Understanding Destination Immersion in Rural Tourism: The Effects of Destination Fascination and Resident–Tourist Interaction

Abstract

Drawing on attention restoration theory and social exchange theory, this study investigates how person–environment interaction (destination fascination) and interpersonal interaction (resident–tourist interaction) affect immersion in rural tourism and lead to destination attachment and word of mouth. A holistic model was developed in which destination immersion served as a mediator. Data were analyzed using partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis (fsQCA). Findings showed that destination fascination and resident–tourist interaction both contributed to destination immersion, which influenced tourists’ destination attachment and recommendation intentions. Results also clarified the mediating role of destination immersion. The fsQCA results revealed several distinctive configurations resulting in high levels of the outcome variables. This study enriches the tourism literature by validating a destination fascination scale in the rural tourism context and providing a deeper understanding of destination immersion. Practical implications for destination marketers are discussed as well.