Abstract

With the growth of rural tourism in China, this study aims to determine the destination attributes, tourism satisfaction, and intention of revisiting Inner Mongolia. This study also investigated the mean comparison of tourist satisfaction and revisit intention across domestic tourists' demographic characteristics. Structural analysis revealed that destination attributes have a positive influence on satisfaction and revisit intention. In addition, the result of the mean difference test showed that satisfaction is significantly different between male and female tourists, and revisit intention significantly varies across the season. Our findings have an excellent directive significance to bring forward rural tourism in Inner Mongolia.