Tourism Research.
2023, 15(6):
14-27.
In view of that the research on the service quality of homestays mostly focuses on the
construction system and influencing factors, and the lack of in - depth understanding of the service
attributes of homestays, this paper makes an empirical analysis of the service attributes of homestays by
penalty - reward contrast analysis on the base of three - factor theory. The results show that: based on
exploratory factor analysis, the service attributes of homestays include nine factors, that is, service,
experience, rooms, tours, catering, infrastructure, auxiliary facilities, building decoration features,
and surrounding environment. By linear regression analysis, these nine factors have a statistically
significant impact on overall customer satisfaction of homestay. By penalty - reward contrast analysis,
rooms, tours, catering, and infrastructure are classified as basic factors of service attributes in
homestays, experience and architectural decoration features consist of performance factors, while
exciting factors include services, auxiliary settings, and surrounding environment. Targeted market
strategies are developed based on symmetric and asymmetric impacts of service attributes in homestays
to achieve targeted satisfaction of market demand from different angles.