Analysis of sustainability and authenticity as key elements for rural tourism
Fandos-Herrera, Carmina (Universidad de Zaragoza) ; Labuena, Alberto (Universidad de Zaragoza) ; Orús, Carlos (Universidad de Zaragoza)
Resumen: Purpose
This study aims to analyse the impact of sustainability and perceived authenticity on the perceived image of a rural tourism destination and its influence on the intention to visit and recommendation. The moderating roles of age, gender and motivations, in the relationships established between sustainability and authenticity with the perceived image, are also examined.
Design/methodology/approach
Data were collected from 320 Spanish rural tourists through an online survey. Structural equation modelling was applied to analyse and validate data through SmartPLS 4.0.
Findings
The economic and socio-cultural dimensions of perceived sustainability, and the perceived authenticity of a rural tourism destination, have a significant influence on the perceived image. Likewise, this image has a significant impact on the intention to visit and to recommend. In addition, moderating effects are observed in relation to respondents’ gender, age and motivation.
Idioma: Inglés
DOI: 10.1108/SJME-04-2024-0098
Año: 2025
Publicado en: Spanish Journal of Marketing - ESIC (2025), [22 pp.]
ISSN: 2444-9695
Tipo y forma: Artículo (Versión definitiva)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
Debe reconocer adecuadamente la autoría, proporcionar un enlace a la licencia e indicar si se han realizado cambios. Puede hacerlo de cualquier manera razonable, pero no de una manera que sugiera que tiene el apoyo del licenciador o lo recibe por el uso que hace.
Exportado de SIDERAL (2025-10-17-14:28:07)
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This study aims to analyse the impact of sustainability and perceived authenticity on the perceived image of a rural tourism destination and its influence on the intention to visit and recommendation. The moderating roles of age, gender and motivations, in the relationships established between sustainability and authenticity with the perceived image, are also examined.
Design/methodology/approach
Data were collected from 320 Spanish rural tourists through an online survey. Structural equation modelling was applied to analyse and validate data through SmartPLS 4.0.
Findings
The economic and socio-cultural dimensions of perceived sustainability, and the perceived authenticity of a rural tourism destination, have a significant influence on the perceived image. Likewise, this image has a significant impact on the intention to visit and to recommend. In addition, moderating effects are observed in relation to respondents’ gender, age and motivation.
Idioma: Inglés
DOI: 10.1108/SJME-04-2024-0098
Año: 2025
Publicado en: Spanish Journal of Marketing - ESIC (2025), [22 pp.]
ISSN: 2444-9695
Tipo y forma: Artículo (Versión definitiva)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
Debe reconocer adecuadamente la autoría, proporcionar un enlace a la licencia e indicar si se han realizado cambios. Puede hacerlo de cualquier manera razonable, pero no de una manera que sugiera que tiene el apoyo del licenciador o lo recibe por el uso que hace. Exportado de SIDERAL (2025-10-17-14:28:07)
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Este artículo se encuentra en las siguientes colecciones:
Artículos > Artículos por área > Comercialización e Investigación de Mercados
Registro creado el 2025-05-16, última modificación el 2025-10-17