyakova & Julia A. Syromiatniko, 2023. "Stereotypes and Prejudices as (Non) Attractors for Willingness to Revisit Tourist-Spatial Hotspots in Serbia," Sustainability, MDPI, vol. 15(6), pages 1-22, March.
    5. Yohan Wismantoro & Vincent Didiek Wiet Aryanto & Imang Dapit Pamungkas & Nanda Adhi Purusa & Amron & Amalia Nur Chasanah & Usman, 2022. "Virtual Reality Destination Experiences Model: A Moderating Variable between Wisesa Sustainable Tourism Behavior and Tourists’ Intention to Visit," Sustainability, MDPI, vol. 15(1), pages 1-13, December.

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