Affective and Cognitive Pathways to Sustainable Behavior at Rural Destinations: A Dual-Path Mediation Model Based on Place Perception

Bohong Fan, Gang Liu, Zuhaib Yousafzai · 2026 · Sustainability

Summary. Rural tourism destinations risk losing distinctiveness through standardization. This study examined how tourists' perceptions of rural destinations in Hainan, China drive different behaviors. Perceived locality and authenticity foster place attachment, leading to sustainable behavior. Perceived planning quality fosters satisfaction, leading to revisit and recommendation intentions. The findings show these affective and cognitive pathways produce distinct outcomes, suggesting destination managers should strengthen authentic rural character to encourage sustainability while improving services to boost loyalty.

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@article{fan-2026-affective-cognitive-pathways-sustainable-behavior,
  title   = {Affective and Cognitive Pathways to Sustainable Behavior at Rural Destinations: A Dual-Path Mediation Model Based on Place Perception},
  author  = {Bohong Fan and Gang Liu and Zuhaib Yousafzai},
  journal = {Sustainability},
  year    = {2026},
  doi     = {10.3390/su18147311},
  url     = {https://doi.org/10.3390/su18147311}
}

TY  - JOUR
TI  - Affective and Cognitive Pathways to Sustainable Behavior at Rural Destinations: A Dual-Path Mediation Model Based on Place Perception
AU  - Bohong Fan
AU  - Gang Liu
AU  - Zuhaib Yousafzai
JO  - Sustainability
PY  - 2026
DO  - 10.3390/su18147311
UR  - https://doi.org/10.3390/su18147311
ER  - 

Details

DOI

10.3390/su18147311

Countries

China

Regions

Asia

Categories

innovation-networks, climate-and-environment, general-innovation

Added

2026-09-01