Supporting the Development of Homestay Tourism in the Yangtze River Delta: A Study based on Tourists’ Perceived Value

Fei LONG; He ZHU

doi:10.5814/j.issn.1674-764x.2020.06.010

Journals >Journal of Resources and Ecology >Volume 11 >Issue 6 >Page 624 > Article

Journal of Resources and Ecology
Vol. 11, Issue 6, 624 (2020)

Supporting the Development of Homestay Tourism in the Yangtze River Delta: A Study based on Tourists’ Perceived Value

Fei LONG¹ and He ZHU^2、*

Author Affiliations

¹The National Academy of Economic Strategy of the Chinese Academy of Social Sciences, Beijing 100028, China

²Institute of Geographic Sciences and Natural Resources Research, Chinese Academy of Sciences, Beijing 100101, China

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DOI: 10.5814/j.issn.1674-764x.2020.06.010 Cite this Article

Fei LONG, He ZHU. Supporting the Development of Homestay Tourism in the Yangtze River Delta: A Study based on Tourists’ Perceived Value[J]. Journal of Resources and Ecology, 2020, 11(6): 624 Copy Citation Text

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Fig. 1. The structure equation model of tourist perception and the degree of homestay tourism development support

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Survey items	Response frequency of visitors	Percentage of visitors (%)
1 time	115	32.0
2 times	61	17.0
3 times	36	10.0
4 times	10	2.7
> 4 times	137	38.2

Table 1.

Homestay tourist frequency to the Yangtze River Delta

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Survey items	Percentage of purposes (%)	Percentage of observed value of purposes (%)
Sightseeing	15.3	34.4
Cultural experience	24.4	54.8
Physical fitness	3.9	8.9
Relaxation	31.6	71.0
Purchase of local products	2.7	6.2
Tasting food	11.8	26.6
Team building activities	3.4	7.7
Festival activities	1.0	2.3
Commercial activity	5.8	13.1

Table 2.

The purpose of choosing homestay for tourists

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Survey items	Percentage of travelling companions (%)	Percentage of observed value of travelling companions (%)
Family	36.70	73.4
Friends	32.00	64.1
Classmates	12.20	24.3
Colleagues	12.40	24.7
Business partners	6.20	12.4
Netizens	0.60	1.2

Table 3.

Travelling companions of homestay tourism

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Survey items	Frequency of access	Percentage of access (%)
Encounter at arrival	24	6.6
Tour arrangement	15	4.2
Online travel website	172	47.9
Relatives and friends recommendations	76	21.2
Specific community recommendations	50	13.9
Magazines	3	0.8
Others	19	5.4

Table 4.

Access to homestay information

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Survey items	Frequency of acceptable rates	Percentage of acceptable rates (%)
< 200 yuan	43	16.6
200-300 yuan	88	34.0
300-400 yuan	67	25.9
>400 yuan	61	23.6

Table 5.

Accommodation rates acceptable to tourists

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	Bartlett sphere verification
	Chi-Square Test	df	Significance
0.931	3502.808	210	0.000

Table 6.

KMO and Bartlett Inspection

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Exploratory factors of homestay tourism perception	Facilities and environmental perception (25.067%)*	Cultural experience perception (22.093%)*	Service value perception (15.149%)*	Mean value	Standard deviation
Specialty catering	0.837			2.25	0.879
Sanitary condition	0.813			2.43	0.976
Comfortable facilities	0.794			2.38	0.954
Local cultural characteristics	0.696			2.04	0.796
Rich and distinctive tourist commodities	0.689			2.58	0.975
Cost-effective homestay	0.670			2.29	0.922
Distinctive architectural style	0.656			2.07	0.787
Warm and friendly reception staff	0.598			1.98	0.723
Experience as expected	0.579			2.36	0.839
Experience of staying serving as a topic of conversation		0.842		2.03	0.772
Willing to make friends		0.749		2.12	0.859
Deeper understanding of local culture		0.745		2.06	0.773
Choose homestay next time		0.688		2.21	0.764
Experience local lifestyle		0.676		2.04	0.816
Satisfied with homestay experience		0.582		2.12	0.706
Easy access to the tourist destination			0.859	2.34	0.894
Easy access to homestay information and reservations			0.819	2.21	0.837
Supporting facilities around homestay			0.692	2.56	0.960
Brand awareness			0.586	2.41	0.908

Table 7.

Exploratory factor analysis

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Test potential variables	Cronbach’s Alpha	Average variation extraction	Combination reliability (CR)
Facilities and environmental perception	0.917	0.5026	0.8996
Cultural experience perception	0.902	0.5247	0.8843
Service value perception	0.809	0.5045	0.8315
Supporting development of homestay tourism	0.827	0.5120	0.8231

Table 8.

Model reliability and validity tests

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Regression equation path	Standardized path coefficient	P value	Result
Facilities and environmental perception→Supporting development of homestay tourism agglomeration	0.724	0.037*	Support
Cultural experience perception→Supporting development of homestay tourism agglomeration	0.813	0.0097**	Support
Service value perception→Supporting development of homestay tourism agglomeration	0.692	0.028*	Support

Table 9.

Analysis of structural equations

Fei LONG, He ZHU. Supporting the Development of Homestay Tourism in the Yangtze River Delta: A Study based on Tourists’ Perceived Value[J]. Journal of Resources and Ecology, 2020, 11(6): 624

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