Exploring value co-creation in homestays: insights from customers and owners

Abstract

ABSTRACT This article delves into the process of value co-creation within homestays, focusing on both customers’ and homestay owners’ perspectives. Employing a mixed-method approach, it combines qualitative interviews with homestay owners and quantitative surveys from homestay guests. Extant literature has examined the concept of value co-creation extensively within the realms of hospitality and tourism from many theoretical perspectives. Insufficient emphasis has been placed on the value co-creation process within the context of homestays. The primary objective is to examine and analyse five distinct elements of value co-creation through quantitative research. The synthesis of perspectives derived from quantitative and qualitative methodologies provides a holistic comprehension of the process of value co-creation in the context of homestays. The research findings indicate authenticity, place attachment, engagement, and social media are influential factors in determining the value derived from a particular experience. Notably, social media emerges as the most significant predictor.