The Influencing Mechanism of Tourists'Rural Revisiting Intention——Testing based on a moderated mediation model
Based on the emotional evaluation theory,with tourism satisfaction as the mediating variable and tourism health risk as the moderating variable,a driving model of tourists'willingness to revisit the rural is constructed.Using 478 questionnaire data from the second batch of key villages of national rural tourism in S Province,the influencing mechanism of tourists'willingness to re-visit the rural is empirically tested.The results show that:(1)the perceived value of tourism,the image of tourism destination and the satisfaction of tourism can have a significant positive impact on the intention of revisiting,while the motivation of tourism has a significant negative impact.(2)Tourism satisfaction has a complete mediating role in the influence of tourism motivation on repetition intention,and a partial mediating role in the influence of destination image and repetition intention.(3)Travel health risk plays a significant moderating role in the multi-path satisfaction and revisiting intention.According to the conclusion of the study,some countermeasures and suggestions are put forward to promote the willingness of rural tourists to revisit from three aspects:upgrading tourism products,improving tourism satisfaction and paying attention to the impact of tourism health risks on the willingness to revisit.
emotion appraisal theoryrural tourismtourism health riskwillingness to revisittourism satisfaction
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