Can cultural tourism resources become a development feature helping rural areas to revitalize the local economy under the epidemic? An exploration of the perspective of attractiveness, satisfaction, and willingness by the revisit of Hakka cultural tourism

Abstract

This study aims to analyze the impact of attractiveness, satisfaction, and willingness to revisit in the perception of cultural tourism tourists and whether cultural tourism could be a remedy to revitalize rural economic development under the epidemic, using the Hakka settlement in Hukeng town as a case study. In this study, a mixed research method is applied to collect 670 questionnaires by snowball sampling and used SPSS 26.0 statistical software to conduct basic statistical validation and Pearson product-moment correlation coefficient (PPMCC) validation; the semi-structured is also used semi-structured interviews to collect the opinions of six experts and scholars, and the final results were examined by multivariate validation. The researchers found the following dimensions to be attractive for tourists to experience cultural tourism: rural scenery, heritage museums and cultural goods, low spending, use of media marketing, planning for proper tourism information, and public transportation construction effectiveness. However, there is also a need to improve the current situation of rural tourism transportation and transportation facilities, inject young development manpower, improve the knowledge and skills of the elderly to start their businesses, develop business opportunities, and stabilize prices, and improve the quality and satisfaction of tourists to promote the desire to travel. The higher the attractiveness, the higher the satisfaction, and the stronger the willingness to revisit.