Exploring Revisit Intentions of Senior Tourists in Rural Tourism

The senior population has steadily grown in importance within the tourism industry as the world’s population ages. Rural tourism has recently garnered significant attention as a new form of travel；however, research on senior travelers is still limited. This study aimed to investigate senior tourists’ intentions to return to rural tourism sites in Zhejiang Province, China. The findings indicated that while travel destination attractiveness and tourist-host interaction had no discernible effects on revisit intention, perceived value had a substantial impact.