The Effect of Servicescape on eWOM Intention for Sustainable Community-Based Tourism Development: A Case Study of Homestay in Thailandhe Effect of Servicescape on eWOM Intention for Sustainable Community-Based Tourism Development: A Case Study of Homestay in Thailand
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Homestay tourism is an appealing form of tourism today and will likely continue to grow in popularity since it delivers experiences that tourists cannot have in everyday living. It is still required to research the aspects that influence customer behavior. It is critical, especially in the hospitality and tourism industries, to find what attracts clients' attention and generates a psychological and emotional experience that will impress and affect behavior. Accordingly, the purpose of this study is to uncover the aspects of servicescape's influence on customers' behavioral intentions in Thai homestay enterprises using the Mehrabian-Russell Model (M-R model). The 535 data points were gathered from Thai consumers who visited homestay services in Thailand. Structured equation modeling (SEM) was used to examine the proposed model. According to the findings, social and cultural attractiveness is the most crucial servicescape dimension. It influences client experiences and, in turn, indirectly influences customer satisfaction and electronic word-of-mouth (eWOM) intention, followed by space and function, and aesthetic appeal. The findings highlight the importance of all three dimensions of servicescape when investing in the development or improvement of the homestay business. They can provide clients with positive experiences that lead to contentment and a desire to share positive experiences via online media, which supports sustainable community-based tourism growth.
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