Abstract
The essence of rural tourism is to gain experiences that differ from those of daily lives. Using Wuyuan County, the most beautiful village in China, as a case site, this study uses content analysis to explore the internal structure and characteristics of tourists’ experiences at rural tourism destinations based on user-generated content. The results indicated that the main drivers of tourists’ travel to rural tourism destinations were appreciating flowers and scenery, hunting for novelty, fulfilling dreams, escape and decompression, and emotional interaction. The rural tourism experience features perceptions of the atmosphere of pastoral scenery, landscape architecture, and local customs; behavioural participation, including photography, social interaction, and service experience; and emotional expression, including relaxation and pleasure, intoxication and enjoyment, reminiscence and admiration, and gratitude and sentiment. A rural tourism experience structure model, travel motivation → atmosphere perception → behavioural participation → emotional expression, was constructed based on the anticipatory experience → on-site experience → remembrance experience timeline. This study not only provides a theoretical explanation of the formation process and structural characteristics of the rural tourism experience but also provides guidance for the planning, designing, and sustainable development of rural tourism products.
Similar content being viewed by others
Data availability
Data are available from the first author upon reasonable request.
References
Agapito, D., Mendes, J., & Valle, P. (2013). Exploring the conceptualization of the sensory dimension of tourism experiences. Journal of Destination Marketing & Management,2(2), 62–73. https://doi.org/10.1016/j.jdmm.2013.03.001
Agapito, D., Valle, P., & Mendes, J. (2014). The sensory dimension of tourism experiences: Capturing meaningful sensory-informed themes in Southwest Portugal. Tourism Management,42, 224–237. https://doi.org/10.1016/j.tourman.2013.11.011
Agyeiwaah, E., Otoo, F. E., Suntikul, W., & Huang, W. J. (2019). Understanding culinary tourist motivation, experience, satisfaction, and loyalty using a structural approach. Journal of Travel & Tourism Marketing,36(3), 295–313. https://doi.org/10.1080/10548408.2018.1541775
Aho, S. K. (2001). Towards a general theory of touristic experiences: Modelling experience process in tourism. Tourism Review,56(3/4), 33–37. https://doi.org/10.1108/eb058368
Alazaizeh, M. M., Hallo, J. C., Backman, S. J., Norman, W. C., & Vogel, M. A. (2018). Giving voice to heritage tourists: Indicators of quality for a sustainable heritage experience at Petra, Jordan. Journal of Tourism and Cultural Change,17(3), 269–284. https://doi.org/10.1080/14766825.2018.1455693
Albayrak, T., Herstein, R., Caber, M., Drori, N., Bideci, M., & Berger, R. (2018). Exploring religious tourism experiences in Jerusalem: The intersection of abrahamic religions. Tourism Management,69, 285–296. https://doi.org/10.1016/j.tourman.2018.06.022
An, S., Choi, Y., & Lee, C. K. (2021). Virtual travel experience and destination marketing: Effects of sense and information quality on flow and visit intention. Journal of Destination Marketing & Management,19, 100492. https://doi.org/10.1016/j.jdmm.2020.100492
An, W., & Alarcón, S. (2021). From netnography to segmentation for the description of the rural tourism market based on tourism experience s in Spain. Journal of Destination Marketing & Management,19, 100549. https://doi.org/10.1016/j.jdmm.2020.100549
Bec, A., Moyle, B., Timms, K., Schaffer, V., Skavronskaya, L., & Little, C. (2019). Management of immersive heritage tourism experiences: A conceptual model. Tourism Management,72, 117–120. https://doi.org/10.1016/j.tourman.2018.10.033
Bogicevic, V., Seo, S., Kandampully, J. A., Liu, S. Q., & Rudd, N. A. (2019). Virtual reality presence as a preamble of tourism experience: The role of mental imagery. Tourism Management,74, 55–64. https://doi.org/10.1016/j.tourman.2019.02.009
Boorstin, D. (1964). The image: A guide to pseudo-events in America. Harper Colophon Books.
