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The intention of tourists to revisit traditional villages plays a significant role in their sustainable development. This study utilizes a cross-sectional survey design and collects 373 valid responses from Chinese tourists via a questionnaire. The questionnaire, based on a Likert 5-point scale, encompasses key constructs such as space Atmosphere, place attachment, perceived interest, experiential marketing, recreation perception, environmental image perception, well-being, information richness, and revisit intention. To ensure the quality of data, reliability and validity assessments were performed, followed by the verification of research hypotheses using Structural Equation Modeling (SEM). The findings indicate that perceived interest and experiential marketing are pivotal variables influencing tourists' revisit intentions. well-being emerges as a crucial driver that enhancing the likelihood of tourists' return visits. Additionally, recreation perception and perceived interest significantly impact well-being, while information richness positively moderates the effects of space atmosphere, place attachment, perceived interest, and environmental image perception on well-being. These findings can be utilized to formulate strategies that influence tourists' intentions to revisit traditional villages.

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Drawing upon its regional culture, natural landscapes, and architectural features, Beishan Village in Zhuhai City, Guangdong Province, has forged a distinctive rural development model that combines an industrial park with tourism. While this approach has catalyzed rural progress, it also encounters numerous complex practical challenges. Utilizing the grounded theory method, this study employs participatory observation, in-depth interviews, and network data analysis to investigate the perspectives of three key stakeholder groups: villagers, tourists, and resident merchants. A model is constructed to capture their environmental perceptions of rural tourism. Based on an analysis of network and interview textual data, as well as the influencing factors identified through the theoretical model, this study proposes several optimization strategies. These include enhancing infrastructure development, cultivating a regional brand culture, strengthening the institutional management framework, establishing a rural sharing economy platform, and introducing digital tours. These strategies are designed to refine and enhance Beishan Village's development model, offering insights for similar villages and advancing the integration of beautiful China initiatives with urban and rural development efforts.

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Introduction: In contemporary society, people spend long periods under high stress, and tourism activities have gradually been internalized as a new means of stress release and self-recovery. Studies have found that the high-quality natural environment of rural tourism destinations has a higher restorative effect than other places, and the rural natural environment can provide psychological recovery to visitors on top of offering visual beauty and other experiences. Methods: This paper starts with the relationship between rural place perception and restorative experience evaluation. Based on theories such as the restorative environments theory, we investigates whether rural natural environmental factors have a restorative effect on recreationists through collecting 300 questionnaires and using SPSS 26.0 structural equation modeling for analysis. Results: The study found that there is a positive correlation between rural natural perception, place dependence, and restorative experience, forming a positive feedback loop dynamic system. The analysis suggests that enhancing the perception of the rural natural environment and place attachment can improve the restorative experience of recreationists in rural settings. Discussion: This research establishes a systematic research framework for the relationship between rural natural perception, place attachment, and restorative experience, to deeply understand the dynamic interaction between them. It reveals the relationship between rural natural perception and restorative experience, suggesting that enriching the perceptual elements in rural natural spaces can meet the diverse needs of recreationists, enhance the sense of dependence and identification with rural spaces, and thus promote the psychological well-being and restorative experience of recreationists. The study also finds that place dependence plays a mediating role between rural natural perception and restorative experience. Place attachment and place identity, as mediating variables, act as bridges and catalysts in the process of rural natural perception affecting restorative experience.

