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Destination revisit intention has been viewed as an important research topic both in academia and the tourism industry. The paper reports the empirical findings of rural tourist satisfaction by extending Herzberg’s motivation-hygiene theory. This study explores antecedents of revisit intention base on literature reviews and examines their significance based on the result of 121 participants survey. A conceptual model and corresponding hypotheses are proposed. The findings show that negative experience with hygiene factors has a strong relation to overall satisfaction, while positive experience with motivator has a relation to revisit intention. Theoretical and managerial implications are discussed at the end of the article.