Çakmak, E., & Isaac, R. K. (2012). What destination marketers can learn from their visitors’ blogs: An image analysis of Bethlehem, Palestine. Journal of Destination Marketing & Management,1(1–2), 124–133. https://doi.org/10.1016/j.jdmm.2012.09.004
Camprubí, R., & Coromina, L. (2016). Content analysis in tourism research. Tourism Management Perspectives,18, 134–140. https://doi.org/10.1016/j.tmp.2016.03.002
Carneiro, M. J., Lima, J., & Silva, A. L. (2015). Landscape and the rural tourism experience: Identifying key elements, addressing potential, and implications for the future. Journal of Sustainable Tourism,23(8–9), 1217–1235. https://doi.org/10.1080/09669582.2015.1037840
Chen, C. (2010). Properties and structure of the tourism experience: Based on the travel blogs. Tourism Education Press.
Chen, J., Huang, Y., Wu, E. Q., Ip, R., & Wang, K. (2023). How does rural tourism experience affect green consumption in terms of memorable rural-based tourism experiences, connectedness to nature and environmental awareness? Journal of Hospitality and Tourism Management,54, 166–177. https://doi.org/10.1016/j.jhtm.2022.12.006
Chen, L. I. L., Scott, N., & Benckendorff, P. (2017). Mindful tourism experience s: A buddhist perspective. Annals of Tourism Research,64, 1–12. https://doi.org/10.1016/j.annals.2017.01.013
Chen, X., Mak, B., & Kankhuni, Z. (2020). Storytelling approach of the self-reported slow adventure to Tibet: Constructing experience and identity. Tourism Management Perspectives,35, 100679. https://doi.org/10.1016/j.tmp.2020.100679
Coelho, M. F., de Gosling, M., & de Almeida, A. S. A. (2018). Tourism experiences: Core processes of memorable trips. Journal of Hospitality and Tourism Management,37, 11–22. https://doi.org/10.1016/j.jhtm.2018.08.004
Cohen, E. (1972). Toward a sociology of international tourism. Social Research,39(1), 164–189.
Cohen, E. (1979). A phenomenology of tourism experience s. Sociology,13(2), 179–201. https://doi.org/10.1177/003803857901300203
Correia, A., & Kozak, M. (2016). Tourists’ shopping experiences at street markets: Cross-country research. Tourism Management,56, 85–95. https://doi.org/10.1016/j.tourman.2016.03.026
Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience—Steps toward enhancing the quality of life. HarperCollins Publisher.
Cutler, S. Q., & Carmichael, B. (2010). The dimensions of the tourism experience. In M. Morgan, P. Lugosi, & J. R. B. Ritchie (Eds.), The experience of tourism and leisure: Consumer and managerial perspectives (pp. 3–26). Channel View Publications.
Domínguez-Quintero, A. M., González-Rodríguez, M. R., & Paddison, B. (2018). The mediating role of experience quality on authenticity and satisfaction in the context of cultural-heritage tourism. Current Issues in Tourism. https://doi.org/10.1080/13683500.2018.1502261
Graefe, A. R., & Vaske, J. J. (1987). A framework for managing quality in the tourism experience. Annals of Tourism Research,14(3), 390–404. https://doi.org/10.1016/0160-7383(87)90110-1
Huang, J., & Hsu, C. H. C. (2010). The impact of customer-to-customer interaction on cruise experience and vacation satisfaction. Journal of Travel Research,49(1), 79–92. https://doi.org/10.1177/0047287509336466
Idziak, W., Majewski, J., & Zmyślony, P. (2015). Community participation in sustainable rural tourism experience creation: A long-term appraisal and lessons from a thematic villages project in Poland. Journal of Sustainable Tourism,23(8–9), 1341–1362. https://doi.org/10.1080/09669582.2015.1019513
Io, M. U. (2016). Exploring the impact of hedonic activities on casino-hotel visitors’ positive emotions and satisfaction. Journal of Hospitality and Tourism Management,26, 27–35. https://doi.org/10.1016/j.jhtm.2015.07.004
