Key factors facilitating homestay success: a focus on cultural and natural values

Abstract

This study explores the factors influencing safe and relaxed atmosphere (SRA), homestay business management (HBM), and cultural and natural values (CNV) in rural tourism and homestay experiences. Data were collected through cluster sampling of tourists and homestay hosts, and structural equation modelling was used for analysis. The findings highlight the significance of specific factors in shaping SRA, HBM, and CNV. Homestay hosts’ care and safety, the effectiveness of the management committee, and the attractiveness of local products and attractions contribute significantly to rural accommodations’ success. Moreover, preserving natural resources and the environment is vital for enhancing the appeal and sustainability of the homestay experience. These implications are crucial for policymakers, local communities, and businesses in rural tourism. Focusing on these key factors can enhance accommodations, encourage community involvement, and protect natural and cultural assets. These outcomes lead to more sustainable and enjoyable tourist experiences, benefit the local economy, and promote resource conservation. This research offers valuable insights into the relationships between observed variables and constructs, providing targeted strategies for sustainable tourism development. By aligning efforts, stakeholders can offer authentic and immersive experiences. This study helps advance rural tourism by identifying key determinants and emphasising responsible industry practices.

Keywords:

• Key factors
• facilitating
• success
• homestay
• cultural and natural values

Reviewing Editor:

• Pier Luigi Sacco, Humanities, IULM University, Milano, Italy

Subjects:

• Rural Development
• Hospitality
• Tourism

Introduction

Homestay is a popular form of accommodation promoted by governments in their local communities. Many provincial governors increase community-based tourism with a focus on homestay as this form of accommodation presents villagers’ unique ways of life. Association of Southeast Asian Nations (ASEAN) Member States are entering a period of development in multiple areas in the ongoing evolution of regional communities. In particular, they are upgrading the standards and quality of local community destinations (Heyprakhon et al., 2016). Community-based tourism (CBT) is an approach used by the tourism industry to achieve progress in achieving the relevant Sustainable Development Goals (SDGs), namely, SDG1 (No Poverty) and SDG11 (Sustainable Cities and Communities). In rural communities, homestays are a critical CBT component as they address tourists’ need for lodging and encourage the cooperation of local families (Pasanchay & Schott, 2021). The homestay business has contributed to developing countries’ tourism industries, renewed resources, and encouraged the tourism economy of local communities (Long et al., 2018). Homestay tourism has thrived throughout ASEAN countries, becoming a model of tourism alteration and upgrading and attracting increasing capital (Long & Zhu, 2020). Most homestays are small hospitality enterprises (Lynch, 2000) that are distributed throughout ASEAN countries. hence, one can predict that tourism income will spread to the central and rural regions.

Homestay is a tool for developing a community, with an academic article claiming that the key to CBT management is community participation, which in turn affects sustainable development (Amin & Ibrahim, 2015). Moreover, homestays remain a subcom of ecotourism, an alternative to sustainable tourism development (Asrianny et al., 2020). Homestay businesses can upgrade and support many types of tourism in rural areas (Charoenpokaraj & Charoenrat, 2019). The COVID-19 outbreak has caused many policymakers to change their accommodation management strategies (Arabadzhyan et al., 2021). Every country has strict SDGs for developing tourism and saving the world (Pasanchay & Schott, 2021). Therefore, the homestay business must be revived following the COVID-19 outbreak in accordance with SDGs.

A review of various studies published in selected journals shows that many factors are involved in the management and operation of homestay businesses. However, few studies have confirmed the relationships and effects of homestay management in remote areas. Therefore, the current study explores the factors related to developing sustainable standard homestays by using factor analysis and examines the factors that influence homestay business management (HBM) and cultural and natural values (CNV). In particular, a safe and relaxed atmosphere (SRA), effective HBM, and CNV preservation are crucial factors in homestay environments (Muhar et al., 2018; Rana & Bisht, 2023; Takaendengan et al., 2022). However, little attention has been paid to these factors and their value concerning sustainable resources and the well-being of human society. The research outlined faces several notable gaps in the existing literature on homestay management. Beyond the identified scarcity of studies confirming relationships and effects in remote areas, there is a need for more nuanced exploration. This includes understanding the multifaceted dimensions of sustainable standard homestays, encompassing environmental, economic, and socio-cultural considerations. Additionally, the research could contribute by addressing the holistic well-being of host communities, delving into the socio-economic and cultural impacts of homestay businesses on these communities. Furthermore, the neglect of technology integration in homestay management, such as online reservation systems and marketing, represents a gap in understanding contemporary trends. Lastly, the research could shed light on cross-cultural dynamics within homestay experiences, exploring potential challenges and strategies for fostering positive interactions between hosts and guests. Addressing these gaps would enrich the understanding of homestay dynamics and contribute valuable insights to the field.

