Destination attributes, tourist loyalty behavior and administration towards rural tourism in Jiangxi Province, China

International Journal of Research Studies in Management
Tourism Educators and Movers of the Philippines Special Issue
2022 Volume 10 Issue 5

Available Online: 25 October 2022


Zhou, Guohong
Jiangxi Science & Technology Normal University, China (

Borbon, Noelah Mae D.*
Lyceum of the Philippines University Batangas, Philippines (


Against the backdrop of the COVID-19 pandemic, the development of short-distance rural tourism has ushered in important opportunities globally. Improving tourist loyalty has become one of the most effective ways to develop rural tourism due to its low cost. In recent years, China’s rural tourism has made great achievements under the role of administration, and the practice is worth learning from. This study takes Jiangxi Province, a well-developed rural tourism province in China as an example, to evaluate the impact of administration on destination attributes and tourist loyalty behavior towards rural tourism. As a quantitative research, this study used a validated and reliable instrument to conduct an anonymous survey in a snowball manner through an online platform, and finally obtained valid data on 779 people from 29 provinces in China who have experienced rural tourism in 11 prefecture-level cities of Jiangxi Province. The results show that the respondents have a strong desire and loyal behavioral intention to travel to rural areas. They agreed with the attributes of rural destinations and preferred physiography. Respondents agree with administration towards rural tourism, and are more likely to perceive central administration. The study confirms that pairwise significant correlations between the three variables of destination attributes, tourist loyalty behavior and administrative perception towards rural tourism. Based on these, a rural tourism development framework that is conducive to improving tourists’ loyalty behavior is proposed, and some development recommendations for different stakeholders are given to better promote the current development of rural tourism.

Keywords: administration, COVID-19 pandemic, destination attributes, loyalty behavioral intention, rural tourism



Cite this article:
Zhou, G., & Borbon, N. M. D. (2022). Destination attributes, tourist loyalty behavior and administration towards rural tourism in Jiangxi Province, China. International Journal of Research Studies in Management, 10(5), 71-81.

* Corresponding Author