FACTORS AFFECTING LOCAL ENGAGEMENT IN HOMESTAYS IN THE EASTERN MEKONG DELTA REGION

Tóm tắt

This study examines the factors influencing local community engagement in homestay tourism within the Eastern Mekong Delta region, comprising Tien Giang, Vinh Long, and Ben Tre provinces. Drawing on Community Participation Theory, Trust Theory, and Expectancy Theory, the research identifies four key factors: local government support, economic benefits, trust, and individual perception. Employing a mixed-methods approach, the study collected and analyzed 315 valid responses from residents and homestay workers using SmartPLS 4.1.0.0. The measurement model demonstrates strong reliability, convergent validity, and discriminant validity. Structural equation modeling results reveal that all four factors exert statistically significant and positive influences on community participation in homestay tourism, with economic benefits being the most influential driver. The findings provide empirical insights into community motivations and offer practical managerial implications, including enhancing income-generating opportunities, fostering trust, raising awareness, and improving governance frameworks. These strategies are crucial for promoting sustainable homestay development and improving local livelihoods in the Eastern Mekong Delta