Theoretical framework and hypothesis development

Local people’s hospitality is an essential subcomponent of homestay stakeholders (Asrianny et al., 2020). Additionally, homestays are unique in that they focus on establishing a relationship between hosts and visitors (Chen et al., 2024; Kayat, 2010). From a human perspective, this type of relationship is related to CBT (Giampiccoli et al., 2020).

International and domestic tourists are crucial to the income of local people. For instance, yak herders have been encouraged to produce more livestock products and aim to diversify yak products (Wangdi et al., 2021). Local products identify a local area as they serve as outputs created from local materials. In this way, these products can encourage visitors to make a purchase. Additionally, authentic souvenir quality affects tourists’ satisfaction (Suttikun & Meeprom, 2021).

Local tour programmes are crucial in homestay management as they can influence the attitudes and behaviours related to tourism objectives. In particular, they provide a historical and cultural context for visitors (Bhalla et al., 2016). Tour programmes allow visitors to experience the rural context and learn about the local way of life. Therefore, local tour programmes are necessary for the tourism industry (Nair et al., 2015).

Local food is equally crucial for encouraging revisits because providing food and beverages is essential to the homestay business. The food and beverage aspect of a homestay can be a crucial contributing factor to guest experience whilst ensuring the optimal monetary return to homestay operators (Pusiran et al., 2021). The concept of homestay involves tourists staying with a host family and having meals, similar to a local community. This setup encourages visitors to learn about and understand different cultures. Accordingly, food safety is vital for maintaining tourist trust (Allen, 2020).

Homestay accommodations may be a potentially significant tourism and economic activity for developing countries. Homestays encourage local governments to develop rural communities (Bhuiyan et al., 2015; Dang & Nguyen, 2023). Homestays offer accommodations for overnight stays. Furthermore, the intrinsic qualities of the houses, including cleanliness and adherence to vernacular styles, appeal to visitors in connection with cultural and natural values (Heyprakhon & Rinchumpu, 2018; Riyanto et al., 2023). Factors such as private spaces and building style also affect visitor satisfaction (Rose et al., 2018). Therefore, housing satisfaction is essential for homestay businesses, similar to how customer satisfaction is crucial in global businesses (Kasemsap, 2020).

A successful homestay involves leadership, tourism management, community participation, and safe and relaxed atmosphere (Arkarapotiwong & Chindapol, 2023; Benson, 2017; Kampetch & Jitpakdee, 2019; Moon et al., 2024). Furthermore, homestay owners should implement revenue management practices to support their businesses (Ahmad et al., 2015; Selvaranee Balasingam, 2022). Homestay management focuses on three essential aspects of sustainable development—economic, environmental, and social—and the collaboration of stakeholders, such as a board of directors working on behalf of a nation’s tourism authority (Acharya & Halpenny, 2013; Escolar-Jimenez, 2020). Moreover, cognitive characteristics associated with destination management include aspects like ‘favourable cost-effectiveness,’ ‘pleasant climate,’ ‘stunning landscapes and natural allure,’ ‘captivating cultural sites,’ ‘enticing regional cuisine,’ and ‘high standards of hygiene and cleanliness (Chen & Wang, 2022; Uner et al., 2023).

A safe and relaxed atmosphere is paramount in the management of a homestay business, as it directly correlates with the experience guests have during their stay (Song & Choi, 2020). When guests feel safe and at ease, they are more likely to enjoy their surroundings and engage positively with the cultural and natural values of the area (Long & Chau, 2024). This synergy between a secure, tranquil environment and the appreciation of local cultural and natural assets enhances the overall guest experience, fostering a deeper connection with the destination and encouraging repeat visits (Bi et al., 2024; Li et al., 2024). Thus, maintaining a safe and relaxed atmosphere is not only essential for the well-being of guests but also plays a significant role in promoting the cultural and natural values inherent to the homestay experience. Most visitors conduct research before travelling by checking online reviews. Tourist satisfaction with homestays is positively affected by site characteristics, appearance, facilities, and public spaces and especially by services, personalisation, and marketing (Zhai & Chen, 2020). In addition, public relations can help maintain high acceptable cultural identity, corporate image, and corporate communication (Kaluarachchige et al., 2021; Okudo, 2014). Considering these features, we formulate our theoretical framework shown in Figure 1.

Figure 1. Theoretical framework.

Objective: To explore the factors influencing sustainable homestay management

Hypotheses

• H1: SRA affects HBM.

