Effect of collaborative consumption on sustainable homestay development: an empirical study

Abstract

Purpose The purpose of this study is to explore the factors that influence sustainable homestay development and suggest a model for adopting and implementing the homestay concept and its contribution towards sustainable rural development in Uttarakhand, India. Design/methodology/approach Researchers have collected a total of 360 responses from tourists, homestay owners/villagers and managers associated with homestay businesses in Uttarakhand to examine, assess and analyse the data with the help of different statistical tools such as SPSS and AMOS to validate the concept of homestay and its impact on sustainable rural development. Findings The analysis uncovered that collaborative consumption, sharing economy and family feeling and community development are positively associated with and, in return, community development affects sustainable development. Research limitations/implications This study enables us to explain the “collaborative consumption” in the context of homestays functional in the state of Uttarakhand only. Practical implications The study results in evidence of crucial implications for policymakers. Policymakers should focus on opportunities in tourism and its integration with economic, environmental and social goals. Homestays will be new avenues for economic and sustainable development. Social implications Homestay offers reasonable and cheap lodging for tourists within the existing ancient homes, typically restored for the guests to form a comfortable stay. Homestay is adopted to facilitate community-based tourism in the state. It also helps in developing a source of livelihood for the community. It is helpful for individuals’ economic, social and aesthetic desires to be consummated by maintaining cultural integrity, ecological processes, biodiversity and natural support systems through homestay, as social entrepreneurship. Homestay has been envisaged as a driver to realise the sustainable development goals by steering the pathways to a property future for all involved within the elected hill states. Originality/value This study validates a new homestay model that will be useful for developing community and achieving sustainable development.