Rurality Perception,Tourist Happiness and Revisit Intention
Achieving happiness for tourists during their journeys is not only a crucial mission for the tourism industry but also a vital choice for promoting the sustainable development of tourism.With the rapid growth of rural tourism,it becomes especially important to explore the antecedents and consequenc-es of tourist happiness in this context.Based on the Stimulus-Organism-Response(S-O-R)theory,this paper constructs a model in which rurality perception acts as the stimulus,tourist happiness as the posi-tive emotion,and revisit intention as the behavioral response.The study examines the interrelationship between rurality perception,tourist happiness,and revisit intention.Empirical findings indicate that ru-rality perception positively impacts both tourist happiness and revisit intention;Ttourist happiness also positively influences revisit intention;And tourist happiness mediates the effect of rurality perception on revisit intention.This provides a solid foundation for marketing strategies and happiness management of rural tourist destinations and holds significant practical implications for promoting the high-quality de-velopment of rural tourism.
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