Title: Understanding consumer homestay booking intention via OTA platforms: the interplay of brand reputation, electronic word-of-mouth, and hedonic values

Authors: Hardaman Singh Bhinder

Addresses: Department of Tourism, Hospitality and Hotel Management, Punjabi University Patiala, Punjab India

Abstract: The purpose of the present research is to investigate the impact of OTA's brand reputation and eWOM on the homestay booking intention. The article also explores the mediating role of hedonic value in both relations and serial mediation of eWOM and hedonic value between OTA's brand reputation and users' booking intention. Data has been collected from 396 respondents who have previously booked homestay accommodations via OTA platforms from selected places in Northern India. The present research used a descriptive research design and a purposive sampling method to collect the data from the participants. SPSS, version 23, and AMOS 21 were used to analyse the proposed model and test the hypotheses. The results revealed a positive and significant mediating effect of hedonic value in the relationship between eWOM and booking intention, as well as in the serial mediation from brand reputation to booking intention, which succeeded eWOM.

Keywords: booking intention; consumer behaviour; electronic word-of-mouth; eWOM; homestay; hedonic values; reputation.

DOI: 10.1504/IJLTM.2025.153885

International Journal of Leisure and Tourism Marketing, 2025 Vol.8 No.4, pp.286 - 309

Received: 23 Aug 2025
Accepted: 28 Oct 2025
Published online: 29 May 2026 *

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