Overcoming constraints in rural tourism: A psychological disengagement perspective on young travelers

Although young travelers have been recognized as a key segment in rural tourism, effective marketing approaches targeting this group have yet to be fully implemented. Addressing this gap, this study examines how perceived constraints in rural tourism influence the travel intentions of the young generation and identifies strategic marketing approaches to overcome these barriers. The study first identifies the rural travel constraints perceived by young travelers and then examines how these constraints shape their decision-making process regarding rural travel. Based on the identified constraints, respondents were segmented into two groups: a constrained group and a less constrained group. The psychological mechanisms underlying this relationship were then analyzed. The results indicate that a higher perception of constraints negatively impacts travel intentions, with a lack of interest and psychological distance jointly operating as psychological mechanisms for disengagement. The findings provide insights for developing tailored marketing strategies, emphasizing infrastructure improvements, and digital engagement to reposition rural tourism as a more accessible and appealing option for young travelers.