Pharatt Run

Type of the article: Research Article

Abstract
The homestay industry has become an integral part of the sharing economy, and it has become a popular issue among travelers. However, there is a lack of studies investigating the effect of homestay service quality on visitor loyalty. This study aims to examine how the quality of homestay services affects tourists’ co-creation value and loyalty. A purposive sampling method was applied towards social media platforms in China to collect the data of 527 homestay visitors of the Yum China Holding Company homestay from June 1 to August 31, 2024, during the periods of significant visitor sessions (e.g., summer session). Structural Equation Modeling (SEM) was used to examine research hypotheses. Homestay quality service of personalization and environment have a positive and significant effect on customers’ co-creation value. Meanwhile, homestay quality service activity does not have a significant effect on customer co-creation value. Furthermore, homestay service quality positively affects customer loyalty, both directly and indirectly, towards visitors’ co-creation value. It emphasizes the need to incorporate service quality personalization and environmental dimensions to foster tourists’ co-creation value and loyalty. These results highlight the necessity for homestay providers to focus on visitors’ valuable experiences to reciprocate relationships. The findings also contribute to the literature and offer practical suggestions with regard to the role of service quality, personalization, and environmental factors in improving visitor satisfaction and loyalty.

Acknowledgments
Conflict of interest: The authors declare that they have no conflict of interest.