Buying behaviour and the mediating effect of travel intention for homestay tourism. An empirical study in Uttarakhand

Shyam Sundar Kapri, Anuj and Ajay Sharma

International Journal of Management Practice, 2024, vol. 17, issue 6, 735-752

Abstract: The purpose of this empirical study is to investigate the relationship between factors influencing the intention of homestay tourism and the buying behaviour of visitors. Located in India's Northern State of Uttarakhand, this research is being placed. Many homestay operators struggled to keep their businesses afloat because of a dearth of tourists. Social media marketing, eWOM, and safety trust in the destination are all examined in this study to see whether they have an impact on travel intention for homestay tourism. This study used structural equation modelling to test the hypothesis using AMOS v21. The findings depict that all independent constructs significantly influence intention for homestay tourism which affects tourists buying behaviour. The findings of this study will be helpful for researchers, tourists, government, and related agencies for sustainability in the tourism industry.

Keywords: social media marketing; SMM; electronic word of mouth; eWOM; safety trust on destination; STD; intention for homestay tourism; IHT; buying behaviour. (search for similar items in EconPapers)
Date: 2024
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