Jeong, M., & Shin, H. H. (2020). Tourists’ experiences with smart tourism technology at smart destinations and their behavior intentions. Journal of Travel Research,59(8), 1464–1477. https://doi.org/10.1177/00472875198830
Jepson, D., & Sharpley, R. (2015). More than sense of place? Exploring the emotional dimension of rural tourism experiences. Journal of Sustainable Tourism,23(8–9), 1157–1178. https://doi.org/10.1080/09669582.2014.953543
Kastenholz, E., Carneiro, M. J., & Eusébio, C. (2015). Diverse socializing patterns in rural tourist experiences: A segmentation analysis. Current Issues in Tourism,21(4), 401–421. https://doi.org/10.1080/13683500.2015.1087477
Kastenholz, E., Carneiro, M. J., Marques, C. P., & Lima, J. (2012). Understanding and managing the rural tourism experience—The case of a historical village in Portugal. Tourism Management Perspectives,4, 207–214. https://doi.org/10.1016/j.tmp.2012.08.009
Kastenholz, E., Carneiro, M. J., Marques, C. P., & Loureiro, S. M. C. (2018). The dimensions of rural tourism experience: Impacts on arousal, memory, and satisfaction. Journal of Travel & Tourism Marketing,35(2), 189–201. https://doi.org/10.1080/10548408.2017.1350617
Kastenholz, E., Marques, C. P., & Carneiro, M. J. (2020). Place attachment through sensory-rich, emotion-generating place experiences in rural tourism. Journal of Destination Marketing & Management,17, 100455. https://doi.org/10.1016/j.jdmm.2020.100455
Kim, H., Woo, E., & Uysal, M. (2015). Tourism experience and quality of life among elderly tourists. Tourism Management,46, 465–476. https://doi.org/10.1016/j.tourman.2014.08.002
Kim, J. H., & Ritchie, J. R. B. (2013). Cross-cultural validation of a memorable tourism experience scale (MTES). Journal of Travel Research,53(3), 323–335. https://doi.org/10.1177/0047287513496468
Lai, I. K. W., Yang, T., & Hitchcock, M. (2020). Evaluating tourists’ emotional experiences regarding destination casino resorts: An impact-asymmetry analysis. Journal of Destination Marketing and Management. https://doi.org/10.1016/j.jdmm.2019.05.008.16
Larsen, S. (2006). The psychology of the tourism experience expectations, events and memories. In: P. A. Whitelaw, O. G. Barry (Eds.), CAUTHE 2006: to the city and beyond. Victoria University. School of Hospitality, Tourism and Marketing (pp. 1499–1506). https://doi.org/10.3316/informit.678781491578988.
Larsen, S., & Mossberg, L. (2007). Editorial: The diversity of tourism experiences. Scandinavian Journal of Hospitality and Tourism,7(1), 1–6. https://doi.org/10.1080/15022250701225990
Lee, J. S., & Park, S. (2023). A cross-cultural anatomy of destination image: An application of mixed-methods of UGC and survey. Tourism Management,98, 104746. https://doi.org/10.1016/j.tourman.2023.104746
Lee, T. H., Chao, W. H., & Lin, H. Y. (2018). Cultural inheritance of Hakka cuisine: A perspective from tourists’ experiences. Journal of Destination Marketing & Management,7, 101–111. https://doi.org/10.1016/j.jdmm.2016.09.006
Lee, T. H., & Jan, F. H. (2019). The low-carbon tourism experience: A multidimensional scale development. Journal of Hospitality & Tourism Research,43(6), 890–918. https://doi.org/10.1177/1096348019849675
Li, F. S., & Ryan, C. (2018). Souvenir shopping experiences: A case study of chinese tourists in North Korea. Tourism Management,64, 142–153. https://doi.org/10.1016/j.tourman.2017.08.006
Li, J., Xu, L., Tang, L., Wang, S., & Li, L. (2018). Big data in tourism research: A literature review. Tourism Management,68, 301–323. https://doi.org/10.1016/j.tourman.2018.03.009
Li, T., Liu, F., & Soutar, G. N. (2020). Connecting tourism experience and environmental learning. Current Issues in Tourism. https://doi.org/10.1080/13683500.2020.1754354
Lin, H., Zhang, M., Gursoy, D., & Fu, X. (2019). Impact of tourist-to-tourist interaction on tourism experience: The mediating role of cohesion and intimacy. Annals of Tourism Research,76(5), 153–167. https://doi.org/10.1016/j.annals.2019.03.009
