Impact of perceived rural destinations restorativeness on revisit intentions: The neglected post-travel negative emotions

Abstract

Rural tourism destinations have their own distinct characteristics. This research, under the guidance of Attention Restoration Theory and place attachment, constructs an integrated model to explore the structural relationships between perceived rural destination restoration, positive emotions, place attachment, post-travel negative emotions, and revisit intentions. The research targets 452 Chinese tourists who have participated in rural tourism in Hongcun during the previous month. The results of the PLS-SEM analysis indicate that the living atmosphere plays a pivotal role in fostering tourists' positive emotions (β = 0.175) and place attachment (β = 0.223) during their visit. Place attachment has a dual impact, as it both promotes tourists' revisit intention (β = 0.173) and induces post-travel negative emotions (β = 0.449). Although place attachment (β = 0.173) and post-travel negative emotions (β = 0.162) contribute to tourists' revisit intention, positive emotions (β = 0.334) play a crucial role. This research highlights the need to focus on the life atmosphere of rural tourism destinations and post-travel negative emotions, offering guidance for a more comprehensive approach to tourists’ mental health in destination management.