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This study aims to optimize the evaluation and decision-making of ethnic tourism resources through the utilization of deep learning algorithms and Internet of Things (IoT) technology. Specifically, emphasis is placed on the recognition and feature extraction of Mongolian decorative patterns, providing new insights for the deep application of cultural heritage and visual design. In this study, the existing DL algorithm is improved, integrating the feature extraction algorithm of ResNet + Canny + Local Binary Pattern (LBP), and utilizing an intelligent decision method to analyze the intelligent development of indigenous tourism resources. Simultaneously, the DL algorithm and IoT technology are combined with visual design and convolutional neural networks to perform feature extraction and technology recognition. Visual design offers an intuitive representation of tourism resources, while fuzzy decision-making provides a more accurate evaluation in the face of uncertainty. By implementing an intelligent decision-making system, this study achieves a multiplier effect. The integration of intelligent methods not only enhances the accuracy of tourism resource evaluation and decision-making but also elevates the quality and efficiency of the tourism experience. This multiplier effect is evident in the system's capacity to manage substantial datasets and deliver prompt, precise decision support, thus playing a pivotal role in tourism resource management and planning. The findings of this study demonstrate that optimizing intelligent development technology for rural tourism through IoT can enhance the efficacy of intelligent solutions. In terms of pattern recognition accuracy, AlexNet, VGGNet, and ResNet achieve accuracies of 90.8 %, 94.5 %, and 96.9 %, respectively, while the proposed fusion algorithm attains an accuracy of 98.8 %. These results offer practical insights for rural tourism brand strategy and underscore the utility of applying fuzzy decision systems in urban tourism and visual design. Moreover, the research outcomes hold significant practical implications for the advancement of Mongolian cultural tourism and provide valuable lessons for exploring novel paradigms in image analysis and pattern recognition. This study contributes beneficial insights for future research endeavors in related domains.

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Rural tourism is a powerful way to revitalize the countryside, and its spatial pattern is crucial for sustainable development. This paper analyzes the spatial distribution of rural tourism characteristic villages in Henan Province by taking 723 villages as the research object and using the nearest neighbor index, kernel density analysis, and spatial autocorrelation. It investigates the influencing factors utilizing the optimal parameters-based geographical detector (OPGD) model. The results show that, firstly, the overall spatial distribution of the rural tourism characteristic villages in Henan Province is characterized by aggregation and unbalanced distribution, and the overall spatial distribution density demonstrates the aggregation characteristics of "four cores and one belt". Secondly, the rural tourism characteristic villages can be divided into four primary categories, agricultural industry, rural culture, and featured villages and towns. The spatial distributions of the four main categories are all clustered. Thirdly, the primary factors affecting the differences in the spatial distribution of the rural tourism characteristic villages are the topographic features, economic development level, tourism market potential, traffic capacity, and relevant policies, among which the critical factor is the number of A-class scenic spots in the tourism market potential. To promote the optimisation of the spatial pattern of rural tourism, it is necessary to strengthen resource integration. Furthermore, it is important to conduct in-depth exploration of more factors in order to provide comprehensive guidance for the sustainable development of rural tourism.

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Rural tourism has been widely recognized as a means of promoting the revival of traditional villages and has been supported by numerous researchers. It has the potential to provide significant social and economic advantages, making it a popular strategy for rural development in both developed and developing countries. Nevertheless, a growing body of research has substantiated the significant disruptions that rural tourism has imposed on traditional villages. This study employed the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) qualitative method to systematically analyze 92 papers from WOS and SCOPUS that investigate the impact of rural tourism on traditional villages. The papers were categorized into five groups: spatial, economic, sociocultural, and holistic. This categorization allowed for the identification of the purpose, theme, sub-topics, research methods, and data sources used in these papers, which in turn provided an overview of the characteristics and overall trends in research in this field. It compensates for the deficiencies of lesser reviews that just emphasize rural tourism as the primary catalyst for the sustainable development of traditional villages. Based on a thorough investigation, this paper asserts that the development of tourism in traditional villages should be differentiated from typical rural tourism sites that prioritize the preferences of tourists. The primary objective should be to prioritize the preservation of community values, with a strong emphasis on community participation. This should be done while considering the interests of various stakeholders and promoting a diverse range of livelihoods that are rooted in traditional practices. By doing so, the essence of authenticity in traditional villages can be reinforced, leading to a greater sense of connection and loyalty among tourists. The preservation of traditional village genes fosters a symbiotic relationship with rural tourism, resulting in a mutually beneficial cycle.

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This study aimed to analyze the interest, willingness to pay, and profile of tourists participating in specific agrotourism activities linked to extensive livestock farming in order to encourage the development of those activities that are most demanded by tourists, as well as to support the proposals for improvements to promote this kind of tourism in the region of Andalusia (Spain). For this purpose, a survey was conducted, which was organized into six sections: (i) sociodemographic data, (ii) general aspects of tourism, (iii) rural tourism, (iv) livestock farming and tourism, (v) benefits of extensive livestock farming, and (vi) tourism activities linked to livestock farming. A total of 892 responses were received, out of which 753 were analyzed. The results show that the respondents are interested or motivated by the proposed activities. The most attractive activities are those related to livestock farming, which involve some kind of workshop on the production of handicrafts. Despite tourists having low-to-medium knowledge of extensive livestock farming, they all express a highly positive perception of the associated attributes. Developing strategies to enhance the willingness to pay for agrotourism activities is crucial, with the overall experience being a key element of their success.

