Understanding the influencing factors of tourists’ revisit intention in traditional villages

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.