FACTORS AFFECTING THE INTENTION TO CHOOSE A HOMESTAY AS A TRAVEL ACCOMMODATION OF HO CHI MINH CITY RESIDENTS

Abstract

The topic "Factors affecting the intention to choose homestay as a place to stay when traveling in Ho Chi Minh City" aims to help the owners of homestay establishments have an overview of the factors affecting their intention to stay. When deciding to choose a homestay as a place to stay when tourists travel, the author proposes administrative implications so that homestay owners can refer to and improve their homestay services. Based on research theories, domestic and foreign research models, qualitative research through interviews with 10 tourists who have used homestays to test the relevance of the scales for tourists. in Hochiminh City. Preliminary quantitative study with 50 valid observations to assess the reliability of the scale. With the official sample of 233 observations, the multivariable linear regression model was used to test the research hypothesis. Research results show that advertising has the greatest impact on the intention to choose a homestay of tourists, followed by economics, motivation, tangible means, and attitude. Some managerial implications are proposed to help homestay owners better understand the psychology and intentions of tourists to meet their needs and desires to choose homestay as a place to stay when traveling, as well as implications for governance policies to ensure safety, hygiene, security and order, creating favorable conditions for homestay activities to develop.