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PURPOSE: This research article aims to assess the behavior of tourists in sustainable rural mountain tourism during the COVID-19 pandemic, focusing on the role of social media usage. It investigates the key social media features that influence tourist behavior and introduces the concept of perceived risk as a novel variable within the Technology Acceptance Model (TAM) to deepen our understanding of the relationship between social media use and tourist behavior. DESIGN/METHODOLOGY/APPROACH: The study conducts an extensive literature review and utilizes survey analysis. Three parameters-perception of risk, perception of value, and trust in social media-are employed to measure the impact of influential social media features. Statistical tests are applied to validate the new variable of perceived risk within the TAM. FINDINGS: The study unveils that tourists' perception of risk associated with social media has the most significant influence on their behavior in rural mountain tourism during the pandemic. Additionally, it identifies that active engagement of tourists in online discussions positively affects both tourist behavior and social media usage, emphasizing the importance of community participation. RESEARCH LIMITATIONS/IMPLICATIONS: The research acknowledges limitations, including the need for further validation of the perceived risk variable and the consideration of contextual influences. Future studies should explore additional variables and encompass diverse tourist populations to expand the understanding of social media usage and tourist behavior in rural mountain regions. CONTRIBUTION OF RESEARCH: This research significantly advances the understanding of tourist behavior in sustainable rural mountain tourism during the COVID-19 pandemic by introducing the novel variable of "perceived risk" within the Technology Acceptance Model. The study identifies influential social media features and underscores the positive effects of participatory habits, providing valuable insights for promoting sustainable tourism through targeted social media interventions. PRACTICAL IMPLICATIONS: This research holds significant practical implications for practitioners and policymakers seeking to promote sustainable tourism in rural mountain regions, particularly during the COVID-19 pandemic. The identification of influential social media features and the emphasis on participatory habits among tourists offer actionable insights. Practitioners can leverage these findings to design targeted social media interventions that foster community engagement and enhance tourists' perception of value while mitigating perceived risks. Policymakers can use this information to shape strategies that encourage interactive online platforms, creating a sense of community participation to boost sustainable tourism.

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Rural tourism spurs economic growth and jobs but harms the Environment due to energy demands. The study accounts for energy use, globalization, and economic growth to assess and mitigate rural tourism's environmental impact. For data covering 2001Q1 to 2019Q4, GMM approaches are utilized to analyze the environmental implications of rural tourist enterprises. The findings suggest that rural tourism-related catering services increased substantial and positive overall environmental quality, except N2O. However, food and beverage services negatively influence greenhouse gas emissions and only PM2.5 in air pollution. Sightseeing hurts greenhouse gas emissions while having a positive impact on air pollution. Furthermore, traveling has a considerable negative influence on CO emissions in air pollutants. Energy use only has a substantial influence on CO2 and CO, but GDP has a negative impact on N2O emissions. Globalization has a negative impact on CO2 and air pollutants other than PM2.5. Catering services associated with rural tourism positively affect overall environmental quality, excluding N2O emissions. Rural tourism's food and beverage services harm greenhouse gas emissions (including CO2) and air pollution (particularly PM2.5). Traveling has a significant negative impact on CO emissions, but sightseeing has a dual impact, both negative on greenhouse gas emissions and positive influence on air pollution. Furthermore, shopping and leisure have little impact on overall environmental quality in China. The crucial efforts' policy ramifications are addressed as well.

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The fundamental purpose of tourism destination development is to improve the quality of life of local residents. For the minority areas in Guizhou Province in China, tourism development can achieve good ecological, economic and social benefits. This research is aimed at to exploring the key driving factors which can improve the quality of local destinations. On the basis of literature analysis and to visit many villages, 8 variables are found, which are tourism resources, tourism location, tourism development environment, tourists' preference, tourism stakeholders, tourism products, tourism innovation and the development tourism destination. 19 hypotheses are proposed and a theoretical models is established. Through the sequential mixed method of qualitative phase and quantitative phase and model test with SEM, it is found: 1) all factors have significant positive effects on the development of rural tourism destinations. 2) The primary factors driving the development of rural tourism destinations are CTR, TL and tourism innovation. 3) Most factors interact with each other to drive the development of minority tourism destinations. Finally, according to the research results, combined with the current situation of the development of rural tourism destinations, the study puts forward suggestions and prospects to promote the development of rural minority tourism destinations.

