Technological innovations are significantly transforming the tourism sector and enhancing the promotion of destinations. Taking rural tourism (RT) as a research context, this study focuses to understand how virtual-reality (VR) influences tourists’ attitudes toward an RT-destination by enhancing perceived value and subsequently behavioral-intention through the lens of a Value-based-adoption-model. The study collected 504 responses selected randomly and employed Structural-equation-modelling and Artificial-neural-network approaches. The stated objective is achieved through a multi-study approach. In studies I and II, we find that varying levels of sensory-information (high vs low-end VR-devices) in VR experiences reveal significant differences in the development of mental-imagery and a sense of presence in the experience, resulting in behavioral-intention towards RT.

The current study aims to integrate the tourist perspective from both supply and demand sides in predicting consumer satisfaction and loyalty in rural tourism. Grounded in the push–pull framework, the research develops a conceptual model and employs a multimethod approach for validation. Structural equation modeling (SEM) and two machine learning techniques—artificial neural networks (ANN) and random forest (RF)—are utilized to ensure robustness in analysis. The findings reveal that both destination image (DI) and memorable tourism experience (MTE) directly impact destination loyalty. Additionally, consumer perception of community interaction (CPCI) positively influences satisfaction but does not have direct effect on destination loyalty. However, CPCI impacts destination loyalty indirectly forming a sequential mediation through MTE, DI, and SAT. The key findings from machine learning (ML) technique suggest consumer expectation as the most crucial determinant. Practically, this study provides several recommendations to rural tourism practitioners about how to use the determinants of rural tourism and identifies moderators to lure tourists to visit the destination.

Caste in India, based on the Brahmanical framework, is a hereditary and hierarchical system dividing society into four varnas: Brahmins (priests), Kshatriyas (warriors), Vaishyas (traders), and Shudras (labor and service workers). This study investigates caste-based voting behavior among individuals at the lower end of this hierarchy, focusing on four key factors: group identity, political environment, communication characteristics, and political efficacy. A total of 452 randomly selected responses were analyzed using Structural Equation Modeling (SEM). The survey was conducted at two locations in Kharagpur, West Bengal. Findings reveal notable differences in voting behavior between rural and urban respondents at the lower caste levels, offering valuable insights through the lens of Social Identity Theory (SIT).

Rural tourism (RT) is a fast-growing sector that scholars believe is an effective strategy for sustainable development of rural areas. This study aims to review the extant literature on RT in developed and developing economies. No study till date has attempted to compare and contrast the key areas and current dynamics of RT in developed and developing economies. To address this important gap, this study adopts a hybrid review of bibliometric analysis and ADO-TCM framework to (i) provide a comprehensive and retrospective overview of RT literature, (ii) compare the state of existing RT research in developed and developing economies, (iii) integrate various associations such as antecedents, decisions, and outcomes into an integrated conceptual framework, (iv) synthesize foundational theories, contextual factors and methodological approaches that have influenced and shaped RT, and (v) explore the multifaceted implications of RT on tourists, local community and tourism practitioners. This study investigates 454 studies, comprising 266 from developed and 188 from developing economies, to identify patterns in research in each from 1973 to 2023. This study reveals (i) productivity trend of RT literature and its foremost contributors (countries, authors, journals), (ii) important thematic cluster of RT research in both economies, and (iii) key factors influencing decisions and subsequent outcomes in RT domain. Additionally, the article identifies the significant gaps in the RT literature and offers specific recommendations for future investigation for researchers and practitioners. This review has numerous implications that can promote more sustainable ways of tourism by offering insights from the perspectives of various stakeholders.