Rural tourism perception factors: A case study in the Zhengzhou region.

This article focuses on analyzing tourists' perceptions and participation in rural tourism within the Zhengzhou region of China, employing perceived value theory and structural equation modelling (SEM) to examine the relationships among service perception, ecological perception, product perception, and tourist engagement. The study finds that tourists have a strong perception of environmental quality and that service perception most significantly influences their intention to participate in rural tourism activities, while product and ecological perceptions show positive but weaker effects on participation. Using a large survey sample and validated quantitative methods, the research develops a comprehensive model linking tourists' perceptions to their participation intentions, offering practical insights for enhancing rural tourism services, environmental preservation, and community involvement to support rural revitalization. Limitations include its regional focus and cross-sectional design, with recommendations for further longitudinal and cross-cultural studies to deepen understanding of rural tourism dynamics.