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This study offers an integrated service management system for rural tourist information based on a cloud platform to address the three main issues of high platform concurrency, difficulty storing and managing data, and trouble sharing data functions. Three levels-data, process, and architecture-are considered in the analysis and design of the platform. The Hadoop data storage system makes possible the collection, storage, administration, and exchange of data functions for large amounts of heterogeneous data from many different sources by utilising Netty data transmission technology, hybrid data storage technology, and the Web Foundation. The results demonstrate that the system's response time is low, and the CPU consumption time and the average utilisation rate meet the actual needs. They resolve issues with the current rural tourism platforms application, such as the difficulty of data collection, the low rate of reuse, the low rate of sharing, the lack of timely updates, and severe island phenomena.

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BACKGROUND: Health and safety protocols have become a requirement to promote rural tourism (PRT). From this perspective, this paper empirically analyses how the health and safety dimensions influence the happiness of hotel managers and rural tourists in the post-Covid 19 era. METHODS: A theory-based structural equation model will be carried out of activation of norms, that measure variables: sanitary, socioeconomic, and safety. Precisely, we will measure how those three attributes affect the managers-guests' health in rural areas and their search for happiness at the rural destination. Based on the above, a field of study has been 215 rural tourist accommodations in the Extremadura region (Spain) and a sample population of 443 guests. Data were organised through the SEM-PLS path modelling. RESULTS: The results achieved statistically show the need to undertake a new model of healthier and safer tourism consumption that values the tourist resources of rural areas, especially nearby and sustainable destinations, based on the guiding principles of safety, health, and happiness. CONCLUSIONS: The first conclusion is that promoting tourist destinations under safe and healthy conditions has become a priority objective in the tourism industry. The second conclusion that follows from the first is that the variables safety and health and the pursuit of happiness are essential factors in promoting tourist destinations for rural hotel managers and rural tourists. The third conclusion related to the first two is that the opportunity that this study provides to develop strategies of an innovative, sustainable, and creative nature based on the relationships of the new trinomial of health, safety and happiness, from the perspective of happiness management.

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While there have been numerous studies investigating the impact of the COVID-19 pandemic on tourism, few research projects have examined the impact of the outbreak on using smart tourism technologies (STT), especially in developing countries. This study adopted thematic analysis, with data collected using in-person interviews. The participants for the study were selected using the snow-balling technique. We explored the process of developing smart technologies during the pandemic and its impact on smart rural tourism technology development upon travel restart. The subject was investigated by focusing on five selected villages in central Iran which have tourism dependent economies. Overall, the results indicated that the pandemic partially changed the government's resistance towards the fast development of smart technologies. Thus, the role of smart technologies in curbing the virus spread was officially recognized. This change of policy led to the implementation of Capacity Building (CB) programs to improve digital literacy and minimize the digital gap that exists between urban and rural areas in Iran. Implementing CB programs during the pandemic directly and indirectly contributed to the digitalization of rural tourism. Implementing such programs enhanced tourism stakeholders' individual and institutional capacity to gain access to and creatively use STT in rural area. The results of this study improve our understanding and knowledge of the impact of crises on the degree of acceptability and use of STT in traditional rural societies.

