Journal 1 - A Study of Experiential Quality, Equity, Happiness, Rural Image, Experiential Satisfaction, and Behavioral Intentions for the Rural Tourism Industry in China

Framework Model

In this journal, there are dependant variables, independent variables, mediating variables, and moderating variables. Firstly, there are five dependent variables which are equity, experiential satisfaction, behavioral intention, happiness, and rural image. Next, independent variables which involve, interaction quality, physical environment quality, outcome quality, access quality, and accommodation quality. For the independent variables and dependant variables, Wu et al., (2017) stated each variable are made based on the past journals that were used as a reference for this research.

For the mediating variable, we can see clearly that experiential quality serves as a mediator for the independent variable to the dependant variables. According to Wu et al., (2017), these five independent variables are made in accordance with the past journals and are to examine the effects of each independent variable towards experiential quality. Lastly, rural image is considered as moderating variables. This is because according to Wu et al., (2017), several researchers have argued on the fact of the image of a place will have an impact on the customers’ perceptions.

Measurement

Based on Survey Vitals (2020) Cronbach's Alpha's measurements, all of the items that are seen in the table above can be considered as Good as all of them have a number of 0.7 and above with 0.7 as the lowest and 0.79 as the highest. This means the variables and the questions asked are good and relevant while doing the research.

(Survey Vitals, 2020)

Now, for the hypothesis testing results. As mentioned above by Wu et al., (2017), hypotheses 1 to 5 which foretell the quality of experience of the tourists is positively influenced by the interaction quality, physical environment quality, outcome quality, access quality, and accommodation quality. Based on the results, hypotheses one and two do not support the hypothesis. Hypothesis 7 notes the positive impact of overall experience quality or experiential quality on equity results in hypothesis fully supported. Then, hypothesis 8,9,11 and 14, predicts the positive impact of equity, experiential quality, happiness, and rural image towards satisfaction. The result does not fully support the hypothesis as hypothesis 14, rural image positively influences experiential quality, does not support with a result of “No”. Hypothesis 10 that assumes and predicts the positive effects of overall experiential quality on happiness is fully supported. Based on the table by Wu et al., (2017), hypotheses 12, 15, and 16 predict positive influences towards behavioral intentions by happiness, rural image, and experiential satisfaction and the results gathered have proved that the hypothesis is fully supported. Lastly, hypothesis 13, predicts positive effects of experiential quality on rural images which resulted in hypothesis fully supported. 

Now, hypothesis 6, which foretells the moderating effects of the rural image towards the overall experiential quality. According to Wu et al., (2017), hypothesis 6 is conducted using the regression model as many researchers have agreed on the regression model to be the best way to examine the moderating effect. The above table is the result of the regression model.

Theory: Service Quality by Parasuraman, Zeithml, and Berry (1988)

According to the journal, Service Quality Theory is used as Parasuraman (as cited in Wu et al. 2017), stated service quality is the organization’s ability to meet customers’ expectations. In theory, Parasuraman et al., (1985), (as cited in Wu et al., 2017), have developed a conceptual scale for the service quality that is name SERVQUAL which included five dimensions which are tangibles, reliability, assurance, responsiveness, and empathy.

For more information on SERVQUAL Model, click the link below: 

SERVQUAL Model