• H2: SRA affects CNV.

• H3: HBM affects CNV.

Methodology and study sample

This study employed quantitative and survey-based methods and included data from 1,711,058 tourists (Tourism Authority of Thailand, 2019). Questionnaires were used to collect data from 399 tourists who had visited Khiri Wongkot Village, Udon Thani, Thailand. The respondents were sampled from amongst those who had stayed for one night or longer in a homestay in the study area. This research aimed to ascertain their attitudes toward the variables identified in the literature review and modify the content to suit the local context, forming the following questions:

• b1.1 The homestay accommodation area is shady and proportional.

• b1.2 The homestay room is clean and comfortable.

• b1.3 The homestay has facilities such as bathrooms and clean toilets.

• b1.4 The homestay accommodation has a comfortable resting corner.

• b1.5 The nature of the homestay accommodation results in tourists remembering the identities of the Khiri Wongkot community, Na Yung, Udon Thani.

• b2.1 The homestay accommodation provides local food that reflects the villagers’ way of life.

• b2.2 The homestay accommodation provides local food and clean drinking water.

• b2.3 The homestay accommodation provides clean food containers.

• b2.4 The homestay accommodation provides delicious local food that meets the palate of tourists.

• b3.1 The homestay rooms ensure the safety of the lives and properties of tourists.

• b3.2 The area around the homestay accommodation is safe for tourists.

• b3.3 The homestay accommodation is well-lit at night.

• b3.4 The homestay hosts ensure the safety of tourists.

• b4.1 The owner of the homestay provides a warm and friendly welcome.

• b4.2 The owner of the homestay accommodation recommends complete attractions.

• b4.3 Hosts and homestay members are quick to assist tourists in various aspects.

• b4.4 Homeowners or homestay members have activities in their homes for tourists to learn about the villagers’ way of life.

• b5.1 The tour guide recommended by the host is varied.

• b5.2 Riding an E-tak through a rubber plantation in Khiri Wongkot Village is interesting.

• b5.3 The activity of watching villagers make brooms is interesting.

• b5.4 Eating activities in the middle of a wild rice field and watching the sea of mist in the morning in the Khiri Wongkot community are interesting.

• b6.1 The natural resources and surrounding environment of the homestay are green and rich.

• b6.2 Wat Pa Phu Kon is an interesting tourist attraction that is not far from the Khiri Wongkot community.

• b6.3 The community practices the preservation of natural resources and the environment surrounding the community.

• b6.4 The natural resources and surrounding environment of the homestay are beautiful and clean.

• b7.1 The Khiri Wongkot community maintains local traditions.

• b7.2 The Khiri Wongkot community villagers wear local clothing.

• b7.3 The Khiri Wongkot community has a simple and original way of life.

• b7.4 The Khiri Wongkot community holds an interesting Nayung Coffee Festival.

• b8.1 The long-handled broom of the Khiri Wongkot community is a unique product.

• b8.2 The cracked banana is an interesting souvenir.

• b8.3 The community has a variety of products for tourists.

• b8.4 The community has a variety of souvenirs for tourists.

• b9.1 A committee is assigned to manage homestay groups.

• b9.2 Benefits are fairly distributed.

• b9.3 All groups in the community are involved in homestay group management services.

• b9.4 The homestay group management service Committee has rules and regulations.

• b10.1 Community tourism public relations documents are distributed to tourists.

• b10.2 A community tourism promotion website targets and reaches tourists.

• b10.3 Community tourism is promoted regularly.

• b10.4 Many channels are available to publicise community tourism.

This study was conducted through cluster sampling and convenience sampling from November 2023 to March 2024. Questionnaires were administered to tourists in the tourist-crowded areas of Khiri Wongkot Village, Udonthani, Thailand. A total of 450 questionnaires were distributed to respondents, and 420 questionnaires were subsequently returned, resulting in a response rate of 88%, which indicated good reliability. The research tools comprised structural questionnaires divided into two portions. The first portion collected social and population data. The second portion collected the respondents’ satisfaction with each factor characterising their homestay. The reliability of the research tool’s alpha coefficient was 0.86.

Study area

The northernmost district of Udon Thani Province is Na Yung District, which includes Khiri Wongkot Village. Na Yung District is bounded by Pak Chom District in Loei Province to the east and Nong Khai Province to the west. It is home to the lush mountain ranges of Nam Som-Na Yung National Park and the Huai Phang Waterfall, a stream that sustains all life in the hamlet and facilitates the villagers’ agricultural livelihood. The district offers several options for homestays and resort services. Visitors enjoy the natural surroundings, including the impressive morning mist and greenish mountain ranges. They can also take a tour to see the natural surroundings and hill tribes’ way of life. In addition, they can explore the Huay Khang Pray Waterfall, eat lunch in the jungle, and take pictures from the mountain’s highest vantage point along the Khong River.

