Young adult tourists’ intentions to visit rural community-based homestays
ISSN: 1747-3616
Article publication date: 4 July 2023
Issue publication date: 4 September 2023
Abstract
Purpose
This study aims to investigate the factors affecting the intention to visit community-based homestays among young adults in a developing country during the pandemic by incorporating the mediation effect of perceived values and moderation effects of safety and health concerns.
Design/methodology/approach
Data from young adults were gathered via a self-administered questionnaire, and 268 sets of surveys were analysed using partial least squares structural equation modelling.
Findings
The perceived value of community-based homestays among young adults is positively affected by relaxation, learning and entertainment. Perceived value also mediates the relationship between each of the three said motivational push factors and the intention to visit a community-based homestay. The relationship between perceived value and intention to visit community-based homestays among young adults is unaffected by safety and health concerns.
Research limitations/implications
The analysis reveals that relaxation, learning and entertainment are key drivers of intentions to visit rural community-based homestays and that perceived value mediates links between them.
Practical implications
This study benefits the tourism authorities and marketers by enabling them to promote community-based homestays in the country among the young adult market.
Originality/value
This study contributes to the literature by using the motivation theory and model of goal-oriented behaviour to investigate the moderating effects of health and safety concerns on young adults visiting intention. Young adults’ perceived value was also examined to study its mediating effects on visiting intention.
Keywords
Citation
Lim, T.-Y., Leong, C.-M., Lim, L.T.-K., Lim, B.C.-Y., Lim, R.T.-H. and Heng, K.-S. (2023), "Young adult tourists’ intentions to visit rural community-based homestays", Young Consumers, Vol. 24 No. 5, pp. 540-557. https://doi.org/10.1108/YC-11-2022-1637
Publisher
:Emerald Publishing Limited
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