156616 20260506141159.0 doi 10.1108/SJME-04-2024-0098 sideral 143867 ART-2026-143867 eng Fandos-Herrera, Carmina Universidad de Zaragoza (orcid)0000-0002-2952-0750 Analysis of sustainability and authenticity as key elements for rural tourism 2026 Access copy available to the general public Unrestricted 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. info:eu-repo/semantics/openAccess by https://creativecommons.org/licenses/by/4.0/deed.es info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Labuena, Alberto Universidad de Zaragoza Orús, Carlos Universidad de Zaragoza (orcid)0000-0002-8253-4713 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 30, 2 (2026), 192-213 Span. j. mark.-ESIC Spanish Journal of Marketing - ESIC 2444-9695 604359 http://zaguan.unizar.es/record/156616/files/texto_completo.pdf Versión publicada 1759176 http://zaguan.unizar.es/record/156616/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:156616 articulos driver 2026-05-06-14:10:08 ARTICLE