Rural perception on tourists’ willingness to revisit in rural tourism: a study of Ma Wei Yi folk culture village, Shaanxi Province, China

ABSTRACT: The development of rural tourism destinations in China is confronting multiple issues, including blind expansion and a repetitive developmental model, causing the sector to enter a vicious competition cycle. The perception among tourists of rural tourism destinations, and their willingness to revisit places will provide insights for service providers that will enable them to form better strategies to stand out in the fiercely competitive market. Understanding tourist perception will enable providers to contribute to the construction of rural tourist destinations. Taking Ma Wei Yi Folk Culture Village as a case study, this paper combines the development status of rural tourism in Ma Wei Yi, obtains first-hand data through questionnaire interviews, verifies the research hypothesis, and uses Pearson coefficient to carry out correlation analysis. The paper concluded that tourists’ rural perception has a positive and strong impact on their willingness to revisit, and its factors have different impacts. According to the empirical results, tourist destination providers should pay attention to rural perceptual development in their follow-up development and operation processes. They can effectively attract tourists to visit multiple times, enhance tourist’s sense of enjoyable experience, and achieve sustainable development.

摘要：我国乡村旅游目的地发展面临多重困境，具体包括盲目扩张与发展模式同质化问题，致使行业陷入恶性竞争循环。游客对乡村旅游目的地的感知情况及其重游意愿，可为旅游服务经营者提供决策依据，助力其在激烈的市场竞争中制定更具竞争力的运营策略。深入把握游客感知，有助于经营者更好地推进乡村旅游目的地的建设与发展。本文以马尾邑民俗文化村（Ma Wei Yi Folk Culture Village）为案例研究对象，结合马尾邑乡村旅游的发展现状，通过问卷调查与访谈获取一手数据，验证研究假设，并采用皮尔逊（Pearson）系数开展相关性分析。研究结论显示，游客的乡村感知对其重游意愿具有显著正向影响，且各感知维度的影响程度存在差异。基于上述实证结果，旅游目的地经营者在后续开发与运营环节中，应重视乡村感知维度的打造。此举可有效吸引游客多次到访，提升游客的体验获得感，最终实现行业的可持续发展。