Relationship Between Perceived Value of Rural Tourism and Tourist Behavioral Intention

Rural tourism has gained significant traction in response to the pressures of rapid urbanization, emerging as a vital avenue for promoting rural revitalization. However, destinations in rural China confront numerous challenges, including insufficient appeal, ecological degradation, and obstacles to sustainable development. This article endeavors to conduct a comprehensive analysis of tourists’ perceived value in relation to rural tourism, aiming to accurately identify and fulfill their diverse and profound needs, thereby stimulating intrinsic motivation for rural tourism. To this end, it is imperative to investigate effective strategies for enhancing tourists’ willingness and satisfaction based on actual tourism experiences. Through expert interviews and a questionnaire survey, 614 valid responses were collected and analyzed using structural equation modeling. The findings reveal that factors such as ecological protection, landscape culture, social perception, emotional value, perceived convenience, and cost value significantly influence tourists’ behavioral attitudes, subjective norms, and perceived behavioral norms. Additionally, these factors exert substantial indirect effects on behavioral intentions toward rural tourism through behavioral attitudes and subjective norms. This study offers novel theoretical insights and practical solutions for the sustainable development of China’s tourism industry.