Tourist engagement and behavioral intentions in rural tourism: Mediator of memorable tourism experience

Abstract

The relationship between tourist engagement, experiences, and behaviors has not been extensively studied in rural tourism. Specifically, the impact of tourist engagement, which encompasses various dimensions, on rural tourism sustainable development has not been well-established. The objective of this study was to examine the relationship between tourist engagement and behavioral intentions in rural tourism, with memorable tourism experiences (MTEs) acting as the mediator. A quantitative cross-sectional questionnaire-based survey was undertaken in Henan, China. In total, 500 valid participants answered a face-to-face questionnaire. The results obtained from the partial least squares structural equation modeling indicate that among the five dimensions of tourist engagement, the variable of attention does not have a significant impact on MTEs. Only the qualities of enthusiasm and attention have notable impacts on behavioral intention. MTEs play a crucial role in mediating the relationship between the five characteristics of tourist engagement and behavioral intention. This project is an innovative endeavor in the realm of rural tourism that aims to investigate the processes and relationships that connect tourist engagement, MTEs, and behavioral intents to address development challenges and promote the sustainability of rural tourism. The findings provide valuable theoretical insights and practical contributions to further the research and industry of rural tourism.