Homestay Service Experience for Tourist Satisfaction and Sustainability Amidst Covid-19 Challenges

Abstract

Although tourist homestay experience has been commonly recognized as an important criterion for community-based and eco-friendly destination loyalty, not much is known about the measurement of its service experience. A scientific inquiry into the tourist experience will be an essential differentiation tool for sustainable competitive advantage in this alternative hospitality sector. Our research aims to develop a measure of homestay service experience and to use this measure to investigate the influence of homestay service experience on tourists’ satisfaction and behavioral intentions. Specifically, the HomeServE inventory is established through qualitative and quantitative processes. Focus group interviews and questionnaire survey techniques were employed. A total of 866 usable questionnaires were obtained from the nationwide survey. Reliability and validity analyses were done on the measurement items. Measurement and relationship analyses were done using the confirmatory factor analysis and structural equation modelling. Eight dimensions (32 items) of homestay service experience were identified (i.e., Culture, Guiding Service, Food and Beverage, Environment, Cleanliness, Accommodation, Services, and Accessibility). The measurement and model fit indices were found to be satisfactory. This newly found multi-dimensional construct of tourist service experience is in line with tourist-oriented service management. It was found that service experience has a direct positive effect on tourists’ satisfaction. Managerial and research implications of the measurement were discussed for more effective tourist experience management.