Between embodiment and imagination: Developing perceived therapeutic attributes of rural tourism

Abstract

This study advances embodied cognition theory by introducing a dual-pathway model, where healing experiences in rural settings arise from the interplay of mirror simulation and mental imagery. Perceived therapeutic attributes of rural tourism are defined as those interactive qualities that realize the potential for restoration through the unconscious mirror simulation or conscious mental imagery processing by tourists. Through a sequential mixed-methods design, we identified and operationalized four core perceived therapeutic attributes: sensory, reflective sentiment, behavioral, and rural ambience. Analysis confirmed that these attributes significantly promote restorative experiences, thereby strengthening revisit intentions. As a pioneering effort to integrate mental imagery into embodied cognitive frameworks within tourism, this research provides a theoretical foundation and practical tools for designing wellbeing-oriented experiences.