Data analysis and statistical methods

Percentages, means, and standard deviations were used to evaluate the social data, population data, and attitudes towards the factors of homestay management (Table 1). Factor analysis and structural equation modelling was used to explore the relationship between the independent and dependent variables by setting the level of statistical significance at .05. Visitors were asked to grade the given factors based on a 5-point Likert scale.

Table 1. Means and standard deviations of variables

Variables	N	Minimum	Maximum	Mean	Std. Deviation
b1.1	420	1	5	3.20	.706
b1.2	420	1	5	3.54	.748
b1.3	420	1	5	3.31	.792
b1.4	420	1	5	3.45	.797
b1.5	420	1	5	3.32	.814
b2.1	420	1	5	3.57	.777
b2.2	420	1	5	3.52	.768
b2.3	420	1	5	3.40	.804
b2.4	420	1	5	3.44	.859
b3.1	420	1	5	3.49	.830
b3.2	420	1	5	3.47	.844
b3.3	420	1	5	3.32	.845
b3.4	420	1	5	3.29	.883
b4.1	420	1	5	3.35	.807
b4.2	420	1	5	3.35	.791
b4.3	420	1	5	3.19	.888
b4.4	420	1	5	3.28	.677
b5.1	420	1	5	3.69	.681
b5.2	420	1	5	3.58	.806
b5.3	420	1	5	3.45	.803
b5.4	420	1	5	3.49	.819
b6.1	420	1	5	3.56	.859
b6.2	420	1	5	3.52	.856
b6.3	420	1	5	3.38	.886
b6.4	420	1	5	3.39	.890
b7.1	420	1	5	3.15	.802
b7.2	420	1	5	3.25	.796
b7.3	420	1	5	3.05	.849
b7.4	420	1	5	2.96	.954
b8.1	420	1	5	3.08	.723
b8.2	420	1	5	3.34	.803
b8.3	420	1	5	3.19	.822
b8.4	420	1	5	3.23	.923
b9.1	420	1	5	3.30	.890
b9.2	420	1	5	3.32	.941
b9.3	420	1	5	3.15	.901
b9.4	420	1	5	3.14	.892
b10.1	420	1	5	3.03	.850
b10.2	420	1	5	3.08	.800
b10.3	420	1	5	2.84	.783
b10.4	420	1	5	2.99	.814

Table 2. Rotation sums of squared loadings.

Component	Eigenvalues	% of Variance	Cumulative%
1	3.912	9.780	9.780
2	3.025	7.562	17.341
3	2.762	6.906	24.247
4	2.460	6.151	30.399
5	2.255	5.638	36.037
6	2.209	5.522	41.559
7	2.045	5.112	46.672
8	1.769	4.422	51.094
9	1.615	4.037	55.131
10	1.417	3.542	58.673
11	1.304	3.260	61.933

Results

Social and population factors of respondents

A descriptive overview of the collected responses revealed that 51.6% of the respondents were females whilst 48.4% were males. Most of them were aged 40–49 years (47.4%) whilst the other visitors were aged 30–39 years (25.8%). Regarding educational level, most respondents had bachelor’s degrees (67.9%). In terms of occupation, nearly half the sample comprised government staff (41.1%). As for income, more than half of the sample had an income of 626–937 USD (68.4%). Regarding marital status, most respondents (76.2%) were married whilst others were single (20.1%).

A factor analysis was performed to determine the number of factors obtained from these variables. First, we tested the suitability of factor analysis and found that the Kaiser–Meyer–Olkin measure of sampling adequacy was equal to .853, which was greater than .80, indicating the suitability of factor analysis. Meanwhile, the approximate chi-square value in Bartlett’s test of sphericity was 5705.132 (df = 780, significance = .000, n = 420). Rotation sums of squared loadings was shown as Table 2.

From Table 3, we extracted three main factors for hypothesis testing: SRA, HMB, and CNV. The variables comprising these factors are as follows:

Table 3. Rotated component matrix.

