Why they go: behavioral logic of rural micro-vacations in China through push–pull motivation and the theory of planned behavior

Abstract

Rural micro-vacations are expanding in China, yet their behavioral mechanisms remain insufficiently specified. This study advances a framework linking motivation, cognition, and intention that integrates push–pull motivation with the Theory of Planned Behavior. Using survey data from 276 visitors at four rural destinations in Wuxi, we estimated structural equation modeling and conducted multi group analysis. Push and pull motivations significantly shape attitude, subjective norm, and perceived behavioral control, with stronger effects for pull. Only pull shows a direct effect on behavioral intention; push operates solely through the three cognitive factors. Pull also exhibits partial mediation through subjective norm and perceived behavioral control. Age moderates the relationship between motivation and intention: while push motivation is not significant across age groups, pull motivation shows a significant direct effect in the middle age group and older group, but not in the younger group. The findings refine push–pull theory by demonstrating asymmetric pathways and extend the Theory of Planned Behavior by embedding motivational antecedents, thereby offering socially informed strategies that account for age differences in rural micro-vacation management.