Abstract
This study empirically analyzed the effect of service quality of rural tourism on perceived emotional service value and revisit intention, focusing on rural tourism in China. Based on the results of empirical analysis, this study aims to suggest the future tourism strategies for rural tourism in China. A survey was conducted targeting 400 tourists who had experience in rural China tourism. We used statistical methods for analyzing the empirical data. The results show that the service quality of rural tourism has a positive (+) effect on the emotional service value. It was found that emotional service value had a positive (+) effect on revisit intention. It was found that the service quality of rural tourism had a positive (+) effect on the revisit intention.
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