Component variable	1	2	3	4	5	6	7	8	9	10	11
b9.2	.784
b8.4	.765
b9.3	.738
b9.4	.672
b9.1	.602
b8.2	.584
b8.3	.501
b3.4		.741
b3.3		.620
b3.2		.613
b4.2		.600
b4.3		.556
b6.3			.724
b6.1			.676
b6.2			.619
b6.4			.607
b1.3				.805
b1.4				.720
b1.5				.708
b8.1				.351
b2.3					.741
b2.1					.686
b2.4					.599
b2.2					.585
b10.1						.792
b10.3						.681
b10.2						.571
b10.4						.465
b7.2							.746
b7.1							.739
b7.3							.507
b7.4							.431
b5.4								.754
b5.2								.613
b5.3								.559
b4.4								.357
b1.1									.779
b1.2									.596
b4.1										.718
b3.1											.757

Factor 1 (HBM): b9.2 Benefits are fairly distributed, b8.4 The community has a variety of souvenirs for tourists, b9.3 All groups in the community are involved in homestay group management services, b9.4 The homestay group management service Committee has rules and regulations, b9.1 A committee is assigned to manage homestay groups, b8.2 The cracked banana is an interesting souvenir, and b8.3 The community has a variety of products for tourists.

Factor 2 (SRA): b3.4 The homestay hosts ensure the safety of tourists, b3.3 The homestay accommodation is well-lit at night, b3.2 The area around the homestay accommodation is safe for tourists, and b4.2 The owner of the homestay accommodation recommends complete attractions.

Factor 3 (CNV): b6.3 The community practices the preservation of natural resources and the environment surrounding the community, b6.1 The natural resources and surrounding environment of the homestay are green and rich, b6.2 Wat Pa Phu Kon is an interesting tourist attraction that is not far from the Khiri Wongkot community, and b6.4 The natural resources and surrounding environment of the homestay are beautiful and clean.

The model shows significant goodness-of-fit statistics (GFI = .971, P = .079, chi-square = 93.995, RMSEA = .024). With the large sample size of 420 respondents, the significant chi-square and degree of freedom ratio is acceptable. The model shows a good fit relative to the goodness-of-fit statistic results. All hypotheses are supported. This structural model solution produces an R² value of .44, which suggests that the structural model explains 44% of the variance in tourism performance. It has a strong explanatory power for this type of model (Figure 2).

Figure 2. Research model. Chi-square = 93.995(76). p = .079, CMIN/DF = 1.237, GFI = .971, RMSEA = .024, TLI = .988.

The latent variables and observed variables (Tables 4 and 5) are detailed below.

Table 4. Regression weights.

			Estimate	S.E	C.R	P	Label
HBM	<—	SRA	.277	.056	4.958	***	par_13
CNV	<—	SRA	.751	.105	7.134	***	par_14
CNV	<—	HBM	.439	.144	3.055	.002	par_15
b4.2	<—	SRA	1.000
b3.2	<—	SRA	1.171	.118	9.914	***	par_1
b3.3	<—	SRA	.968	.111	8.693	***	par_2
b3.4	<—	SRA	1.382	.131	10.513	***	par_3
b8.3	<—	HBM	1.000
b8.2	<—	HBM	1.306	.186	7.004	***	par_4
b9.1	<—	HBM	1.836	.266	6.893	***	par_5
b9.4	<—	HBM	1.936	.297	6.524	***	par_6
b9.3	<—	HBM	2.412	.352	6.852	***	par_7
b8.4	<—	HBM	2.231	.312	7.160	***	par_8
b9.2	<—	HBM	2.535	.370	6.861	***	par_9
b6.3	<—	CNV	1.000
b6.1	<—	CNV	.965	.078	12.449	***	par_10
b6.2	<—	CNV	.957	.077	12.406	***	par_11
b6.4	<—	CNV	.852	.071	11.974	***	par_12

Table 5. Standardised regression weights and squared multiple correlations.

	Standardised Regression Weights		Squared Multiple Correlations
HBM←SRA	.447	SRA	.000
CNV←SRA	.547	HBM	.199
CNV←HBM	.198	CNV	.436
b4.2←SRA	.605	b6.4	.394
b3.2←SRA	.663	b6.2	.536
b3.3←SRA	.547	b6.1	.540
b3.4←SRA	.747	b6.3	.548
b8.3←HBM	.361	b9.2	.636
b8.2←HBM	.481	b8.4	.513
b9.1←HBM	.612	b9.3	.623
b9.4←HBM	.643	b9.4	.413
b9.3←HBM	.789	b9.1	.374
b8.4←HBM	.716	b8.2	.231
b9.2←HBM	.798	b8.3	.130
b6.3←CNV	.741	b3.4	.558
b6.1←CNV	.735	b3.3	.300
b6.2←CNV	.732	b3.2	.439
b6.4←CNV	.628	b4.2	.366

Table 6. Standardised total effect.

