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Abstract

During the construction of new socialist countryside, rural tourism has presented its irreplaceable strategic significance in balancing urban and rural development, and in building a socialist harmonious society. It, therefore, has drawn sustained attention both from the government and the academics. By empirical research, a conceptual relationship model has been established of rural image and behavior intentions of tourists. The general rural image in rural tourism is comprised of rural scenery, rural architecture and rural culture image. Furthermore, the overall rural image has a positive effect on tourists’ willingness to pay a premium price, to recommend and to repeat purchase. At the end of this paper, reasonable suggestions have been proposed for rural image enhancement aimed to promote the attractiveness of rural tourism, and to enhance the tourists' positive behavior intentions.

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