Overcoming constraints in rural tourism: A psychological disengagement perspective on young travelers

In recent years, rural tourism promoting has experienced unusual development opportunities due to the positive effects of live streaming. Despite the previous literature emphasizing the importance of rural tourism live streams, the current study investigates the interaction effect between different types of broadcasters and rural tours on potential tourists’ travel intentions. Through a controlled experimental design with 194 participants, this study found that the congruence between broadcasters and rural tours significantly influences potential tourists’ travel intentions. Specifically, when villager (vs. celebrity) broadcasters recommend local culture tours in live streaming, potential tourists’ travel intentions are significantly higher, and this effect is mediated by internalization. On the other hand, when celebrity (vs. villager) broadcasters recommend natural ecology tours, potential tourists’ travel intentions are significantly higher, and this effect is caused by identification. This study contributes to the literature on rural tourism and provides practical implications for tourism marketers and broadcasters seeking to maximize the effectiveness of their promotion in live streaming.

Abstract: The aim of this study is to explore the factors that influence social media usage and to analyse how trust functions as a mediator between social media usage and travel intentions among young people. In the current digital era, social media now has played a major role in shaping travel decisions, especially among young travelers. Using a systematic sampling approach, 400 questionnaires was distributed to young tourists, with 306 respondents (78%) completing and returning the questionnaires. The data was then examined through covariance-based structural equation modeling (CB-SEM), which enabled the researchers to explore the relationships among the study's variables. The findings identified several key insights. First, the perceived ease of using social media had a significant impact on its adoption by young travelers. Social media usage also emerged as a strong predictor of travel intention. Most notably, the research highlighted that trust plays a critical mediating role between social media usage and travel intention. This indicates that while social media platforms impact the travel decisions of young tourists, their trust in the content and information shared on these platforms increases the likelihood of them making travel decisions based on that content. This research contributes to the current body of literature by emphasizing the importance of trust in the digital space, particularly in relation to social media and travel intentions. The insights gained from this research are valuable for tourism operators and service providers, offering guidance on how to tailor social media content and strategies to align with the preferences of young tourists. By understanding the role of trust in shaping travel intentions, tourism businesses can optimize their marketing efforts and engage more effectively with this key demographic. Keywords: Factors Influence; Social Media Usage; Trust; Travel Intention; Young Generation

The purpose of this study is to find the motivational factors and travelling patterns of young tourists at home and abroad. Leisure activity and vacations aren’t considered as luxury anymore. In their busy life Vacation is one of the core elements of mental support system. Despite an increasing interest in the market size of young travelers, economic potential and their desire to travel, relatively little is known about their travel motivation, expectation and intention. Therefore, this study aims to provide insights of young Bangladeshi travelers’ lifestyles and travel intentions. This study mainly focuses on the behavioral and motivational aspects of the tourists when they choose a vacation and in a vacation. The survey questionnaire is divided into three sectors; first part focuses on the demographic characteristics of the respondents, second part focuses on the motivational and behavioral aspects of young tourists; third part describes the travel motivation and behavior of outbound tourists. The sample of 200 young tourists has been selected based on Simple Random Sampling method to collect data. The survey data are being analyzed in a descriptive manner. SPSS 20.0 software has been used to analyze the primary data. This study used frequency analysis, table and chart to analysis data. The study suggests that the way of leisure spending have been altering over the period of time. The vibrant young travelers of Bangladesh are bringing their constructive influence in this business for the last decade with their ever changing test and demand being constantly updated with worldwide trend.

At present, there are almost 700 million rural population in China, and the farm and farmers in China are highly associated with the steadiness and development of the country and even the world. Farmers are the main subjects in rural development and play a vital role in the reception, management, and benefit distribution in rural tourism activities during the development of rural tourism. Farmers' perception and participation intention in rural tourism development are directly related to the sustainable development of rural tourism and the realization of rural revitalization goals. The decision-making process of participation in the rural tourism development fits the application conditions of the technology acceptance model (TAM). Therefore, in order to explore the influencing factors of farmers' decision-making process in participating in the rural tourism, this study employs the technology acceptance model to predict and judge individual farmers' willingness and behavior to participate in the rural tourism. The government trust and perceived risk in the real problem of low participation of farmers in the rural tourism development are considered. Then, an extended technology acceptance model was established by taking 409 farm households as research samples. The influence of government trust on farmers' participation intention in the rural tourism was empirically analyzed based on the PLS-SEM model. The results show that farmers' perceived usefulness and perceived ease of use in rural tourism affect their participation intention. Farmers' judgments on whether governments can assume public responsibilities and achieve public interests through rural tourism development affects their trust in government, while the government trust can positively affect farmers' participation intention via perceived usefulness and perceived ease of use. This indicates that government trust is an important antecedent variable influencing farmers' participation in the rural tourism. The perceived risk affects farmers' perceived usefulness and participation intention in the rural tourism, and plays a moderating role in the relationship between government trust and perceived usefulness. Finally, this study recommends to highlight the utility and convenience of rural tourism participation during the promotion of farmers' participation in rural tourism development, enhance the ability of farmers to participate in rural tourism development, and choose multiple channels to increase government trust to reduce farmers' risk concerns.

