Association Between Homestay Experience and Electronic Word-of-Mouth (eWOM) Intention: Evidence from Indian Hospitality Industry

Abstract

Homestay constitutes a significant element of tourism, serving not just as accommodation but also as a travel attraction. The present study aims to examine the influence of tourists’ experiences (cognitive, sensory, emotional, and behavioural) on their electronic word-of-mouth intentions about homestays in the Indian states of Uttarakhand and Himachal Pradesh. The study employed quantitative research utilising a pretested questionnaire administered to 260 guests residing at various homestays in the Indian states of Uttarakhand and Himachal Pradesh, employing a purposive sample strategy. Path analysis results confirmed the proposed associations. The findings demonstrate that tourists’ experiences positively affect their happiness with the services offered by the homestay, subsequently resulting in favourable electronic word-of-mouth intents. The results offer guidance to homestay owners for enhancing their services to improve tourists’ experiences and foster loyalty.

Keywords: Homestay Experience, Satisfaction, Tourism, Electronic Word of Mouth eWOM, India

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