Exploring the formation of behavioral intention toward rural tourism via sensory experience and memorable tourism experiences, a case study in Henan, China
This study aimed to investigate the formation of tourists’ behavioral intentions toward rural tourism by analyzing sensory experiences and memorable tourism experiences. The research was conducted through a case study in Henan, China. Using a quantitative approach, a survey was conducted where 490 p...
| Main Authors: | , , , , |
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| Format: | Article |
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Routledge
2024
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| _version_ | 1824452351328518144 |
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| author | Zhenbin, Wang Ramachandran, Sridar Siow, Mayling Subramaniam, Thanam Hui, Zhang |
| author_facet | Zhenbin, Wang Ramachandran, Sridar Siow, Mayling Subramaniam, Thanam Hui, Zhang |
| author_sort | Zhenbin, Wang |
| collection | UPM |
| description | This study aimed to investigate the formation of tourists’ behavioral intentions toward rural tourism by analyzing sensory experiences and memorable tourism experiences. The research was conducted through a case study in Henan, China. Using a quantitative approach, a survey was conducted where 490 participants completed a face-to-face questionnaire. The findings from the partial least squares structural equation modeling revealed that out of the five sensory experiences, only touch has a statistically significant and positive impact on behavioral intention. On the other hand, sight, sound, taste, and smell do not have a meaningful influence. In contrast, all five senses exhibited substantial beneficial effects on memorable tourism experiences. Memorable tourism experiences emerged to act as a mediator between the five senses and behavioral intention. This study is a pioneer attempt in the field of rural tourism, using the embodiment perspective to explore the mechanisms and connections linking sensory experiences, memorable tourism experiences, and behavioral intentions. The findings offer significant theoretical insights and practical contributions to advance the research and industry of rural tourism. |
| first_indexed | 2025-02-19T02:49:08Z |
| format | Article |
| id | upm.eprints-113887 |
| institution | Universiti Putra Malaysia |
| last_indexed | 2025-02-19T02:49:08Z |
| publishDate | 2024 |
| publisher | Routledge |
| record_format | dspace |
| spelling | upm.eprints-1138872025-01-15T07:08:28Z http://psasir.upm.edu.my/id/eprint/113887/ Exploring the formation of behavioral intention toward rural tourism via sensory experience and memorable tourism experiences, a case study in Henan, China Zhenbin, Wang Ramachandran, Sridar Siow, Mayling Subramaniam, Thanam Hui, Zhang This study aimed to investigate the formation of tourists’ behavioral intentions toward rural tourism by analyzing sensory experiences and memorable tourism experiences. The research was conducted through a case study in Henan, China. Using a quantitative approach, a survey was conducted where 490 participants completed a face-to-face questionnaire. The findings from the partial least squares structural equation modeling revealed that out of the five sensory experiences, only touch has a statistically significant and positive impact on behavioral intention. On the other hand, sight, sound, taste, and smell do not have a meaningful influence. In contrast, all five senses exhibited substantial beneficial effects on memorable tourism experiences. Memorable tourism experiences emerged to act as a mediator between the five senses and behavioral intention. This study is a pioneer attempt in the field of rural tourism, using the embodiment perspective to explore the mechanisms and connections linking sensory experiences, memorable tourism experiences, and behavioral intentions. The findings offer significant theoretical insights and practical contributions to advance the research and industry of rural tourism. Routledge 2024-08 Article PeerReviewed Zhenbin, Wang and Ramachandran, Sridar and Siow, Mayling and Subramaniam, Thanam and Hui, Zhang (2024) Exploring the formation of behavioral intention toward rural tourism via sensory experience and memorable tourism experiences, a case study in Henan, China. Journal of Quality Assurance in Hospitality and Tourism. ISSN 1528-008X; eISSN: 1528-0098 https://www.tandfonline.com/doi/full/10.1080/1528008X.2024.2390493 10.1080/1528008X.2024.2390493 |
| spellingShingle | Zhenbin, Wang Ramachandran, Sridar Siow, Mayling Subramaniam, Thanam Hui, Zhang Exploring the formation of behavioral intention toward rural tourism via sensory experience and memorable tourism experiences, a case study in Henan, China |
| title | Exploring the formation of behavioral intention toward rural tourism via sensory experience and memorable tourism experiences, a case study in Henan, China |
| title_full | Exploring the formation of behavioral intention toward rural tourism via sensory experience and memorable tourism experiences, a case study in Henan, China |
| title_fullStr | Exploring the formation of behavioral intention toward rural tourism via sensory experience and memorable tourism experiences, a case study in Henan, China |
| title_full_unstemmed | Exploring the formation of behavioral intention toward rural tourism via sensory experience and memorable tourism experiences, a case study in Henan, China |
| title_short | Exploring the formation of behavioral intention toward rural tourism via sensory experience and memorable tourism experiences, a case study in Henan, China |
| title_sort | exploring the formation of behavioral intention toward rural tourism via sensory experience and memorable tourism experiences a case study in henan china |
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