THE ATTRACTIVENESS ASPECTS THAT INFLUENCE CONSUMER LOYALTY TO HOME STAY---A STUDY IN CHINA

Abstract

Over the past decade, China has seen a significant surge in the popularity of home stays, particularly in culturally-rich regions like Yunnan. These accommodations, distinct from traditional hotel lodgings, promise travelers a more localized and authentic experience. This research aimed to discern the key attractiveness aspects that foster consumer loyalty to these home stays. Integrating both qualitative and quantitative methodologies, the study delved into various factors including surrounding of the building & features, marketing effect, service quality, home stay facilities, home stay operators and management, home stay price. The research findings revealed that travelers are profoundly drawn to traditional Chinese architectural styles, emphasizing their quest for authentic experiences. The setting of a home stay, especially if nestled amidst nature, further enhances its appeal. Service quality stood out as a paramount determinant of loyalty, with well-trained hosts playing a pivotal role in enhancing the guest experience. Other factors, including comprehensive amenities, effective management, and balanced pricing, also contribute to consumer loyalty. In essence, as the global travel landscape evolves, home stays in China offer a blend of authenticity, comfort, and cultural immersion, driving their growing popularity. Understanding these nuanced factors is vital for operators and policymakers alike to ensure the continued success of this sector in the Chinese tourism industry.