Antecedents of Rural Tourism Experience Memory: Tourists’ Perceptions of Tourism Supply and Positive Emotions

Research reveals that tourists' perceptions of rural tourism supply significantly influence their experience memories, mediated by positive emotions. A study of 556 participants in Xidi Village, China, found that favorable views of tourism offerings trigger emotional responses, which in turn shape lasting memories. These findings highlight the importance of optimizing tourism supply to enhance visitor experiences and encourage positive word-of-mouth effects. The study used questionnaire surveys and statistical analyses to uncover this mechanism, providing actionable insights for sustainable rural tourism development.

Chen, H., Wang, Y., Zou, M., & Li, J. (2022). Antecedents of Rural Tourism Experience Memory: Tourists’ Perceptions of Tourism Supply and Positive Emotions. Behavioral Sciences, 12(12), 475. https://doi.org/10.3390/bs12120475