Research on the Impact of Perception of Rurality on Brand Evangelism of Tourism Destinations

Branding of rural tourism destinations is important to promote rural revitalization and meet people’ s spiritual and civilized life. The data were obtained through questionnaire surveys of three rural tourism places in Fujian Province, and structural equation models were constructed to verify the influence of rurality perception on the brand evangelism of tourism destinations. It was found that, (1) the perception of rurality could be divided into four aspects, including perception of rural landscape, perception of rural culture, perception of rural life, and perception of interpersonal interaction. (2) Local identity and local dependency not only significantly influenced tourism destination brand evangelism, but also there was a partially mediated role of local identity in the role of rural interpersonal interaction perception, rural culture perception and rural life perception on tourism destination brand evangelism; there was a partially mediated role of local dependency in the role of rural interpersonal relationship on tourism destination brand evangelism. (3) Rural culture perception had the greatest influence on tourism destination brand evangelism.