Based on the Principle Component Analysis of the Level of Cultural and Tourism Integration in a Place and Obstacles Analysis

Abstract

China’s culture is one of the oldest and most complex in the world, with a history that spans thousands of years. Rooted in Confucianism, Taoism, and Buddhism, Chinese culture emphasizes harmony, respect for tradition, and the importance of family. These philosophies have profoundly influenced the social values, customs, and daily life of the Chinese people. This study aimed to identify 10 different dimensions and the perception of quality amongst tourists based on the rural tourism experience. Perceived value and tourism satisfaction are seen as two constructs that bridge the gulf between these quality perceptions and the tourists’ future behavior — that is, the intent of tourists to revisit, spread positive word-of-mouth, and their propensity to splurge on unique rural products. Furthermore, we also examined the respondents’ areas where they lived in urban or rural areas which would affect their perceptions and behaviors. The analysis was identified using data from 650 respondents’ four key quality dimensions: tourism environment and transportation, companionship and learning, culture and local items, and rural environment as perceived by the tourists. Indeed, the findings lend considerable empirical support to the relationship of perceived quality with perceived value, satisfaction, and the dimensions of the behavioral intentions of tourists. Interestingly, the study showed residents — the urban and rural residents of tourists — as a very important moderator of these relationships. These are important insights that would be invaluable in explaining the driving factors of tourists’ intentions and the imperative for the sustainable growth of rural tourism in China.