Understanding Tourist’s Behavioral Intentions in Selecting Local Home-Based Accommodation in Iran

ABSTRACT

The purpose of this study is to investigate tourists’ behavioral intentions when selecting LHA for stays, considering the effects of the Attitude-Social Influence‑Efficacy Model, social identity theory, and accommodation attributes to predict guest behavior Applying a quantitative research design, questionnaire survey, and structural equation modeling for analyzing the data, the results revealed that self-efficacy, accommodation attributes, and social identity influence tourists’ attitudes, while social influence was ineffective in their attitude toward staying in local home-based accommodations (LHAs). In addition, self-efficacy and social identity affect tourists’ behavioral intentions in selecting LHAs as their accommodation. This research provides theoretical and practical implications and enriches the literature on LHAs in terms of extending the model of ASE to include other theories, such as the theory of social identity, as predictors of individual behavior.

KEYWORDS:

• Homestays
• attitude-social influence‑efficacy model
• social identity
• accommodation attributes
• Iran

Disclosure Statement

No potential conflict of interest was reported by the author(s).