Abstract:Developing rural tourism is a comprehensive strategy for improving the rural economy. The Structure Equation Model (SEM) approach was applied to test how attraction and experiential values of a rural region affect the tourists’ satisfaction and their decision to revisit. After interviewing 353 tourists during their trip to Hakka County, Miaoli, Taiwan, the new finding of this study is that rural life and culture are more attractive than rural scenery to tourists. This implies a strong preference for tourists t… Show more
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