Reliving self-presentational concerns in rural tourism

Shangzhi (Charles) Qiu, Liping Cai, Xinran Lehto, Zhuowei (Joy) Huang, Susan Gordon, William Gartner

Research output: Contribution to journalArticlepeer-review


Tourists are known to behave differently from their home environment, a phenomenon that has been well interpreted by sociologists in early conceptual works. By investigating tourists’ self-presentational concerns, this study attempts to provide a psychological explanation of this phenomenon, as well as empirical evidence to test it in the context of rural tourism. Through a mixed-design questionnaire survey, the study shows that destination environment may function as the back stage for tourists to do away with the social constraints at home and relieve their daily self-presentational concerns. Specifically, rural destinations perform better than urban destinations in reducing urban residents’ self-presentational concerns but this advantage becomes weaker as tourists stay longer at the destinations.

Original languageEnglish (US)
Pages (from-to)56-67
Number of pages12
JournalAnnals of Tourism Research
StatePublished - Jan 2019


  • Rural tourism
  • Self-presentational concern
  • Socio-physical environment
  • Tourist behavior

ASJC Scopus subject areas

  • Development
  • Tourism, Leisure and Hospitality Management

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