The effects of economic benefits on place affect: the mediating role of perceived values and non-material life satisfaction

This research aims to test the impacts of personal economic benefits from tourism, perceived values, non-material life domain satisfaction on place affect to rural community. Data were collected from rural community, Ningde, China, and a structural equation modeling approach was used. The findings show that personal economic benefits from tourism is positively associated with perceived values and non-material life domain satisfaction, but not positively related to place affect. Perceived values and non-material life domain satisfaction mediate the relationship between personal economic benefits from tourism and place affect. Theoretical and managerial implications are discussed for the rural community.