Young adult tourists’ intentions to visit rural community-based homestays

• Published in: Young consumers 2023-09, Vol.24 (5), p.540-557
• Main Authors: Lim, Tze-Yin, Leong, Choi-Meng, Lim, Lucas Tee-Kiat, Lim, Bibiana Chiu-Yiong, Lim, Rodney Thiam-Hock, Heng, Kiat-Sing
• Format: Article
• Language: English
• Subjects: Age groups; Behavior; Community; COVID-19; Marketing; Motivation; Pandemics; Rural areas; Socialization; Sustainable development; Sustainable tourism; Trends; Young adults
• ISSN: 1747-3616; 1747-3616; 1758-7212
• DOI: 10.1108/YC-11-2022-1637

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.