Welcome to Francis Academic Press

Academic Journal of Business & Management, 2023, 5(11); doi: 10.25236/AJBM.2023.051103.

A Research on the Influence Mechanism of the Homestay Tourists Loyalty


Guo Zijing, Wu Lixia, Huang Meilan

Corresponding Author:
Guo Zijing

School of Economics and Management, Guangxi Normal University, Guilin, China


In the context of high-quality economic development, the demand for accommodation in tourist destinations is becoming increasingly diverse and personalized. Based on the questionnaire survey data of homestay tourists in Dali and Lijiang, Yunnan, a structural equation model was established to analyse the impact mechanism and the action path of homestay loyalty of tourists. The results indicate that there is a close direct relationship between the quality of homestay experience and the satisfaction and loyalty of the tourist. The physical environment of homestays has a positive impact on tourist satisfaction and loyalty. The social interaction of homestays positively affects tourist satisfaction, but does not affect loyalty Satisfaction plays a significant mediating role in the loyalty mechanism of homestays for tourists. Satisfaction plays a partial mediating role in the process of the physical environment that affects loyalty in homestays, while it plays a complete mediating role in the process of social interaction that affects loyalty in homestays.


Loyalty of homestays; Experience quality; Satisfaction; Structural equations model

Cite This Paper

Guo Zijing, Wu Lixia, Huang Meilan. A Research on the Influence Mechanism of the Homestay Tourists Loyalty. Academic Journal of Business & Management (2023) Vol. 5, Issue 11: 16-25. https://doi.org/10.25236/AJBM.2023.051103.


[1] Dai Qiwen. Study on Strategy of High Quality Development of Rural Guest Houses in China [J]. Journal of Southwest Minzu University (Humanities and Social Science), 2022, 43(10):41-50. 

[2] Dai Qiwen, Chen Zeyu, Wei Yiru, etc. Analysis on Influencing Factors of Tourist Satisfaction in Compound Rural Tourism Destinations:Taking Lujia Village in Guilin as an Example. [J]. Journal of Natural Science of Hunan Normal University, 2022, 45(03):33-40. 

[3] Dai Qiwen, Dai Yanhong, Zhang Minqiao, etc. The evolution of the connotation of homestays worldwide and its enlightenment to the development of homestays in china. [J]Chinese Journal of Agricultural Resources and Regional Planning, 2022, 43(11):262-269. 

[4] Dai Qiwen, Dai Yanhong, Chen Zeyu, etc. Study on the perceived value, satisfaction and loyalty of home-stay tourists. [J/OL]. Geography and geographic information science, 2023:1-7

[5] Wu Lili. Research on the improvement path of rural home stay service quality. [J]. Quality & Market, 2021, 288(13):46-50. 

[6] Hu Jincan, Yuan Yilin. A comparative study on the satisfaction of homestay tourists in scenic spots based on the two-factor theory. [J]. Tourism Overview, 2023, 383(02):43-47. 

[7] Xu Qianwen, Zeng Zhiyi, Yu Jialin. Research on Brand Image Perception of Home Stay based on Text Mining—Taking Mango Travel Hostel in Yangshou, Guilin as an Example[J]. Journal of Heilongjiang Vocational Institute of Ecological Engineering, 2020, 33(05):28-32+85. 

[8] Shen Xiaofang. Research on the strategy of improving customer loyalty of home stay industry under the background of rural revitalization[J]. Management & Technology of SME, 2023, . 694(01):140-142. 

[9] Shao Weiqin. Building Visitor Loyalty Model at Tourist Destinations[J]. Tourism Science, 2005, 19(3): 44-47+69. 

[10] Gursoy D, Chen J S, Chi C G. Theoretical examination of destination loyalty formation[J]. International Journal of Contemporary Hospitality Management, 2014, 26 (5): 809-827. 

[11] Lu Xiaoli, Fu Guo. Tour Quality, Tourist Satisfaction and Tourist Loyalty of Red Tourism in China—A Case Study of Jinggangshan Scenic Spot[J]. Management Review, 2018, 30(2): 127-135. 

[12] Day G S. "A two-dimensional concept of brand loyalty." Mathematical models in marketing[M]. Springer, Berlin, Heidelberg, 1976. 

[13] Howard D. R., Edginton C. R., & Selin S. W. Determinants of program loyalty[J]. Journal of Park and Recreation Administration, 1988, 6(4). 

[14] Suhartanto D, Brien A, Primiana I, et al. Tourist loyalty in creative tourism: the role of experience quality, value, satisfaction, and motivation [J]. Current Issues in Tourism, 2020, 23(7): 867-879. 

[15] Chen C F, Chen F S. Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists [J]. Tourism management, 2010, 31(1): 29-35. 

[16] Otto J. E., & Ritchie J. B. The service experience in tourism [J]. Tourism management, 1996, 17(3): 165-174. 

[17] Walls A. R. A cross-sectional examination of hotel consumer experience and relative effects on consumer values [J]. International Journal of Hospitality Management, 2013, 32, 179-192. 

[18] Alnawas I., & Hemsley-Brown J. Examining the key dimensions of customer experience quality in the hotel industry [J]. Journal of Hospitality Marketing & Management, 2019, 28(7), 833-861. 

[19] Carbone L. P., & Haeckel S. H. Engineering customer experiences [J]. Marketing management, 1994, 3(3), 8-19. 

[20] Oliver R L. Customer satisfaction research [J]. The handbook of marketing research: Uses, misuses, and future advances, 2006, 1: 569-587. 

[21] Petrick J F, Morais D D, Norman W C. An examination of the determinants of entertainment vacationers’ intentions to revisit [J]. Journal of travel research, 2001, 40(1): 41-48. 

[22] Ringle C M, Wende S, Becker J M. SmartPLS 4. Oststeinbek: SmartPLS GmbH [J]. 2022. 

[23] Hair Jr J F, Hult G T M, Ringle C M, et al. A primer on partial least squares structural equation modeling (PLS-SEM) [M]. Sage publications, 2021. 

[24] Avkiran N. K., & Ringle C. M. (Eds.). Partial least squares structural equation modeling: Recent advances in banking and finance [M]. Cham, Switzerland: Springer, 2018. 

[25] Chin W. W. The partial least squares approach to structural equation modeling. Modern methods for business research [J]. 1998, 295(2), 295-336.