Segmenting Chinese rural tourist preferences
Insights from a choice experiment
Bibliographic Data
| ID | 22230520 |
|---|---|
| Authors | Yaoming Liang (0000-0002-2205-8786, South China Agricultural University), Ruiqi Chen (0000-0001-6837-5675, South China Agricultural University), Yanjie Xu (0000-0003-4420-6353, Dongguan University of Technology), Xi Chen (0000-0002-2058-0351, Zhaoqing University, corresponding author), Yonghui Zeng (South China Agricultural University, corresponding author) |
| Year | 2025 |
| Volume | 12 |
| Issue | 1 |
| Publication date | 2025-10-13 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Humanities and Social Sciences Communications (JOURNAL) |
| Journal identifiers | ISSN: 2662-9992 • E-ISSN: 2662-9992 |
| Publisher | Springer Science and Business Media LLC (PUBLISHER) |
| DOI | 10.1057/s41599-025-05922-5 |
| OpenAlex | W4415113498 |
| Language | EN |
| Citations received | 2 |
| References cited | 37 |
Rural tourism has become an important component of domestic travel in China. To understand how consumers evaluate rural offerings, this study uses a discrete choice experiment, fielded in Guangdong Province, to examine preferences for eight attributes. Results indicate positive preferences for natural scenery, local cuisine, cultural experiences, outdoor activities, and accommodations, alongside negative sensitivity to higher prices and longer travel distances. Using latent class analysis, we identify three distinct segments: Senior Nature Seekers (12.43%), Young Quality Explorers (35.03%), and Broad-acceptance Experience Pursuers (52.54%). These groups exhibit diverse priorities, ranging from ecological engagement to cultural or family-compatible pursuits. Descriptive comparisons of thematic interests (e.g., farm experiences, health/wellness) further suggest segment-specific ordering of preferences within our sample. The findings provide evidence to inform tailored marketing strategies and tourism products, while potentially supporting broader goals such as environmental sustainability, heritage preservation, and community well-being
Heritage tourism · Latent class model · Market segmentation · Rural area · Rural tourism · Seekers · Thematic analysis · Tourism · Cruise Tourism Development and Management · Diverse Aspects of Tourism Research · Economic and Environmental Valuation
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| Unique citing works | 2 |
|---|---|
| Citations per year | 2 |
| Citation span | 2026 - 2026 (1) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 2 |