What drives tourists to rural destinations? Investigating the role of perceived value in building travel intention
Bibliographic Data
| ID | 19218494 |
|---|---|
| Authors | Vikas Choudhary (0009-0009-1846-4114, Institute of Management Technology, corresponding author), Srabanti Mukherjee (0000-0002-3546-2251, Indian Institute of Technology) |
| Year | 2026 |
| Pages | 1-25 |
| Publication date | 2026-05-15 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Tourism Recreation Research (JOURNAL) |
| Journal identifiers | ISSN: 0250-8281 • E-ISSN: 2320-0308 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/02508281.2026.2660278 |
| OpenAlex | W7161243609 |
| Language | EN |
| References cited | 104 |
Rural tourism (RT) is a fast-growing sector that scholars believe is an effective strategy for sustainable development of rural areas. This study aims to examine factors influencing RT adoption through the lens of Value-based adoption model (VAM) and investigate moderating impact of the destination type on relationships within the proposed framework. The study collected 504 responses selected randomly and examined through mixed methodology using SEM and FsQCA. The study finds that overall perceived value (formed by trade-off between benefits and sacrifices) and individuals’ attitude towards rural destinations are key predictors in influencing the adoption of RT. These findings contribute significantly to RT literature, mainly through the lens of VAM.
Consumer behaviour · Destinations · Recreation · Rural tourism · Tourism · Value (mathematics) · Diverse Aspects of Tourism Research · Economic and Environmental Valuation · Religious Tourism and Spaces
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| Citation velocity | historical |
|---|---|
| Highly cited | No |