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This study aims to explore customer personality traits as an antecedent of customer citizenship behaviour which positively facilitates service providers.

This study follows the positivism research paradigm. Hence, primary data were collected from 250 homestay visitors who stayed at five selected homestays located at Mirissa homestay zone, Sri Lanka.

The present study's findings reveal that “agreeableness,” “extraversion” and “conscientiousness” personality traits promote customer citizenship behaviour. Furthermore, the openness to “experience” trait identified to have a statistically insignificant relationship with CCB and neuroticism recorded a positive impact on the relationship between CCB and personality, contrary to the existing literature.

This study comprehensively explains how service providers should arrange their service facilities to increase customer willingness to perform citizenship behaviour, which helps develop their services.

Previous research has investigated that customer personality in terms of prosocial and proactive nature impacts CCBs. In contrast, the effect of Big Five personality traits on CCB is highlighted in this study.

After completion of the case study, the participants would be able to understand the challenges in building a sustainable homestay tourism business; develop a positioning statement for La Pinekonez which builds a unique competitive advantage; and outline elements of the business strategy to profitably sustain and grow a sustainable tourism homestay in terms of service offering, pricing, marketing and operations.

La Pinekonez Homestay, located in the beautiful region of Himachal Pradesh, India, is the subject of this case study, which explores both its successes and its difficulties. In August 2022, Arvind, the dedicated sole proprietor of La Pinekonez, grappled with multifaceted challenges, the first being the foray of established hotel chains into the homestay business. As the protagonist, was is in dilemma of preserving La Pinekonez’s unique identity amidst corporate competitors, particularly with regards to differentiating from the expanding hotel chains. The clash between customer expectations for hotel-like amenities and the homestay’s commitment to sustainable tourism presented a crucial challenge. Negative reviews questioning the authenticity of La Pinekonez’s green initiatives heightened the complexity. Adding to Arvind’s predicament were the seasonal fluctuations in tourist inflow and his aspiration to embrace immersive tourism trends. This case study facilitates exploration of strategic positioning, sustainability management and marketing strategies in the dynamic and competitive hospitality industry. It also offers insights into the complexities of balancing differentiation, customer satisfaction and sustainability while navigating the evolving landscape of tourism trends.

This case study is suitable for students of tourism and hospitality management at postgraduate level. The case study can be discussed once the basic concepts of hospitality management and service dimensions are covered.

Teaching notes are available for educators only.

CCS 12: Tourism and hospitality.

Rural homestays have emerged as an interesting option for tourists. This study aims to assess the role of destination attractiveness factors and travel motivations in homestay choice. The moderating role of need for uniqueness towards enhancing these relationships is also examined.

A survey of 201 Indian tourists who had visited rural homestays in the Uttarakhand state of India was conducted. Data were analyzed using SPSS and WarpPLS, based on structural equation modelling approach.

Results indicate that two destination attractiveness factors – (a) cultural and rural attractions and (b) destination location and transportation – have a significant association with rural homestay choice. Further, need for uniqueness enhances the relationship between natural attractions and choosing rural homestays.

Although there are several studies on rural homestays, there is scant research on the factors influencing the choice of rural homestays from a tourists’ perspective. Besides, studies on rural homestay tourism have not assessed the role of need for uniqueness in influencing such choices. The implications of the study for destination marketers, homestay operators and owners are discussed which would hopefully aid in attracting discerning tourists to the rural homestays to such regions.

Homestay is an alternative product to mass tourism where tourists are accommodated with local family allowing the tourist to learn local culture and lifestyle. The changing tourists' preferences influence the phenomenon of this accommodation trend for unique experiences, increasing competition in the market, and the rapid development in communication technology. This paper aims to observe the current state of the homestay situation in Brunei. This research utilized qualitative in-depth semi-structured interviews with a total sample of 23 respondents consisting of homestay operators, local community and tourism officers. The findings are that homestay in Brunei experienced issues with licensing and standards due to unending bureaucracy and unclear instructions, an elusive search of successors for long-term sustainability, and issues on participatory management within the community. This paper contributes valuable insights to developing strategies for the sustainability of homestay tourism, particularly for the stakeholders involved, such as homestay operators, policymakers and tourism practitioners.

The purpose of this study is to explore the factors that influence sustainable homestay development and suggest a model for adopting and implementing the homestay concept and its contribution towards sustainable rural development in Uttarakhand, India.

Researchers have collected a total of 360 responses from tourists, homestay owners/villagers and managers associated with homestay businesses in Uttarakhand to examine, assess and analyse the data with the help of different statistical tools such as SPSS and AMOS to validate the concept of homestay and its impact on sustainable rural development.

The analysis uncovered that collaborative consumption, sharing economy and family feeling and community development are positively associated with and, in return, community development affects sustainable development.

This study enables us to explain the “collaborative consumption” in the context of homestays functional in the state of Uttarakhand only.

The study results in evidence of crucial implications for policymakers. Policymakers should focus on opportunities in tourism and its integration with economic, environmental and social goals. Homestays will be new avenues for economic and sustainable development.

