“…Past researchers (Crouch, 2011;Dwyer & Kim, 2003;Gomezelj & Mihalič, 2008;Hallmann, Müller, Feiler, Breuer, & Roth, 2012;Hudson, Ritchie & Timur, 2004) have investigated the supply side of the destination, but the demand side of destination or tourist's perspectives have not been thoroughly study (e,g., Akroush, Jraisat, Kurdieh, AL-Faouri & Qatu, 2016;Formica, 2004;Yoon, 2002). Clearly, consumers play a main role in the tourism system and their perspectives are regarded as a key resource and one of the competitive advantages for rural tourism business (Pikkemaat & Müller, 2008).…”