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This study aims to examine the direct influence of perceived destination quality on tourists’ behavioural intentions and the indirect effect through satisfaction, in the context of rural tourism destinations in Malaysia. It also aims to investigate how tourists’ socio-demographic characteristics (e.g. previous visits, tourist type, etc.) affected their perceptions on destination quality, satisfaction and behavioural intentions.

Using survey methodology, 334 self-administered questionnaires were distributed by enumerators and completed by tourists at rural Malaysian tourism destinations. The questionnaires contained items on dimensions of interest and socio-demographic characteristics.

A total of eight primary attributes namely, amenities, accessibility and logistics, core tourism experience, hygiene, information, security, value for money and hospitality contributed towards forming the construct, destination quality. Perceived destination quality significantly influenced satisfaction which in turn significantly influenced behavioural intentions. In addition, perceived destination quality significantly and directly affected behavioural intentions. Furthermore, tourists who have made prior visit or visits to rural tourism destinations in Malaysia were less satisfied with the quality of these destinations than tourists who visited these destinations for the first time. Also, international tourists, who are satisfied, would be more likely to revisit these destinations and recommend them to others, compared to domestic tourists.

The findings offer important managerial implications for managers of rural tourism destinations and decision makers involved in planning, marketing and managing rural tourism destinations. Despite this, there were some limitations and these present opportunities for future research.

This study contributes to extending knowledge in rural tourism in the context of developing countries or emerging markets. The study developed a measure to assess the quality of rural tourism destinations. Previous visits and type of tourist were both included as moderators to explain their effect on the relationships between perceived destination quality, satisfaction and behavioural intentions. Only a small number of previous studies have focused on the role of socio-demographic characteristics.