An investigation of the influencing factors of behavioural intention in rural tourism based on the embodied perspective

This study investigates the determinants of behavioural intention in rural tourism by integrating Embodiment Theory with the Stimulus-Organism-Response (SOR) Model. Targeted face-to-face surveys were used to collect quantitative data from 500 participants in Henan, China, a region representative of evolving rural tourism dynamics. The results of structural equation modelling analysis reveal that visitor engagement, authenticity, and memorable tourism experiences (MTEs) significantly and directly influence behavioural intention. The findings also highlight the critical mediating role of MTEs, which facilitate how sensory experience, visitor engagement, and authenticity drive behavioural outcomes. Among the control variables, trip frequency was found to significantly impact behavioural intention, whereas demographic characteristics yielded no notable effect. These insights suggest that for rural destinations in emerging economies, fostering multisensory engagement and authentic connections is essential for cultivating lasting visitor memories and repeat visitation. The study further underscores that an innovative, embodiment-based approach can refine tourism management strategies and enhance the competitive positioning of rural heritage sites. Overall, this research presents a novel framework for comprehending the psychological and embodied drivers of rural tourism behaviour, offering both theoretical and practical implications.

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