Influence of Sustainable Development by Tourists’ Place Emotion: Analysis of the Multiply Mediating Effect of Attitude

Abstract

Place emotion is an important factor in studying the behavioral intention of tourists. Based on the planning behavior theory and goal-oriented behavior model, this article combines the actual situation of rural tourist, expands the behavioral theory, and constructs the tourist behavior of place emotion. This paper takes the World Cultural Heritage Sites Xidi and Hongcun as research cases and uses Structural Equation Modeling (SEM) research methods. The results indicate that the constructed behavior intention of tourists traveling in rural areas gives a good explanation and goodness of fit. The influence of place emotion on behavioral intention is stronger than attitude, subjective norm, and perceptual behavior control. Through multiple mediation analysis, attitudes have partial mediating effects on place emotions, perceptual behavior control, and subjective norms, and the place emotion has the most significant among the indirect effects, followed by subjective norms and perceptual behavior control. The results provide reliable advice for the sustainable development of rural tourism.

Visiting Intangible Cultural Heritage Tourism Sites: From Value Cognition to Attitude and Intention

“…Some authors [47] have found that people with greater emotional well-being are more likely to express positive attitudes towards purchasing sustainable products. Other researchers [48] have found that emotion has a positive influence on tourism attitude, whereas attitude has a partial mediating effect on emotion. Respondents may use a series of positive, negative, or mixed emotional words to express their attitudes towards value perceptions of tourism products during interviews [49].…”

Exploring Determinants of Consumers’ Platform Usage in “Double Eleven” Shopping Carnival in China: Cognition and Emotion from an Integrated Perspective

“…In summary, prior studies mainly interpreted the GOSC consumers' decision-making process from the cognitive and rational perspective and indicated that consumers are likely to carefully evaluate risks and benefits of consumption in GOSC. In addition, these findings also suggested that the festival atmosphere of GOSC usually arouse people's emotion of excitement and pleasure, and such an emotion determined consumers' shopping decisions [15][16][17]. However, this strand of literature is scarce, and few studies have explored the roles of cognition and emotional state within the decision-making process of consumers based on an integrated theoretical framework.…”

Community-Based Tourism as a Sustainable Direction in Destination Development: An Empirical Examination of Visitor Behaviors

“…Researchers also might investigate such measurements design using different analytical methods such as SEM using partial least square [48]. Second, previous studies in sustainable tourism asserted the importance of some mediators that clearly explained travelers' sustainable decision-making process and behaviors (e.g., satisfaction, emotions, commitment) [1,40,49]. Yet, the present research did not include such crucial mediators that possibly maximize the effect of independent variables on the outcome variables.…”