Regret and Satisfaction Influencing Attitude and Intention in Using Homestay Terminology: The Structural Approach

Abstract

Misusing of homestay terminology by private lodging entrepreneurs poses a threat to homestay industry in Malaysia. This unethical behavior by private lodging entrepreneurs has caused misunderstanding on the use of homestay terminology among tourists and also public in general. Using a 132 sample of private lodging entrepreneurs in Terengganu and with SEM (Structural Equation Modeling) analysis method, this study examined the relationship among the constructs of regret, satisfaction, attitude and intention of private lodging entrepreneurs on the use of homestay terminology in Terengganu, Malaysia. The SEM results showed that all three hypotheses were supported. The results show that private lodging entrepreneurs were very much unregretful with their action and there was a feeling of satisfaction on the use of homestay terminology. This paper concludes a discussion on the findings and recommendations to curb this unethical behavior.