Abstract
ABSTRACTThis research aims to test the impacts of personal economic benefits from tourism, perceived values, non-material life domain satisfaction on place affect to rural community. Data were collected from rural community, Ningde, China, and a structural equation modeling approach was used. The findings show that personal economic benefits from tourism is positively associated with perceived values and non-material life domain satisfaction, but not positively related to place affect. Perceived values and non-material life domain satisfaction mediate the relationship between personal economic benefits from tourism and place affect. Theoretical and managerial implications are discussed for the rural community.
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