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

Journal of Resources and Ecology, Volume. 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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Figures & Tables(10)

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

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Table 1.
Homestay tourist frequency to the Yangtze River Delta
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Table 1.
Homestay tourist frequency to the Yangtze River Delta
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 2.
The purpose of choosing homestay for tourists

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Table 2.
The purpose of choosing homestay for tourists

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 3.
Travelling companions of homestay tourism

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Table 3.
Travelling companions of homestay tourism

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 4.
Access to homestay information

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Table 4.
Access to homestay information

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 5.
Accommodation rates acceptable to tourists
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Table 5.
Accommodation rates acceptable to tourists
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 6.
KMO and Bartlett Inspection
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Table 6.
KMO and Bartlett Inspection
Bartlett sphere verification
Chi-Square Test df Significance
0.931 3502.808 210 0.000

Table 7.
Exploratory factor analysis

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Table 7.
Exploratory factor analysis

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 8.
Model reliability and validity tests

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Table 8.
Model reliability and validity tests

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 9.
Analysis of structural equations

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Table 9.
Analysis of structural equations

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

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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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Paper Information

Received: May. 7, 2020

Accepted: Jul. 2, 2020

Published Online: Apr. 23, 2021

The Author Email: ZHU He (zhuhe@igsnrr.ac.cn)

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

Topics

Resource Economy

Research Articles

Table 1. Homestay tourist frequency to the Yangtze River Delta

Table 1. Homestay tourist frequency to the Yangtze River Delta

Table 2. The purpose of choosing homestay for tourists

Table 2. The purpose of choosing homestay for tourists

Table 3. Travelling companions of homestay tourism

Table 3. Travelling companions of homestay tourism

Table 4. Access to homestay information

Table 4. Access to homestay information

Table 5. Accommodation rates acceptable to tourists

Table 5. Accommodation rates acceptable to tourists

Table 6. KMO and Bartlett Inspection

Table 6. KMO and Bartlett Inspection

Table 7. Exploratory factor analysis

Table 7. Exploratory factor analysis

Table 8. Model reliability and validity tests

Table 8. Model reliability and validity tests

Table 9. Analysis of structural equations

Table 9. Analysis of structural equations

Table 1.
Homestay tourist frequency to the Yangtze River Delta

Table 1.
Homestay tourist frequency to the Yangtze River Delta

Table 2.
The purpose of choosing homestay for tourists

Table 2.
The purpose of choosing homestay for tourists

Table 3.
Travelling companions of homestay tourism

Table 3.
Travelling companions of homestay tourism

Table 4.
Access to homestay information

Table 4.
Access to homestay information

Table 5.
Accommodation rates acceptable to tourists

Table 5.
Accommodation rates acceptable to tourists

Table 6.
KMO and Bartlett Inspection

Table 6.
KMO and Bartlett Inspection

Table 7.
Exploratory factor analysis

Table 7.
Exploratory factor analysis

Table 8.
Model reliability and validity tests

Table 8.
Model reliability and validity tests

Table 9.
Analysis of structural equations

Table 9.
Analysis of structural equations