Journal of Tourism & Hospitality

Journal of Tourism & Hospitality
Open Access

ISSN: 2167-0269

+44 1300 500008

Binbin Ma

Tourism College, Northwest Normal University, Lanzhou, China

  • Research Article   
    Measurement on Impulsive Consumption Behavior in Rural Tourism: A Case of Lanzhou City
    Author(s): Lili Pu*, Xingpeng Chen*, Chengpeng Lu, Li Jiang and Binbin Ma

    Rural tourism has become an important component of Chinese tourism development. The paper established a regression model of pleasure and impulsive consumption in rural tourism. It takes Lanzhou City as a case, which obtained 575 questionnaires, to provide a typical case study for sustainable research of rural tourism consumption from tourists' perception. Using regression analysis, regulation effect and intermediary effect, pleasure will stimulate tourists’ impulsive consumption behavior in rural tourism. The result indicates: Firstly, the pleasure of the rural tourism process will stimulate the impulsive consumption behavior of tourists; for every 1% increase in pleasure, the actual cost of visitors increases by 16.7%. Secondly, the characteristics of rural tourism resources will become an important factor, and the pleasure stimulates consumption in rural t.. View More»
    DOI: 10.35248/2167-0269.22.11.494

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