Impact of sustainable cultural contact, natural atmospherics, and risk perception on rural destination involvement and traveler behavior in Inner Mongolia

Heesup Han, Che Chen, Antonio Ariza-Montes, Felipe Hernández-Perlines, Luis Araya-Castillo, Jongsik Yu

Research output: Contribution to journalArticlepeer-review

Abstract

Rural tourism is emerging in the tourism industry; however, little is known about traveler behaviors at rural destinations. This study explored the role of cultural contact, natural atmospher-ics, and risk perception in generating destination involvement and approach behaviors for rural tourism in Inner Mongolia. A quantitative data analysis was used to obtain the research objective. Our findings showed that cultural contact and natural atmospherics significantly increased traveler destination involvement and their approach behaviors. Cultural contact included a stronger impact on destination involvement than natural atmospherics. In contrast, natural atmospherics contained a stronger influence on approach behaviors than cultural contact. In addition, rural traveler risk perception moderated the magnitude of the effect of cultural contact on approach behaviors. Overall, the proposed theoretical framework encompassed a sufficient level of anticipation power for involvement and approach behaviors. Our findings can be helpful for inventing rural tourism development strategies in Inner Mongolia.

Original languageEnglish
Article number568
JournalLand
Volume10
Issue number6
DOIs
Publication statusPublished - 2021

Keywords

  • Approach behaviors
  • Cultural contact
  • Destination involvement
  • Inner Mongolia
  • Natural atmospherics
  • Risk perception

ASJC Scopus subject areas

  • Global and Planetary Change
  • Ecology
  • Nature and Landscape Conservation

Fingerprint

Dive into the research topics of 'Impact of sustainable cultural contact, natural atmospherics, and risk perception on rural destination involvement and traveler behavior in Inner Mongolia'. Together they form a unique fingerprint.

Cite this