Abstract
AbstractIn this study we aim to investigate whether entity and incremental theorists' decision to choose/not choose homestay accommodation can be explained by their implicit self‐theories. Drawing on data solicited from in‐depth interviews with 44 travellers, we found entity theorists chose homestays because homestays align with their personal traits and offer outcomes they desired. Incremental theorists chose homestays since they perceived the act affirms their growth traits and homestays provide opportunities of learning about culture and gaining new skills. Besides the initial decision, consumers' implicit self‐theories are found to elicit some influence on their decision of choosing/not choosing homestays in future.
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