Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)

Abstract

Role of the Community and Cultural Landscape, Environmental Preservation and Economic Rewards in Home-Stay Choice

Author(s): Shyam Sundar Kapri, Ajay Sharma and Monika Bangari

Rural home-stay provides affordable and clean accommodation facilities and opportunity to explore the community, culture and local environment. The objective of this research paper is to investigate the role of Community and Cultural Landscape (CCL), Economic Rewards (ER), and Environmental Preservation (EP) in tourist’s Home-stay Choice (HC). Primary data was collected from 193 respondents by using a structured questionnaire. Collected data were analysed using SPSS Statistics 20 and AMOS 21, Structural Equation Modelling (SEM) is used to examine the model fit and hypothesis testing. Research results show a significant association between community & cultural landscape and home-stay choice, and also a significant association between environmental preservation and home-stay choice.

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