Motivations and satisfaction of tourists staying in homestays across Kashmir Valley

Abstract

Abstract This study explores the motivations and satisfaction levels of tourists choosing homestays in the Kashmir Valley, an area renowned for its natural beauty and cultural richness. Despite the growing popularity of homestays, little research has been conducted on understanding the driving factors behind their selection and the satisfaction derived from such stays in this unique context. Utilising primary data collected through surveys and interviews from a sample of tourists, this paper employs Structural Equation Modelling (SEM) and factor analysis to identify the underlying motivations for choosing homestays and to evaluate tourists’ satisfaction levels. The findings reveal that cultural immersion, personalised experiences, and the desire for authentic local interactions are primary motivations for tourists opting for home-stays over traditional hotel accommodations. Satisfaction levels were significantly influenced by the quality of interaction with hosts, the comfort of the accommodation, and the ability to experience the local way of life. The study’s results contribute to the theoretical understanding of tourist behaviour in the context of homestays and offer practical implications for hosts and policymakers aiming to enhance the homestay experience in the Kashmir Valley. By addressing the gap in the literature, this research provides valuable insights into the sustainable development of homestay tourism in culturally and ecologically sensitive regions.