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

Abstract

BackgroundAs 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. PurposeThis paper probes into the relevance involving host-guest interaction, brand perception, and tourist behavior intention. MethodologyThe 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. ConclusionFirst, host-guest interaction of homestays casts positive effects on tourist behavior intention. Secondly, host-guest interaction of homestays positively impacts brand perception. Thirdly, homestay brand perception imposes mediator effects on host-guest interaction and tourist behavior intention.Contribution/Value: First, more emotional interpersonal communication is to be input. Secondly, the homestay brand perception that could never be replicated is to be shaped.