Abstract
This paper develops a conceptual model to examine the associations between quality-based factors (e.g., perceived value (PV), historical authenticity (HS), experience quality (EQ), and administrative quality (AD)) and either travel intention (TR) or preservation attitude (PR). A case study was conducted at a typical historic village in Zhejiang province, China. Using partial least squares (PLS) regression analysis, we observe direct effects of PV, EQ, and AD on TR. Additionally, the direct effects of PV, EQ, and HS on PR are validated. This study reveals the critical mediating role of PV between quality-based factors and either TR or PR. In contrast, the impact of HS on TR is fully mediated by PV. These major findings deepen our understanding of rural tourism, and corresponding managerial implications to improve rural tourism are suggested.
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