Rural tourism perception factors: A case study in the Zhengzhou region

Rural tourism serves as a pivotal catalyst for rural revitalization, with its trajectory influenced by diverse factors within tourist destinations. This study aims to refine the analysis of tourists’ engagement in rural tourism dimensions by leveraging perceived value theory. Focusing on the rural tourism unit of Zhengzhou, this paper employs a four-dimensional approach encompassing service perception, ecological perception, product perception, and tourists’ participation. Utilizing a Likert five-level scale questionnaire distributed in June to July 2023 and employing structural equation modelling (SEM), the study examines the interplay between tourists’ perceptions and their contribution to rural tourism participation. Findings underscore the importance of integrating perceived value theory into rural tourism analysis, enhancing understanding of key influencing factors. Notably, tourists exhibit a heightened perception of environmental quality, with service perception significantly influencing participation. Conversely, while a positive correlation exists between product and ecological perceptions, its impact on participation is comparatively weaker. These insights carry practical implications for enhancing rural tourism services and fostering greater tourist participation, thus bolstering rural revitalization efforts. This study addresses a gap in prior research by developing and validating a comprehensive model that explores the perception-participation dynamics in rural tourism contexts.