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In the context of China's implementation of the rural revitalization strategy and establishment of a mechanism to realize the value of ecological products, rural tourism as an eco-friendly industry promotes regional social and economic development with high-quality natural and ecological conditions in rural areas and is one of the key patterns to realize regional green development. Existing studies in the field focus on the spatial relationship between rural tourism and traditional factors such as economy, population, and transportation and ignore to some extent the relationship between ecosystem services and rural tourism. However, from the perspective of distribution, rural tourism is popular mainly in areas with high ecological quality, so it can be inferred that there is a relationship between ecosystem services and rural tourism. Therefore, this paper targets the key problem-the spatial relationship between ecosystem regulation services and rural tourism, taking rural tourist spots in six districts and counties in the Wuling Mountains in southeastern Chongqing as the subjects, and using the geo-econometric analysis method and geographic detector model to analyze the spatial-driving and development-support roles of ecosystem services on rural tourism. The results show that: (1) the nearest neighbor index of the distribution of rural tourist spots in the regions of study is 0.28, showing a significant clustering trend as a whole; (2) there are obviously high-value areas among the six types of ecosystem regulation services, which are mainly distributed in forest ecosystems; (3) the driving effects of dual factors are more significant, and the combined driving effects of climate regulation and anion supply services are the most significant, with the q value of these driving effects being 0.1962; (4) from the perspective of the supply-demand relationship of industrial development, ecosystem services play an important role in supporting the development of rural tourism. Based on these results, it is proposed in this paper that, in the next step, a comprehensive analysis of the impact of ecosystem regulation services should be conducted during the special planning of rural tourism and the rational layout of industries should be guided on the premise of compliance with space-use control, as well as economical and intensive land use, to support the scientific formulation of regional rural tourism development strategies with new ideas based on basic analysis and better realize the value of ecological products and boost rural revitalization.

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Purpose: There is a lack of research on the composition of destination attributes of memorable tourism experiences (MTEs) and their impact on tourist loyalty in Chinese rural tourism. Based on the extended SOR (stimulus-organism-response) theory, this study constructs a model of destination attributes (gastronomy, accommodation, physiography, and rural lifestyle) of MTEs on tourists' recommend intention and revisit intention under the chain mediating effect of positive arousal and memory in Chinese rural tourism. Methods: Through the judgment sampling method, this study distributed questionnaires to the subjects who met the sampling standard in all provincial administrative regions in China. Finally, 270 valid questionnaires from 29 provincial administrative regions were obtained and the proposed hypotheses were verified using a structural equation model. Results: The results show that gastronomy, accommodation, physiography and rural lifestyle are all destination attributes of MTEs in Chinese rural tourism, and all have a positive impact on positive arousal. In addition, they are positively correlated with recommend intention and revisit intention through the chain mediating effect of positive arousal and memory. Conclusion: This study explored the impact mechanism of destination attributes of MTEs on tourist destination loyalty in the field of Chinese rural tourism to enrich findings pertaining to the study of MTEs in different contexts. Four destination attributes of MTEs were proposed and verified, and this study also confirmed that destination attributes of MTEs vary with respect to the research context. The new destination attribute of MTEs was discovered. The research results showed that managers can deliver MTEs to tourists through optimizing gastronomy, accommodation, physiography and rural lifestyle, thus generating positive arousal, deepening their memory and then gaining their loyalty. In addition, the extended SOR theory proved that it could effectively and comprehensively explain the influencing mechanism of MTEs on tourist loyalty.

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Tourism experiences bring about physical or psychological feelings in tourists, which can not only leave tourists with deep memories, but also affect their behavioral intentions. Tourism experiences are meaningful only if they can be remembered and influence word of mouth and decision making. A better understanding of what influences tourism experience memory will help optimize the supply and further development of tourism destinations. This study explores the antecedents of rural tourism experience memory from the tourism supply perspective, revealing the mechanism of effect of these antecedents on tourists' tourism experience memory formation through a questionnaire-based survey of 556 participants in Xidi Village, China, and correlation and multiple regression analyses. The results show that perceptions about the supply of rural tourism destinations trigger positive emotions that, in turn, affect the formation of rural tourism experience memory. Through the mediating role of positive emotions, there is a significant correlation between perception of rural tourism destination supply and the formation of rural tourism experience memories.

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Residents' environmental citizenship behavior is essential to the environmental protection and sustainable development of rural destinations. However, previous research with regards to environmental citizenship behavior has focused on an employee perspective, rather than a resident one. Through the theoretical lens of the Stimulus-Organism-Response (SOR) model, our research examined how perceived environmental CSR (ECSR) contributes to residents' environmental citizenship behavior, with resident-environment relationship quality acting as the organism. Data collected from a Chinese rural destination were analyzed with a structural equation modeling approach. Results indicate that: (1) perceived ECSR directly and positively influences residents' environmental citizenship behavior; (2) relationship quality variables (i.e., environmental identification and environmental commitment) directly and positively affect residents' environmental citizenship behavior; (3) environmental identification directly and positively affects environmental commitment; (4) relationship quality variables positively mediate the effect of perceived ECSR on residents' environmental citizenship behavior. The current research complements existing tourism literature on environmental citizenship behavior with a focus on perceived ECSR and relationship quality from the aspect of residents in rural destinations. The findings also provide some practical implications that potentially facilitate the adoption of environmental citizenship behavior among residents for sustainable destination management.

