Abstract:
The objective of rural tourism is to provide net benefits to the people of rural areas and
expand their participation in tourism product development. Recent trends in tourism
demand have sparked widespread interest in rural areas as destinations for recreation and
tourism. Travelers who travel into non-urban areas expect to get experience in naturebased activities, lifestyle, culture, tradition, etc. The main objective of the present study
was to identify the influence of rural tourism experience on tourist revisitation. Referring
to the literature, education, aesthetics, escapism, ecological and cultural attractions, and
physical infrastructure were recognized as the main influential dimensions of tourism
experience. The study collected responses from 125 respondents from the Haputhale area
and the Structural Equation Model was applied as the analytical tool. Results revealed
that all five rural tourism experience dimensions were positively affected on rural
tourists’ revisitation. Also, there was a partial mediation effect of satisfaction on the
relationship between the tourism experience and revisitation. Future researchers can
replicate this research in different geographical locations and compare.
Keywords: Rural tourism, Rural tourism experience, Satisfaction, Revisitation
