Rural Homestay Experiencescape: Scale Development and Its Emotional and Cognitive Paths to Guest Engagement Behavior

Abstract

This study uses a mixed research approach based on the stimulus–organism–response framework to explore the experiencescape of rural homestays and its emotional and cognitive pathways to guest engagement behaviour (GEB) while investigating the mediating roles of guest feelings, guest judgments, and place attachment. The results reveal that six dimensions of the rural homestay experiencescape were identified: sensory, functional, social, natural, cultural, and hospitality culture components, which predicted guest feelings, judgments, and place attachment. Guest feelings and judgments positively impacted place attachment, and all three factors positively influenced GEB. Additionally, guest feelings and place attachment mediated the relationship between the rural homestay experiencescape and GEB. This study carries both theoretical and practical implications.