The antecedents of behavioral intention regarding rural tourism destination

The main purpose of this study is to build an understanding of the effects of customer experience on trust and behavioral intention. The samples used in this study were 155 local tourists who made a one-time visit only to a village tourism in Sleman Regency, the Special Region of Yogyakarta, Indonesia. It is the village that is located on the slopes of Mount Merapi, offering recreational activities, entertainment, cultures, and outdoor adventures for tourists. Generalized Structured Component Analysis is used to analyze the correlation between customer experience and trust and behavioral intention. The findings reveal that customer experience has a significant effect on trust. Moreover, it also indicates that customer experience has a significant effect on behavioral intention, and so does trust. The findings of this study suggest that customer experience on trust is the antecedent of behavioral intention.