Homestays in China: Mediator effects of brand perception upon host-guest interaction and Tourist behavior intention.

ABSTRACT:

Background

As for homestays in China, the embedded distinctiveness is enriched by China's uniqueness in geographical conditions and cultural connotations. Consequently, for the sake of enhanced influences on the homestay market, an ascending number of peculiar homestay brands are forged and developed to raise their identification, recognition, and attraction.

Purpose

This paper probes into the relevance involving host-guest interaction, brand perception, and tourist behavior intention.

Methodology

The social exchange theory and brand relationship theory are adopted for the questionnaire survey to collect the data which are processed and verified through principal component analysis and linear regression.

Conclusion

First, host-guest interaction of homestays cas

SUBMITTER: Chen H 

PROVIDER: S-EPMC11063443 | biostudies-literature | 2024 Apr

REPOSITORIES: biostudies-literature