EN中文

Journal of Resources and Ecology >

2025 , Vol. 16 >Issue 3: 907 - 918

DOI: https://doi.org/10.5814/j.issn.1674-764x.2025.03.026

Ecotourism

Evaluation of Satisfaction with Rural Homestays among Urban Young Tourists: A Case Study of Beijing

  • ZHANG Xu , *
Expand
  • School of Tourism Sciences, Beijing International Studies University, Beijing 100024, China
* ZHANG Xu,

Received date: 2024-10-08

  Accepted date: 2024-12-28

  Online published: 2025-05-28

Supported by

National Natural Science Foundation of China(42471284)

National Natural Science Foundation of China(42071199)

Beijing Social Science Foundation of China(22GLB036)

Fold

Abstract

Rural homestays are a vital component of rural tourism development. With the deep implementation of the rural revitalization strategy, rural homestays have increasingly become a focal point for young urban tourists. Based on the Stimulus-Organism-Response (S-O-R) model, this study systematically explores the impacts of the brand experience, information quality, and tourism atmosphere of rural homestays on the emotions and satisfaction of young urban tourists through an empirical analysis. The data for the study came from a questionnaire survey of various rural lodgings in the city of Beijing, resulting in 428 valid samples. Using Structural Equation Modeling (SEM), this study revealed that brand experience, information quality, and tourism atmosphere are external stimuli that significantly influence tourist emotions. Specifically, these three factors both enhance positive emotions and reduce or alleviate negative emotions. Furthermore, the positive emotions have a significant positive effect on tourist satisfaction, while negative emotions have a significant negative impact. Specific recommendations for rural homestay operations based on these findings are given. These recommendations will not only help to improve the market competitiveness of rural homestays but also provide valuable theoretical and practical insights for the sustainable development of rural tourism.

Key words： rural homestays; tourist satisfaction; urban youth; rural revitalization; sustainable development

Cite this article

ZHANG Xu . Evaluation of Satisfaction with Rural Homestays among Urban Young Tourists: A Case Study of Beijing[J]. Journal of Resources and Ecology, 2025 , 16(3) : 907 -918 . DOI: 10.5814/j.issn.1674-764x.2025.03.026

1 Introduction

With the advancement of the national rural revitalization strategy, rural tourism has witnessed significant development, and rural homestays, which are an emerging form of accommodation, have increasingly gained popularity among urban youth (Wu and Li, 2019). The government of China explicitly emphasized the need to revitalize rural culture by preserving and promoting rural cultural heritage and cultivating distinctive cultural industries with market competitiveness. Rural homestays offer new opportunities for urban-rural integration by showcasing local cultural features and lifestyles, so they can be a key means for fostering rural cultural revival. Their development is not only an important measure for realizing rural revitalization but also a practical application of the “Two Mountains Theory” in ecological conservation areas, which will drive green development. By integrating local natural and cultural resources, rural homestays provide tourists with unique cultural experiences, thereby promoting high-quality rural tourism development. The growth of rural homestays not only meets the diverse demands of urban youth but also contributes to the preservation and transmission of rural culture.
Current research on rural homestays has reached consensus in some areas, although scholars still offer various interpretations of the concept based on their research backgrounds and subjects. Sánchez-Martín et al. (2024) highlighted the role of agricultural landscapes and related activities in promoting rural tourism, and viewed rural homestays as not merely accommodation but also as tourism products that integrate local culture and natural resources. From a sustainability perspective, Deb et al. (2023) argued that the environment and management of rural homestays can significantly enhance the overall happiness and satisfaction of tourists. However, most existing research focuses on the functions and management models of homestays, with limited attention to actual customer experiences and needs. As a result, the practical application of categorization in assessing customer satisfaction has not been fully explored.
To promote the transformation and upgrading of rural guesthouses and explore the pathway by which rural homestays can contribute to the high-quality development of rural economies, the government has actively promoted rural tourism by improving rural infrastructure and encouraging the integration of rural industries, while vigorously supporting the development of rural homestays (Wang and Xu, 2020). Officially enacted in 2017, the Beijing Tourism Regulations clarified the concept of homestays and confirmed the legality of operating lodging businesses in residential properties, thus providing a legal foundation for the development of the homestay industry and promoting the standardization of the tourism accommodation market. Beijing issued the Pilot Scheme for Promoting the Construction of Boutique Hotels in the Suburbs of Beijing in 2019, with the aim of integrating natural and cultural resources to enhance tourism service quality and achieve the goals of rural revitalization and regional economic development. The Guidelines for Promoting the Development of Rural Homestays published in 2020 identified rural homestays as an important measure for rural revitalization and the construction of beautiful villages. Beijing has actively encouraged and supported the development of rural homestays, with some combining local agricultural and handicraft resources to create unique tourism experiences that further enhance their appeal and market competitiveness.
As the political, cultural, and international exchange hub of the nation with abundant natural and cultural resources, Beijing has rapidly developed numerous rural homestays, which have been particularly popular among urban young tourists. Although policy support has driven the rapid growth of rural homestays, they still face many challenges in practice, such as ageing infrastructure, inconsistent service quality, and varying levels of management (Wang and Xu, 2020). Therefore, an in-depth study of urban young tourist satisfaction with rural homestays and the factors that influence it can not only help homestay operators improve service standards but also provide a reference for guiding government departments in the development of more targeted policies, thereby promoting the high-quality development of rural tourism.
Based on these issues, this study uses empirical analysis to systematically explore the impacts of the brand experience, information quality, and tourism atmosphere of rural homestays on the emotions and satisfaction of urban young tourists. The goals are to facilitate the successful implementation of the rural revitalization strategy and promote the sustainable development of the rural economy.