Lo, I. S., McKercher, B., Lo, A., Cheung, C., & Law, R. (2011). Tourism and online photography. Tourism Management,32(4), 725–731. https://doi.org/10.1016/j.tourman.2010.06.001
Loureiro, S. M. C. (2014). The role of the rural tourism experience economy in place attachment and behavioral intentions. International Journal of Hospitality Management,40, 1–9. https://doi.org/10.1016/j.ijhm.2014.02.010
Luo, J. M., Lam, C. F., & Fan, D. X. F. (2018). The development of measurement scale for entertainment tourism experience: A case study in Macau. Current Issues in Tourism,23(7), 852–866. https://doi.org/10.1080/13683500.2018.1556251
MacCannell, D. (1973). Staged authenticity: Arrangements of social space in tourist settings. American Sociological Review,79, 589–603. https://doi.org/10.1086/225585
Marine-Roig, E., & Anton Clavé, S. (2016). Perceived image specialisation in multiscalar tourism destinations. Journal of Destination Marketing & Management,5(3), 202–213. https://doi.org/10.1016/j.jdmm.2015.12.007
Mikulić, J., Prebežac, D., Šerić, M., & Krešić, D. (2017). Campsite choice and the camping tourism experience: Investigating decisive campsite attributes using relevance-determinance analysis. Tourism Management,59, 226–233. https://doi.org/10.1016/j.tourman.2016.07.020
Mkono, M. (2012). A netnographic examination of constructive authenticity in Victoria Falls tourist (restaurant) experiences. International Journal of Hospitality Management,31(2), 387–394. https://doi.org/10.1016/j.ijhm.2011.06.013
Mossberg, L. (2007). A marketing approach to the tourism experience. Scandinavian Journal of Hospitality and Tourism,7(1), 59–74. https://doi.org/10.1080/15022250701231915
Narangajavana Kaosiri, Y., Callarisa Fiol, L. J., Moliner Tena, M., Artola, R., & Sánchez García, J. (2017). User-generated content sources in social media: A new approach to explore tourist satisfaction. Journal of Travel Research,58(3), 1–15. https://doi.org/10.1177/0047287517746014
Oh, H., Fiore, A. M., & Jeoung, M. (2007). Measuring experience economy concepts: Tourism applications. Journal of travel research,46(2), 119–132. https://doi.org/10.1177/0047287507304039
Otto, J. E., & Ritchie, J. R. B. (1996). The service experience in tourism. Tourism Management,17(3), 165–174. https://doi.org/10.1016/0261-5177(96)00003-9
Park, D. B., & Yoon, Y. S. (2009). Segmentation by motivation in rural tourism: A korean case study. Tourism Management,30(1), 99–108. https://doi.org/10.1016/j.tourman.2008.03.011
Quan, S., & Wang, N. (2004). Towards a structural model of the tourism experience: An illustration from food experiences in tourism. Tourism Management,25(3), 297–305. https://doi.org/10.1016/S0261-5177(03)00130-4
Ritchie, J. R. B., & Hudson, S. (2009). Understanding and meeting the challenges of consumer/tourism experience research. International Journal of Tourism Research,11(2), 111.
Ruan, W. Q., Jiang, G. X., Li, Y. Q., & Zhang, S. N. (2023). Night tourscape: Structural dimensions and experiential effects. Journal of Hospitality and Tourism Management,55, 108–117. https://doi.org/10.1016/j.jhtm.2023.03.015
Seyfi, S., Hall, C. M., & Rasoolimanesh, S. M. (2020). Exploring memorable cultural tourism experiences. Journal of Heritage Tourism,15(3), 341–357. https://doi.org/10.1080/1743873X.2019.1639717
Sharpley, R., & Jepson, D. (2011). Rural tourism: A spiritual experience? Annals of Tourism Research, 38(1), 52–71. https://doi.org/10.1016/j.annals.2010.05.002
Sheller, M., & Urry, J. (2006). The new mobilities paradigm. Environment and Planning A: Economy and Space,38(2), 207–226. https://doi.org/10.1068/a37268
Stemler, S. (2001). An over view of content analysis. Practical Assessment Research & Evaluation,7(17), 137–146.