Homestay offers reasonable and cheap lodging for tourists within the existing ancient homes, typically restored for the guests to form a comfortable stay. Homestay is adopted to facilitate community-based tourism in the state. It also helps in developing a source of livelihood for the community. It is helpful for individuals’ economic, social and aesthetic desires to be consummated by maintaining cultural integrity, ecological processes, biodiversity and natural support systems through homestay, as social entrepreneurship. Homestay has been envisaged as a driver to realise the sustainable development goals by steering the pathways to a property future for all involved within the elected hill states.

This study validates a new homestay model that will be useful for developing community and achieving sustainable development.

This article aims to provide a case study of rural tourism in the island of Labuan, Malaysia from the broadcasting and business perspectives. It explores the collective social responsibilities of the local stakeholders and the related local authorities.

The study uses a mixed mode of quantitative and qualitative methodologies, and a framework of the five dimensions of sustainable rural tourism and corporate social responsibility to explain how radio broadcasting and the business communities' initiatives are socially responsible towards tourism.

The research reveals that locals and stakeholders receive sufficient information from the media, especially Labuanfm, but stakeholders could be more responsible and efficient in channeling the required information for the continued sustenance of rural homestay tourism as a viable economic activity.

The study recommends that stakeholders offer additional commitment as formal assistance for homestay entrepreneurs is not a healthy option in the face of competitive development of modern hotel accommodation.

For the first time, an evaluation of stakeholders' CSR has been undertaken. This study should raise government awareness of Labuan's rural livelihood and the need for a communication strategy that disseminates an actionable communication plan.

TESOL (the teaching of English to speakers of other languages) institutions, although inherently educational in character, are essentially service operations. Commercial success may depend on the word‐of‐mouth recommendations of satisfied clients. This study used focus group methodology to explore TESOL client expectations and perceptions of the service they received in New Zealand English language schools and thus to identify major determinants of client satisfaction with the service. The findings appear to confirm the key service role of the ESOL teacher in the minds of TESOL clients, not only as a classroom professional but also as a coach, counsellor and mentor. Other significant factors influencing client satisfaction included the nature of the English language school milieu and the homestay, as well as the quality of client feedback systems, service‐scape, and language school communication with the client. Tentative recommendations are offered for TESOL managers.

This paper aims to bridge micro-entrepreneurship, sharing economy and community-based tourism (CBT) literature by analyzing the specific ways in which technological platforms mitigate risks and create opportunities that benefit local communities.

Six online platforms (two local and four international) used by tourism micro-entrepreneurs in Thailand were systematically analyzed to compare and contrast nuances in their business models, as well as their features to highlight benefits to CBT. Thematic analysis was used in the data analysis.

Three different types of business models based on tourism offers, membership policy and contributions to the destination community were identified. The variety of tourism offers includes tailor-made tours and private tour guides, local food experiences, skilled workshops and other local/community-based activities. Importantly, Thai platforms work closely with the Thai Government to promote tourism micro-entrepreneurship.

This paper adds to tourism micro-entrepreneurship, sharing economy and CBT literature by dissecting the business models of online platforms and their roles as mediators of CBT, discussing the platforms’ contributions to the achievement of sustainable development goals.

研究样本包括六个在线平台（两个本地、四个国际）服务于泰国微创业主们。本论文采用系统分析法来比较个中平台之间的细小差别和有利于社区型旅游产业的特点。分析方法为主题分析法。

研究发现了三种不同商业模式, 基于旅游产品、会员制、对目的地社区的贡献等三方面。旅游产品包括定制化旅游路线和私人旅游导游、当地美食体验、工坊、以及其他的当地/社区型活动。最主要的是, 泰国网络平台与泰国政府紧密合作, 以促进旅游微创业。

本论文解析了在线平台的商业模式和其对社区型旅游产业的作用, 讨论了平台对可持续发展目标的贡献, 因此, 本论文对于旅游微创业、共享经济、和社区型旅游产业的文献做出贡献。

The purpose of this paper is to investigate the correlation between customer experience and brand equity for a homestay establishment in Eastern Taiwan.

Visitors staying at Yuehetang Rural Residence (YRR) during the month of January 2013 were surveyed, and the data were analyzed using descriptive statistics, reliability analysis and typical correlation.

Visitors demonstrated a very high level of overall satisfaction with their homestay experience (4.43-4.84), especially in terms of YRR’s ability to evoke feelings of being moved or touched, and of pleasure, excitement and satisfaction. Similarly, YRR’s brand equity was rated very high (3.98-4.67). Responders particularly felt that YRR’s image of prioritizing environmental protection and the quality of its lodgings were unique sources of added value and, therefore, factors in creating its healthy brand equity, despite the fact that it was rated low in terms of visibility to homestay-hunting customers. The correlation coefficient between experience and brand equity was 0.742, indicating a high degree of positive correlation. The correlation between customer loyalty and brand equity was also quite high, followed by, in decreasing order of strength, the correlations between brand equity and the environment-friendly image, the quality of lodging, organic farming and visibility.

YRR’s core business value is environmental protection, a factor which, in today’s increasingly environment-conscious world, has unsurprisingly contributed heavily to its brand equity and customer loyalty. YRR and other homestay operators can utilize the findings of this paper to enhance visitor experience and their own brand equity.

This paper is one of the first articles in the homestay experience field that offers content that environmental protection is an important factor to brand equity. It also offers numerous theoretical and practical implications.

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.

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.

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.

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.

This study benefits the tourism authorities and marketers by enabling them to promote community-based homestays in the country among the young adult market.

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.