Abstract
Rural tourism has become an important component of domestic travel in China. To understand how consumers evaluate rural offerings, this study uses a discrete choice experiment, fielded in Guangdong Province, to examine preferences for eight attributes. Results indicate positive preferences for natural scenery, local cuisine, cultural experiences, outdoor activities, and accommodations, alongside negative sensitivity to higher prices and longer travel distances. Using latent class analysis, we identify three distinct segments: Senior Nature Seekers (12.43%), Young Quality Explorers (35.03%), and Broad-acceptance Experience Pursuers (52.54%). These groups exhibit diverse priorities, ranging from ecological engagement to cultural or family-compatible pursuits. Descriptive comparisons of thematic interests (e.g., farm experiences, health/wellness) further suggest segment-specific ordering of preferences within our sample. The findings provide evidence to inform tailored marketing strategies and tourism products, while potentially supporting broader goals such as environmental sustainability, heritage preservation, and community well-being.
You have requested "on-the-fly" machine translation of selected content from our databases. This functionality is provided solely for your convenience and is in no way intended to replace human translation. Show full disclaimer
Neither ProQuest nor its licensors make any representations or warranties with respect to the translations. The translations are automatically generated "AS IS" and "AS AVAILABLE" and are not retained in our systems. PROQUEST AND ITS LICENSORS SPECIFICALLY DISCLAIM ANY AND ALL EXPRESS OR IMPLIED WARRANTIES, INCLUDING WITHOUT LIMITATION, ANY WARRANTIES FOR AVAILABILITY, ACCURACY, TIMELINESS, COMPLETENESS, NON-INFRINGMENT, MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. Your use of the translations is subject to all use restrictions contained in your Electronic Products License Agreement and by using the translation functionality you agree to forgo any and all claims against ProQuest or its licensors for your use of the translation functionality and any output derived there from. Hide full disclaimer
Details
1 South China Agricultural University, College of Economics & Management, Guangzhou, China (GRID:grid.20561.30) (ISNI:0000 0000 9546 5767); South China Agricultural University, College of Electronic Engineering & College of Artificial Intelligence, Guangzhou, China (GRID:grid.20561.30) (ISNI:0000 0000 9546 5767)
2 South China Agricultural University, College of Economics & Management, Guangzhou, China (GRID:grid.20561.30) (ISNI:0000 0000 9546 5767)
3 Dongguan Agricultural Science Research Center, Dongguan, China (GRID:grid.20561.30)
4 Zhaoqing University, School of Economics and Management, Zhaoqing, China (GRID:grid.413067.7) (ISNI:0000 0004 1758 4268)
5 South China Agricultural University, College of Public Management, Guangzhou, China (GRID:grid.20561.30) (ISNI:0000 0000 9546 5767)