Stepchenkova, S., Kirilenko, A. P., & Morrison, A. M. (2009). Facilitating content analysis in tourism research. Journal of Travel Research,47(4), 454–469. https://doi.org/10.1177/0047287508326509
Stepchenkova, S., & Zhan, F. (2013). Visual destination images of Peru: Comparative content analysis of DMO and user-generated photography. Tourism Management,36, 590–601. https://doi.org/10.1016/j.tourman.2012.08.006
Stone, M. J., Soulard, J., Migacz, S., & Wolf, E. (2018). Elements of memorable food, drink, and culinary tourism experiences. Journal of Travel Research,57(8), 1121–1132. https://doi.org/10.1177/0047287517729758
Tung, C. W. S., & Ritchie, J. R. (2011). Exploring the essence of memorable tourism experiences. Annals of Tourism Research,38(4), 1367–1386. https://doi.org/10.1016/j.annals.2011.03.009
Urry, J. (1990). The tourist gaze: Leisure and travel in contemporary societies. Sage.
Walls, A. R., Okumus, F., Wang, Y., & Kwun, D. J. W. (2011). An epistemological view of consumer experiences. International Journal of Hospitality Management,30(1), 10–21. https://doi.org/10.1016/j.ijhm.2010.03.008
Wang, G., Huang, L., Xu, C., He, K., Shen, K., & Liang, P. (2022). Analysis of the mediating role of place attachment in the link between tourists’ authentic experiences of, involvement in, and loyalty to rural tourism. Sustainability,14(19), 12795. https://doi.org/10.3390/su141912795
Wang, N. (1999). Rethinking authenticity in tourism experience. Annals of Tourism Research,26(2), 349–370. https://doi.org/10.1016/s0160-7383(98)00103-0
Wearing, S. L., & Foley, C. (2017). Understanding the tourism experience of cities. Annals of Tourism Research,65, 97–107. https://doi.org/10.1016/j.annals.2017.05.007
Xiang, Z., Schwartz, Z., Gerdes, J. H., & Uysal, M. (2015). What can big data and text analytics tell us about hotel guest experience and satisfaction? International Journal of Hospitality Management,44, 120–130. https://doi.org/10.1016/j.ijhm.2014.10.013
Xie, Y. J. (2011). Tourism Studies (3rd edition). Beijing: China Tourism & Travel Press. pp 242: 251–252.
Ye, S., Wei, W., Wen, J., Ying, T., & Tan, X. (2021). Creating memorable experience in rural tourism: A comparison between domestic and outbound tourists. Journal of Travel Research,60(7), 1527–1542. https://doi.org/10.1177/0047287520951641
Zatori, A., Smith, M. K., & Puczko, L. (2018). Experience-involvement, memorability and authenticity: The service provider’s effect on tourism experience. Tourism Management,67, 111–126. https://doi.org/10.1016/j.tourman.2017.12.013
Zhang, C. Z., & Zhang, X. (2017). Constructing a mobile travel experience model: Empirical study of cyclists travelling to Tibet. Geographical Research,36(12), 2332–2342. https://doi.org/10.11821/dlyj201712005
Zhou, L. (2014). Online rural destination images: Tourism and rurality. Journal of Destination Marketing & Management,3(4), 227–240. https://doi.org/10.1016/j.jdmm.2014.03.002
Acknowledgements
This research is supported by the Central China Normal University Graduate Education Innovation Fund Project in 2022 (Grant No. 2022CXZZ004); “Tsinghua Rural Studies PhD Scholarship” in 2022–2023 (Grant No. 202210); and China Scholarship Council (CSC) scholarship (Grant No. 202106200081).
Author information
Authors and Affiliations
Corresponding author
Ethics declarations
Conflict of interest
The authors declare that they have no competing interests.
Additional information
Publisher’s Note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Rights and permissions
Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.
About this article
Cite this article
Zhu, Z., Wang, R. & Hu, J. The elements identification and model construction of rural tourism experience based on user-generated content. Environ Dev Sustain (2023). https://doi.org/10.1007/s10668-023-03728-6
Received:
Accepted:
Published:
DOI: https://doi.org/10.1007/s10668-023-03728-6