Who you travel with matters: the influence of intimacy experience on the stickiness of rural tourism activities – travel companion as the moderator

This study examines the mediating effect of tourists' perceived value between four dimensions of rural intimacy – physical, verbal, intellectual, and spiritual – and the stickiness of rural tourism activities It further scrutinises the moderating impact of travel companions, posing the pivotal question, 'Who do you travel with matters the most?' Analyzing a sample of 649 Chinese tourists, the research finds that each dimension of rural intimacy significantly enhance tourists' perceived value and the stickiness of rural tourism. The study concludes that 'growth-oriented' intimate experiences are more effective in enhancing stickiness than 'instrumental-oriented' intimate experiences. The presence of friends as travel companions does not notably elevate tourists' perceived value. In contrast, travelling with family, either with parents or children, substantially enhances tourists' perceived value. Couples perceive increased value through verbal and spiritual intimacy. Tourists who travel alone gain heightened value and activity stickiness through verbal and intellectual interactions. These findings provide strategic insights for enhancing rural tourism experiences and strengthening customer engagement and loyalty.