	SRA	HBM	CNV
HBM	.447	.000	.000
CNV	.636	.198	.000
b6.4	.399	.124	.628
b6.2	.466	.145	.732
b6.1	.467	.146	.735
b6.3	.471	.147	.741
b9.2	.356	.798	.000
b8.4	.320	.716	.000
b9.3	.352	.789	.000
b9.4	.287	.643	.000
b9.1	.273	.612	.000
b8.2	.215	.481	.000
b8.3	.161	.361	.000
b3.4	.747	.000	.000
b3.3	.547	.000	.000
b3.2	.663	.000	.000
b4.2	.605	.000	.000

For the SRA factor, the factor loadings of the observed variables b3.4, b3.3, b3.2, and b4.2 are .75, .55, .66, and .61, respectively. Hence, the absolute value of more than .30 and P-value of less than .05 (Kline, 1994, pp. 28–41) indicate that these variables can explain SRA at 56%, 30%,44%, and 37%, respectively.

For the HBM factor, the factor loadings of the observed variables b9.2, b8.4, b9.3, b9.4, b9.1, b8.2, and b8.3 are .80, .72, .79, .61, .48, and .36, respectively, indicating that they could explain HBM at 64%, 52%, 62%, 37%, 23%, and 13%, respectively.

For the CNV factor, the factor loadings of the observed variables b6.3, b6.1, b6.2, and b6.4 were .74, .73, .73, and .65, respectively, indicating that they can explain CNV at 54%, 53%, 53%, and 42%, respectively.

All the variables in the structural equation model are statistically significant at the .01 level. Hence, all the variables in the model have a relationship. The regression weights of all variables are listed in Table 4.

Table 6 presents the standardised total effect matrix which shows the relationships between the observed variables (b6.4, b6.2, b6.1, b6.3, b9.2, b8.4, b9.3, b9.4, b9.1, b8.2, b8.3, b3.4, b3.3, b3.2, and b4.2) and the three constructs (SRA, HBM, and CNV). The values in the table are standardised coefficients indicating the total effect of each observed variable on the three constructs. These coefficients represent the strength and direction of the relationships after considering all the direct and indirect effects.

A positive standardised coefficient indicates a positive influence, whereas a negative coefficient indicates a negative influence. Values closer to 1 or −1 indicate a stronger impact whilst values closer to 0 indicate a weaker impact.

Table 6 can be further interpreted as follows:

SRA with HBM and CNV:

• The standardised total effect of HBM on SRA is 0.447, which indicates a positive influence but not a strong one.

• The standardised total effect of CNV on SRA is 0.636, indicating a stronger positive influence. The influence of CNV on SRA is greater than that of HBM.

HBM with CNV:

• The standardised total effect of CNV on HBM is 0.198, indicating a weak positive influence. This result suggests that CNV has lesser impact on HBM than on SRA.

Observed variables with constructs:

• Considering the standardised total effects of the observed variables on the constructs, we can observe the strengths of their relationships.

• For example, the observed variable b3.4 has a standardised total effect of 0.747 on SRA, indicating a strong positive influence on the SRA construct.

• The observed variable b9.2 has a standardised total effect of 0.798 on HBM, indicating a strong positive influence on the HBM construct.

• The observed variables b6.4, b6.2, b6.1, and b6.3 have standardised total effects of 0.628, 0.732, 0.735, and 0.741, respectively, on CNV, suggesting that these variables have moderate to strong positive influences on the CNV construct.

Overall, the standardised total effect matrix sheds light on the strengths and directions of the interactions between the observable variables and the three constructs (SRA, HBM, and CNV) in the context of rural tourism and homestay experiences. It highlights the observed variables that have the greatest influence on each construct and provides recommendations for governments, local communities, and enterprises aiming to improve the quality and sustainability of rural lodging and tourism experiences.

An effort was undertaken to assess the presence of multicollinearity in the dataset by examining the relationships among the variables employed in this study. The results indicated an absence of multicollinearity since the correlations between the variables were found to be below 0.80 (r < 0.80), consistent with the criteria proposed by Shadfar and Malekmohammadi (Shadfar & Malekmohammadi, 2013). Consequently, this suggests the suitability of proceeding with structural equation modelling, as outlined in Table 7.

Table 7. Correlation matrix.

