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

Authors: Shyam Sundar Kapri; Anuj; Ajay Sharma

Addresses: School of Management, Graphic Era Hill University, Dehradun, India ' School of Management, Graphic Era Hill University, Dehradun, India ' School of Management, Graphic Era Hill University, Dehradun, India

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.

DOI: 10.1504/IJMP.2024.142045

International Journal of Management Practice, 2024 Vol.17 No.6, pp.735 - 752

Accepted: 20 Nov 2023
Published online: 07 Oct 2024 *

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