Research on the impact of popular tourism program involvement on rural tourism image, familiarity, motivation and willingness

Abstract

The purpose of this study was to investigate the influence of people’s involvement in tourism programs on the imagination and familiarity of rural tourism destinations, as well as the motivation and desire to visit them. The results were validated by using SPSS 22.0 and AMOS 21.0 statistical software to calculate and analyze the samples and to explore and infer the causal relationships. The results showed that: The degree of travel program involvement significantly correlated with familiarity and imagery of the destination (p < 0.000), and the degrees of familiarity and imagery of the destination also significantly correlated with motivation to travel (p < 0.000), and, lastly, the higher the motivation to travel in the last village, the greater the desire to travel (p < 0.000).