	SRA	HBM	CNV
SRA		.318**	.515**
HBM			.353**
CNV

** Correlation is significant at the 0.01 level (2-tailed).

The correlation matrix reveals significant positive associations among the variables SRA, HBM, and CNV. Specifically, the Pearson correlation coefficient between SRA and HBM is 0.318 (p < 0.01), suggesting a significant positive correlation. Similarly, the correlation between SRA and CNV is stronger at 0.515 (p < 0.01), indicating a significant positive relationship. Furthermore, the correlation between HBM and CNV is 0.353 (p < 0.01), signifying another significant positive association. In essence, these findings suggest that as values of SRA, HBM, and CNV increase, the corresponding variables also tend to increase, and these relationships are statistically significant with a sample size of 420 for each correlation.

Discussion

The findings of this study highlight the critical role that certain aspects play in shaping SRA, HBM, and CNV in rural tourism and homestay experiences. Characteristics such as the care and safety provided by homestay hosts, competent committee management, and the attractiveness of local products and activities are critical to the success and appeal of rural accommodations (Wang et al., 2023). The emphasis placed by homestay hosts on care and safety is critical for establishing a safe and calm environment for travellers. Visitors are more likely to have a favourable experience and promote a destination when they feel safe and well-cared for (Van Heel et al., 2024). These positive outcomes can result in increased tourism traffic and positive word-of-mouth promotion, which boost the local economy and the long-term sustainability of the tourism industry (Heyprakhon et al., 2016; Rattanaburi, 2023). Effective homestay company management is critical for achieving equitable benefit sharing within the local community and incorporating various groups in the management process. Communities that are actively involved in tourism and benefit from it are more likely to support and participate in sustainable tourism efforts (Utami et al., 2023). This inclusiveness can instil a sense of pride and ownership in visitors, resulting in a more realistic and engaging experience (Thakur et al., 2023).

The allure of local products and attractions adds to a destination’s overall cultural and natural assets (Kefalas et al., 2019; Lu et al., 2022). Tourists are frequently drawn to one-of-a-kind and authentic experiences that highlight local culture and nature. Businesses and communities can increase the total value of the homestay experience and separate themselves from mass tourism destinations by offering a varied range of community souvenirs and advertising neighbouring attractions (Bi & Yang, 2023). The protection of natural resources and the environment is critical for the appeal and sustainability of a homestay experience. Tourists are increasingly seeking sites that highlight environmentally friendly activities and conservation efforts. By protecting an area’s natural beauty and resources, stakeholders not only attract eco-conscious tourists but also contribute to the region’s long-term viability (Luekveerawattana, 2020; Sangthong & Soonsan, 2023).

These findings provide policymakers with useful insights into the key elements requiring attention and support for rural tourism development. Developing regulations that support sustainable practices, community involvement, and environmental conservation can result in a diverse and successful tourism business that benefits both locals and visitors. Local communities can utilise this information to help shape their tourism offers. They can ensure that their homestay experiences match their cultural values and protect the environment by cooperating with companies and local governments. In turn, these efforts develop a sense of pride and ownership amongst community members, resulting in a more authentic and fulfilling tourist experience. A local understanding of the significance of the highlighted elements helps drive decision making and marketing strategies for enterprises involved in rural tourism and homestay management (Janjua et al., 2023). They may attract a more discriminating and engaged clientele by focusing on providing safe, authentic, and sustainable experiences, which may result in better customer satisfaction and loyalty. Communities can use this information to make decisions.

Finally, the findings of the study highlight the importance of certain aspects in shaping SRA, HBM, and CNV in rural tourism and homestay experiences. Stakeholders can establish a vibrant and sustainable tourism business that benefits local communities and travellers seeking enriching experiences by focusing on proper care and safety, effective management, cultural attractiveness, and environmental preservation. Adopting these insights can pave the way for a more promising and responsible future for rural tourism.

Conclusions and recommendations

The findings of this study highlight the importance of certain aspects in shaping SRA, HBM, and CNV in rural tourism and homestay experiences. The appropriate care and safety provided by homestay hosts, effectiveness of the management committee, and attractiveness of local products and attractions are critical contributions to the overall performance and value of rural lodgings. Furthermore, the preservation of natural resources and the environment has emerged as a critical component in improving the appeal and sustainability of homestay experiences. These findings are critical for policymakers, locals, and businesses involved in rural tourism and homestay management. To capitalise on these insights, stakeholders must work together to identify the critical characteristics that will result in beneficial outcomes for both tourists and the local population. By implementing strategic measures, they can improve the quality of accommodations, increase community involvement, and conserve a region’s natural and cultural assets. Such efforts can result in more sustainable and delightful tourism experiences for visitors whilst benefiting the local economy and supporting resource conservation. Community capacity building: Through capacity-building programmes, local communities should be empowered to actively participate in homestay management. Encouraging management committee participation and training in hospitality and tourism-related skills would result in a more welcoming and enriching experience for travellers.

