Investigating the antecedents and consequences of tourists' satisfaction with rural tourism destinations

The purpose of the current research is to discover the relationships between quality variables, perceived value, satisfaction, and loyalty goals using structural equation modeling (SEM). According to the purpose, this research is practical and in terms of descriptive-survey method and correlation type. The statistical population of the study was rural tourists in ten most visited villages around holy Mashhad, which include the villages of Zoshak, Khader, Shandiz, Anbaran, Kang, Dehsorkh, Jaghargh, Andarakh, Ngandar and Akhlamed. Based on Cochran's formula, 384 people were selected as a sample using quota non-probability sampling. The research tool was the standard questionnaire of Zhaoting et al. (2020). The validity of the model and the relationship between the research variables were confirmed by the structural equation modeling method. To measure reliability, Cronbach's alpha was used and confirmed. Data analysis was done to test the hypotheses using structural equation method and Lisrel software. According to the obtained results, the perceived quality of the rural tourist has a positive and significant effect on the perceived value and affects his satisfaction. Also, the perceived value of the rural tourist has a positive and significant effect on the satisfaction of the rural tourist. In addition, the satisfaction of rural tourists has shown a positive and significant effect on the intention to revisit, willingness to pay for special rural products, and word-of-mouth advertising.