LIFE CYCLE DIFFERENCES IN RURAL TOURISM PERCEIVED VALUE AND BEHAVIORAL INTENTIONS: EVIDENCE FROM HENAN PROVINCE, CHINA

บทคัดย่อ

This research article objective this study 1) To examine differences in rural tourism perceived value across life stage groups. 2) To examine the effects of perceived value dimensions on tourists' Behavioral Intentions. 3) To propose marketing and management recommendations for rural tourism operators based on life stage differences in perceived value and behavioral Intentions.  This quantitative study collected data from 395 tourists in rural tourist destinations in Henan Province, China. The study considered five dimensions of perceived value: landscape, service, emotional, social, and cost. Data analysis employed one-way ANOVA and multiple regression analysis within Levinson’s Life Cycle Theory, five age group (20-25, 26-35, 36-45 and 56+ years)

          The research finding revealed that the five dimensions of perceived value differed significantly between age groups (p < 0.05).  Landscape value showed the strongest difference  (F = 7.749, p < 0.001), followed by service, emotion, social and cost value.  Furthermore, the five perceived value dimensions had a positive impact on tourists' behavioral intentions (p < 0.001). The model explained 49.1% of the variance (R² = 0.491, F = 75.140), with emotional values ​​found to be the most significant. Therefore, these findings provide practical guidance for rural tourism operators in designing age-targeted marketing strategies for tourists, such as creating emotionally and socially engaging experiences for older tourists and developing wellness or family-friendly packages for middle-aged tourists.