Tourist perceived value in a community-based homestay visit: an investigation into the functional and experiential aspect of value

• Main Authors: Nik Maheran Nik Muhammad, Salamiah A. Jamal, Nor' Ain Othman
• Format: Non-Indexed Article
• Published: SAGE Journal 2011
• Online Access: http://discol.umk.edu.my/id/eprint/7776/

This study analyses the dimensionality of tourist perceived value in a context that is rarely studied, community-based homestay tourism. A survey of 353 tourists to homestay villages was used to examine both functional and experiential aspects of perceived value, and structural equation models were used to verify the validity and reliability of the scales. Tourist perceived value was tested and illustrated through a parsimonious construct with five dimensions: (i) functional value (establishment); (ii) functional value (price); (iii) experiential value (host-guest interaction); (iv) experiential value (activity, culture and knowledge); and (v) emotional value. These dimensions were measured by 20 significant items. The results indicate that functional, emotional and experiential factors are important determinants of the perceived value of community-based homestay tourism. It is therefore recommended that host providers, marketers and governments should pay attention to the order of importance of these value dimensions to increase overall tourist value as well as to better develop the positioning strategies and promotion of this tourism niche.