Although extensive research has been conducted on the tourism market, the intricate decision-making processes underlying tourism motivations remain unexplored. This study examines the theoretical foundation of tourism motivation by adjusting observation indicators based on practical considerations to devise a more scientifically rigorous measurement questionnaire. Through a comprehensive analysis encompassing basic feature analysis, exploratory and confirmatory factor analysis, factor importance cluster analysis, repeated-measurement one-factor analysis of variance, K-means clustering analysis, and nonlinear canonical correlation analysis, we identified six critical motivation factors and two primary travel decision clusters from a sample of 503 rural tourists across four villages in Changshan County, encompassing diverse geographical landscapes. The key findings of this study are as follows. (1) Women and middle-aged rural tourists tend to be more involved in travel decision-making. Furthermore, a higher level of education was positively associated with increased travel intentions among rural tourists. These tourists prefer destinations rich in natural and cultural attributes that favor convenient and environmentally friendly travel modes. Family factors also play a significant role in shaping travel decisions. (2) Age demonstrated significant group differences in all six aspects of rural tourism motivation, highlighting the diverse motivations among different age groups. Notably, decision makers exert considerable influence on environmental factors. (3) Group 1, characterized by decision makers seeking a deep and immersive experience, correlates strongly with female farmer tourists, those under 30 years old, tourists from diverse occupations, and those preferring self-driving tourism modes. (4) Group 2, comprising decision-makers prioritizing leisure and enjoyment, shows a high correlation with male farmer tourists, those over 30 years old, and those favoring eco-friendly tourism. These insights provide a valuable understanding of rural tourists' motivations and decision-making processes, inform strategies for enhancing their travel experiences, and promote sustainable tourism development.
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