Abstract
This research proposes an updated version of homestay indicators for 10 existing component-level homestay requirements. The updated indicators were aimed to replace the decade-old original indicators for Thai homestay businesses. Besides, the 31 original homestay indictors were not statistically validated. In this study, structural equation modeling (SEM) was used to determine the statistical relevancy between the updated homestay indicators and the components. The SEM analysis involved two steps: exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). The EFA statistically regrouped the 31 updated indictors by six new homestay components. The six components and 31 updated indicators were further validated by CFA to determine the factor loadings and statistical reliability of the components and indicators. The factor loadings indicate the levels of importance that homestay guests attach to different homestay components and indicators. Therefore, Thai homestay operators should give priority to the components and indicators with high factor loadings.
Highlights
Tourism and hospitality are a major contributor to Thailand’s economy, with tourism revenue accounting for 17.7% of the country’s gross domestic product (GDP) (Ministry of Tourism and Sports, 2019)
The original homestay indicators have been in use for nearly a decade
The updated indicators were regrouped by six EFAvalidated homestay components
Summary
Tourism and hospitality are a major contributor to Thailand’s economy, with tourism revenue accounting for 17.7% of the country’s gross domestic product (GDP) (Ministry of Tourism and Sports, 2019). Homestay is a form of hospitality and lodging where guests or visitors are afforded with opportunities to observe and experience local culture and ways of life, in addition to accommodation and basic amenities [2]. Homestay tourism offers visitors the opportunity to learn and experience local ways of life and cultures To be attractive and sustainable, homestay operation should be of small scale, flexible, and run by local community members. The determinants of the success and sustainability of homestay businesses include, e.g., homestay host family, authenticity, safety, location, accommodation, and activities [4]
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