Measurement scales
| Socio-cultural sustainability (Guan, 1996; Utomo et al., 2019) | |
| CUS1 | Rural tourist destinations encourage cultural exchanges |
| CUS2 | Rural tourist destinations reflect collective memory and protect local character and history |
| CUS3 | Rural tourist destinations effectively preserve their historical heritage |
| Natural sustainability (Iniesta-Bonillo et al., 2016; Tsaur et al., 2006) | |
| NAS1 | Rural tourism supports the conservation of natural resources |
| NAS2 | Rural tourist destinations have low levels of contamination |
| NAS3 | The level of tourist influx into rural tourist destinations is acceptable even in the high season |
| Economic sustainability (Iniesta-Bonillo et al., 2016; Tsaur et al., 2006) | |
| ECS1 | The economic benefits of rural tourism outweigh the costs |
| ECS2 | Rural tourism contributes to the economic welfare of rural tourist destinations |
| ECS3 | Rural tourism creates employment opportunities |
| Destination authenticity (Ramkissoon and Uysal, 2011) | |
| AUT1 | Rural tourist destinations reflect local forms of life |
| AUT2 | Rural tourist destinations are representative of local communities |
| AUT3 | In general, I perceive rural tourist destinations as authentic |
| Perceived image (Nazir et al., 2021) | |
| IMG1 | Rural tourist destinations are pleasant to visit |
| IMG2 | Rural tourist destinations have good quality of life |
| IMG3 | Rural tourist destinations are safe and stable |
| Visit intention (Baker and Crompton, 2000; Chen et al., 2014) | |
| VIS1 | There is a high probability I will visit a rural tourism destination |
| VIS2 | If I have time, I will visit a rural tourism destination |
| VIS3 | I intend to visit a rural tourism destination |
| Intention to recommend (Belanche et al., 2021) | |
| REC1 | I would recommend a visit to a rural tourist destination |
| REC2 | I would say positive things about rural tourist destinations to other people |
| REC3 | I would encourage my friends and families to visit rural tourist destinations |
| Motivations (Goeldner and Ritchie, 2007) | |
| MOT1 | Physical and sensory (health, emotions and pleasure) |
| MOT2 | Cultural (to discover new cultures and environments and their forms of life and work) |
| MOT3 | Interpersonal (to meet new people, to share time with family and/or friends) |
| MOT4 | Status and prestige (personal development/self-realisation, learning, recognition, self-transformation) |
| MOT5 | To support local products and territorial sustainability |
| CUS1 | Rural tourist destinations encourage cultural exchanges |
| CUS2 | Rural tourist destinations reflect collective memory and protect local character and history |
| CUS3 | Rural tourist destinations effectively preserve their historical heritage |
| NAS1 | Rural tourism supports the conservation of natural resources |
| NAS2 | Rural tourist destinations have low levels of contamination |
| NAS3 | The level of tourist influx into rural tourist destinations is acceptable even in the high season |
| ECS1 | The economic benefits of rural tourism outweigh the costs |
| ECS2 | Rural tourism contributes to the economic welfare of rural tourist destinations |
| ECS3 | Rural tourism creates employment opportunities |
| AUT1 | Rural tourist destinations reflect local forms of life |
| AUT2 | Rural tourist destinations are representative of local communities |
| AUT3 | In general, I perceive rural tourist destinations as authentic |
| IMG1 | Rural tourist destinations are pleasant to visit |
| IMG2 | Rural tourist destinations have good quality of life |
| IMG3 | Rural tourist destinations are safe and stable |
| VIS1 | There is a high probability I will visit a rural tourism destination |
| VIS2 | If I have time, I will visit a rural tourism destination |
| VIS3 | I intend to visit a rural tourism destination |
| REC1 | I would recommend a visit to a rural tourist destination |
| REC2 | I would say positive things about rural tourist destinations to other people |
| REC3 | I would encourage my friends and families to visit rural tourist destinations |
| MOT1 | Physical and sensory (health, emotions and pleasure) |
| MOT2 | Cultural (to discover new cultures and environments and their forms of life and work) |
| MOT3 | Interpersonal (to meet new people, to share time with family and/or friends) |
| MOT4 | Status and prestige (personal development/self-realisation, learning, recognition, self-transformation) |
| MOT5 | To support local products and territorial sustainability |
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