Domestic tourism serves as a “mainstay” of the tourism sectors in many parts of the world, particularly in developed countries, such as China and India. With an increase in the growth of the youth globally, young travelers have unique travel intentions other than the general population. There is the need to probe on young travelers since recent findings reveal that the youth has not been affected by the crises. The aim is to examine the risks perceptions of the youth regarding domestic travel amidst the pandemic and tourist characteristics were also explored. The study integrates Roger’s protection motivation theory to address the aim of the study. Based on stratified sampling, 300 completed questionnaires were used for analyses. Findings revealed that sources of information and number of past travel experiences influence perceptions of risks amidst the COVID-19 crises. The results of this study show that physical risk does affect participants travel intentions during the pandemic. Results of this research may aid in developing interventions for promoting domestic tourism and modelling domestic travel demands; add up to the status quo of domestic travel research on COVID-19 pandemic in Ghana and for future marketing campaigns.

RESEARCH ON TOURISM ATTRACTION, TOURISM EXPERIENCE VALUE PERCEPTION AND PSYCHOLOGICAL TENDENCY OF TRADITIONAL RURAL TOURISM DESTINATIONS

گردشگری روستایی با ظرفیت‌هایی که دارد، می تواند به عنوان راهکاری اساسی در توسعه پایدار روستایی مطرح شود. لذا مطالعه حاضر با استفاده از روش تحلیل سلسله مراتبی (AHP) می کوشد با نگاهی کاربردی و علمی، ابتدا عوامل مؤثر بر گردشگری روستایی در استان مازندران را اولویت بندی نموده و سپس بر اساس نظر 11 تن از کارشناسان سازمان میراث فرهنگی، گردشگری و صنایع دستی، بهترین مناطق روستایی این استان را از حیث گردشگری، شناسایی و رتبه بندی نماید. داده‌های مورد نیاز مطالعه از طریق پرسشگری از 150 تن از گردشگران روستایی استان مازندران در سال 1394 جمع‌آوری شده است. نتایج نشان داد که از نظر گردشگران، معیار مربوط به زیرساخت‌ها بیشترین اولویت را داشته است و بعد از آن به ترتیب معیارهای جاذبه‌های فرهنگی و اجتماعی، تسهیلات و خدمات توریستی و جاذبه‌های مذهبی، تاریخی و طبیعی قرار دارند. همچنین بر مبنای نظر کارشناسان و با توجه به اولویت‌های تعیین شده توسط گردشگران، روستاهای غرب استان مازندران با وزن 36/0 حائز بیشترین اولویت جهت گردشگری بوده و روستاهای مرکز و شرق استان به ترتیب با وزن‌های 33/0 و 31/0 در اولویت‌های بعدی قرار می گیرند. بنابراین تجهیز جاذبه های گردشگری به سطوحی از خدمات بهداشتی و درمانی و ارائه تسهیلات و امکانات مالی و تخصصی جهت تجهیز و ساماندهی اقامتگاه-های موجود پیشنهاد می گردد.

This paper considers the essence, significance and necessity of application of the marketing approach, i.e. planning, organizing and control of marketing activities in tourist and rural tourist policy, intending to add to competitiveness of the tourism offer in Bosnia and Herzegovina. The paper elaborates theoretic and substantial aspects of marketing element in tourism and rural tourism, with a special view on importance and contribution of marketing approach in competitiveness of tourism and rural tourism offer in Bosnia and Herzegovina. The marketing approach in tourism and rural tourism, presented in this work, may serve as a basis for creating policy and developing marketing approach in B&H tourism and rural tourism.