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At present, there are almost 700 million rural population in China, and the farm and farmers in China are highly associated with the steadiness and development of the country and even the world. Farmers are the main subjects in rural development and play a vital role in the reception, management, and benefit distribution in rural tourism activities during the development of rural tourism. Farmers' perception and participation intention in rural tourism development are directly related to the sustainable development of rural tourism and the realization of rural revitalization goals. The decision-making process of participation in the rural tourism development fits the application conditions of the technology acceptance model (TAM). Therefore, in order to explore the influencing factors of farmers' decision-making process in participating in the rural tourism, this study employs the technology acceptance model to predict and judge individual farmers' willingness and behavior to participate in the rural tourism. The government trust and perceived risk in the real problem of low participation of farmers in the rural tourism development are considered. Then, an extended technology acceptance model was established by taking 409 farm households as research samples. The influence of government trust on farmers' participation intention in the rural tourism was empirically analyzed based on the PLS-SEM model. The results show that farmers' perceived usefulness and perceived ease of use in rural tourism affect their participation intention. Farmers' judgments on whether governments can assume public responsibilities and achieve public interests through rural tourism development affects their trust in government, while the government trust can positively affect farmers' participation intention via perceived usefulness and perceived ease of use. This indicates that government trust is an important antecedent variable influencing farmers' participation in the rural tourism. The perceived risk affects farmers' perceived usefulness and participation intention in the rural tourism, and plays a moderating role in the relationship between government trust and perceived usefulness. Finally, this study recommends to highlight the utility and convenience of rural tourism participation during the promotion of farmers' participation in rural tourism development, enhance the ability of farmers to participate in rural tourism development, and choose multiple channels to increase government trust to reduce farmers' risk concerns.

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Improper waste disposal of tourists has detrimental impacts on the environment, economy, and people in rural destinations. Separating at the source is an effective means to mitigate these adverse impacts on rural destinations. Hence, identifying factors influencing tourists' waste sorting intentions in rural destinations is critical to the sustainability of rural tourism and rural land. However, few studies focus on tourists' waste sorting intentions. Drawing on the theory of planned behavior (TPB) and social capital, this research examined the determinants of tourists' waste sorting intentions in rural destinations. A total of 395 valid questionnaires were collected from a rural destination in Huzhou, China. The results indicated that: (1) all TPB variables, i.e., attitude toward the behavior, subjective norms, and perceived behavioral control, positively and directly affect tourists' waste sorting intentions; (2) interpersonal trust directly and positively influences tourists' waste sorting intentions; (3) subjective norms, perceived behavioral control, interpersonal trust, and emotional bonding indirectly influence tourists' waste sorting intentions through the mediation of attitude toward the behavior; (4) emotional bonding does not directly affect tourists' waste sorting intentions, but the link is established through the mediation of attitude toward the behavior. This research expands the body of knowledge by integrating individuals' psychological elements with their social contexts. The findings offer some theoretical and managerial implications for understanding how tourists' social contexts facilitate tourists' waste sorting intentions.

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The development of rural tourism presents the complexity of the industry, environment, governance, and coordination structure. In tourism development, due to the high dispersion and fragmentation of property rights of the resource objects themselves, as well as the involvement of many "atomic" property rights and other stakeholders, coupled with the lack of strong organization and leadership, the full development and utilization of rich tourism resources in rural areas is becoming problematic. It is difficult to realize the "rental value" of tourism resources, which leads to the tragedy of anti-commons. Taking the case of China, this paper explores the occurrence of anti-commons tragedy in the development of rural tourism, identifies the problems caused by the tragic governance of the anti-commons in the current environmental development, and further examines the governance path of the anti-commons tragedy in the tourism sector. The purpose of the study is to optimize the development environment of rural tourism and build a healthy space suitable for industry, residence, and tourism.

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