Diversification of tourism products

Stakeholders should vary their products to increase the attractiveness of rural lodgings. Collaborating with local artists and businesses to create culturally meaningful products and experiences will attract a broader range of tourists and encourage them to stay longer.

Sustainability

Policymakers and businesses must prioritise sustainability in all facets of tourism operations. Eco-friendly initiatives, waste management systems, and energy-efficient practices will aid in the conservation of natural resources and preservation of the environment for future generations.

Public–private partnerships (PPPs)

Greater collaboration between the public and private sectors must be encouraged to boost rural tourism growth PPPs can facilitate the distribution of resources and expertise required for sustainable and responsible tourism.

Marketing and promotion

Effective marketing methods that showcase a destination’s unique cultural and natural features can attract tourists. Digital channels and social media may be used to reach large audiences and engage potential visitors.

Monitoring and evaluation

The impact of tourism on the environment, local communities, and economy must be regularly assessed. Regular progress evaluations and feedback from travellers will aid in identifying areas for development and optimising the overall tourism experience.

Sustainable practice incentives

Incentives and recognition may be provided to firms and communities that demonstrate excellent sustainable practices. This activity will inspire others to follow suit, thereby contributing to the long-term viability of rural tourism.

Cultural exchange programmes

Cultural exchange programmes that bring tourists and local communities together must be promoted. For example, traditional workshops and cultural activities can promote mutual respect and understanding and strengthen the homestay experience.

By implementing these guidelines, stakeholders can collectively contribute to the expansion of sustainable rural tourism and exert a long-term positive influence on local communities, tourists, and the environment. Responsible practices, combined with a strong commitment to protecting cultural and natural assets, will pave the way for a vibrant rural tourism sector that benefits all parties concerned.

Governments play a pivotal role in shaping sustainable rural tourism. They should develop adaptive policy frameworks that incentivise environmentally friendly and community-engaged practices within the sector. Investing in rural infrastructure, such as roads and waste management, will not only improve the overall tourist experience but also contribute to local community development. Government-sponsored training programmes can improve homestay hosts’ skills, particularly in the aspects of hospitality, safety, and cultural sensitivity. Clear regulatory standards should also be established to ensure safety and environmental compliance. In addition, supporting local marketing initiatives will help promote rural destinations effectively.

As key stakeholders, homestay operators should focus on fostering community collaboration. Active engagement with local communities ensures the equitable distribution of tourism benefits. Continuous training of hosts and staff, covering customer service and sustainable practices, is essential for maintaining high service standards. Diversifying offerings, such as guided tours or cultural workshops, can enhance the appeal of homestays. Embracing environmental stewardship practices, such as waste reduction and responsible water usage, aligns with modern tourism trends. Establishing feedback mechanisms allows for continuous improvement based on the evolving needs of tourists and local communities.

Fostering collaborations between researchers and the tourism industry is crucial for academia. Researchers should focus on producing relevant case studies of successful rural tourism models that can serve as valuable teaching tools and provide practical guidance. Integrating research findings into academic curricula ensures that future professionals are well-equipped with the latest knowledge on sustainable practices and community engagement. Engaging in policy advocacy enables academics to help shape policies that balance economic growth with environmental and cultural conservation. Finally, contributing to public awareness campaigns ensures that industry practitioners and the public are informed about the benefits and challenges of rural tourism. This multifaceted academic approach can significantly affect the direction and success of rural tourism initiatives.

Research limitations

This study has some limitations that warrant consideration. The study’s sample size and demographics may limit the generalisability of the findings, potentially overlooking the nuances in diverse rural tourism settings. The cross-sectional design imposes constraints on establishing causation, highlighting the need for more longitudinal investigations. Reliance on self-reported data introduces the possibility of response bias, and the study’s observed variables may oversimplify complex constructs. Additionally, the dynamic nature of external factors and the potential for measurement bias underscore the need for cautious interpretation and highlight areas for improvement in future research.

Acknowledgments

I would like to convey my heartfelt gratitude to Suan Sunandha Rajabhat University for providing me with a research scholarship and the facilities that allowed me to complete my research.

Disclosure statement

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

Data availability statement

Data and materials supporting the results or analyses presented in this paper available upon reasonable request

Additional information

Funding

No funding was received

Notes on contributors

Rumpapak Luekveerawattana

Rumpapak Luekveerawattana has been working as a lecturer at Suan Sunandha Rajabhat University for 13 years. She teaches sustainable tourism management, research methods in tourism and service industry, cultural and community tourism. In addition, she is involved in various research projects related to tourism and service industry.