Will sensory impressions drive the intention to revisit? An empirical study in the rural tourism

Despite eliciting interest from tourism scholars, sensory research in rural tourism remains under-explored. This study aimed to explore the impact of user-generated content on sensory impressions, reexamine the dimensions of sensory impressions, and uncover the influence mechanism of sensory impressions on revisit intention among rural tourists. Data collected using a self-administered questionnaire was analyzed using the partial least squares structural equation modeling technique. The findings reveal the significance of UGC in determining sensory impressions, which, in turn, influence revisit intention directly and indirectly through immersion and satisfaction. Results also confirm that hybrid sensory is a fundamental dimension of sensory impression.