Purpose Drawing on the application of parasocial interaction in real life as the theoretical framework, this paper aims to construct a theoretical model to scrutinize the impact of TV drama celebrity characteristics on viewers’ travel intention, with the mediating effect of presence. Design/methodology/approach In total, 481 usable survey samples were gathered through an online survey, and the model was evaluated using the partial least squares-structural equation modelling. Findings The findings indicate that trustworthiness and popularity as TV drama celebrity characteristics have a direct and favorable impact on viewers’ travel intention. Social presence and physical presence play a mediating role in the effect of celebrity trustworthiness and expertise on viewers’ travel intention, whereas celebrity popularity can only indirectly affect travel intention through social presence. Originality/value This study offers a precise elucidation of the significance of celebrity characteristics in fostering viewers’ film-induced tourism intentions by adopting parasocial interaction in real life as a theoretical framework. Furthermore, by incorporating different dimensions of presence, this study explores further psychological mechanism that underlie audiences’ travel intention. The results provide destination marketers with useful insights for more effectively leveraging celebrity endorsement to promote film-induced tourism.

ABSTRACTThis paper seeks to offer a comparative assessment of destination image and travel risk as perceived by young German travellers across three ASEAN countries, namely Singapore, Thailand and Vietnam. In addition, effects of destination image and travel risk perception on intention to visit are evaluated. The results are drawn based on an online survey of 281 German university students who have recently travelled long-haul, each offering their perceptions of the three countries for analysis. It was found that destination image and travel risk perceptions vary across the studied destinations. Furthermore, destination image factors are discovered to display much stronger relationships with travel intention than the risk factors. The results reveal that travel risk perceptions only had some influence on visit intentions in Vietnam, which is perceived to have higher degrees of risk. Moreover, the relationship between tourist role and destination choice was confirmed.

The development of rural tourism based on the individualization of tourist demand and its focus on non-standard tourism products provides one of the key contributions to rural development. The paper discusses the possibility of developing rural tourism in Serbia and key factors for the success of rural economy diversification through rural tourism, primarily synergetic effects of agriculture and tourism, and thus established local value chains, introduction of food quality standards, application of information technologies, efficient management of tourist destination and adequate financial support, especially to small businesses in rural tourism. Lack of an integrated tourist offer makes it difficult to apply marketing and management approaches to rural tourism development at the national level and the level of local rural tourism destinations and this must be given special attention in the future.

Understanding why: Push-factors that drive rural tourism amongst senior travellers

An Analysis of the Decision-Making Groups of Farmers' Travel Motivation: Insights from Micro-Surveys of Travel Motivations in Rural Communities of Changshan County with Sustainable Resource Management

The coronavirus pandemic has reinforced the need for sustainable, smart tourism and local travel, with rural destinations gaining in their popularity and leading to increased potential of smart rural tourism. However, these processes need adjustments to the current trends, incorporating new transformative business concepts and marketing approaches. In this paper we provide real life examples of new marketing approaches, together with new business models within the context of the use of new digital technologies. Via hermeneutic research approach, consisting of the secondary analysis of the addressed subject of smart rural tourism in adversity of the COVID-19 and 6 semi-structured interviews, the importance of technology is underscored in transforming rural tourism to smart rural tourist destinations. The respondents in the interview section were chosen based on their direct involvement in the presented examples and geographical location, i.e. France, Slovenia and Spain, where presented research examples were developed, concretely within European programmes, i.e. Interreg, Horizon and Rural Development Programme (RDP). Interviews were taking place between 2022 and 2023 in person, email or via Zoom. This two-phased study demonstrates that technology is important in transforming rural tourism to smart tourist destinations and that it ushers new approaches that seem particularly useful in applying to rural areas, creating a rural digital innovation ecosystem, which acts as s heuristic rural tourist model that fosters new types of tourism, i.e. smart rural tourism.

Consumers' decision-making processes and the way they purchase their products and services have been evolving over the years due to the influence of information technologies. Tourists are increasingly making their decisions based on online reviews made by other users, which contain descriptive comments and/or a rating system, leveraging electronic word-of-mouth (eWOM). This study aims to understand the variation of the eWOM in rural tourism as well as unveil the main characteristics that influence the satisfaction and the interest of the consumers. To that end, the content of the comments and quantitative classification of Portuguese schist villages' lodgings on the platforms of TripAdvisor and Facebook were studied using both sentiment polarity and frequency analysis. The results show that eWOM has increased in rural tourism and that the satisfaction of tourists are more influenced by the friendliness of the hosts, the variety and good breakfast or Portuguese cuisine, and the service provided.