2 Research methods and data sources

2.1 Study area

As of 2024, there are currently 252 hometown lodgings in Beijing. Thanks to the abundant natural resources, unique cultural background, government support, and implementation of the rural revitalization strategy, rural homestays have seen rapid development in recent years. With their exceptional natural landscapes and fresh air, suburban and mountainous areas such as Huairou, Miyun, and Yanqing have become ideal destinations for urban residents seeking short-term leisure vacations.
Rural homestays are divided into three main types: ordinary farmhouses, distinctive farmhouses, and boutique homestays (Luan, 2021). Ordinary farmhouses are often located in areas with convenient transportation or near tourist attractions, and they tend to have few rooms and simple facilities. They primarily cater to individual travelers and offer lower prices. Distinctive farmhouses focus on personalized décor and basic services, providing small entertainment facilities at moderate prices. They attract customers through word-of-mouth and recommendations. Boutique homestays, on the other hand, capitalize on beautiful natural environments and offer high-quality facilities and services at higher prices, emphasizing customer experience and brand building. These homestays mainly attract customers through online travel platforms (OTAs) and positive reviews. Together, these three types of homestays form an essential part of Beijing’s rural tourism sector, catering to the needs of various levels of tourists.

2.2 Research method

This study employed the Stimulus-Organism-Response (S-O-R) model to conduct an empirical analysis exploring the impacts of the brand experience, information quality, and tourism atmosphere of rural homestays on tourist emotions and satisfaction. Data were collected through a questionnaire survey with variables designed to cover key dimensions, such as brand experience, positive and negative emotions, and information quality. Data processing and structural equation modelling were performed using SPSS 27.0 and SPSSPRO to evaluate the hypothesized relationships and quantify the influences among the variables.

2.2.1 Theoretical foundation

The concept of customer satisfaction was first introduced by Cardozo (1965) and has since become a central topic in tourism and service industry research (Sánchez-Martín et al. 2024). Domestic scholars such as Li (2020) and Li (2021) have explored the connotation of customer satisfaction in depth, arguing that it not only includes post-purchase psychological feelings but also encompasses subjective evaluations of the entire consumption process. Regarding the factors influencing satisfaction, scholars unanimously agree that the customers’ psychological needs and actual experiences have significant impacts on satisfaction (Wang, 2018; Deng, 2021).
Most studies on homestay customer satisfaction adopt quantitative analysis methods. For example, Sang et al. (2018) used IPA theory to evaluate homestay satisfaction in Enshi, Hubei, while Liu et al. (2017) applied grounded theory to quantify homestay satisfaction in Qingdao. These studies provide empirical data to support satisfaction evaluations, but most of the samples were limited to specific regions, so they fail to offer broader theoretical guidance. Furthermore, such research often emphasizes a single dimension of satisfaction, overlooking factors such as the customers’ perceptions of cultural experiences and social interactions, which limits the applicability of the conclusions.
Existing research on the role of homestay operators in enhancing customer satisfaction mainly focuses on the impacts of the operator’s personality, management level, and cultural awareness. For example, Tang (2015) found that a positive operator personality can effectively enhance customer social experiences and satisfaction, while Tang (2019) pointed out that many homestay operators in Yantai, Shandong, were non-agricultural residents, and their part-time nature affected the professionalism and service levels of the homestays. Studies have shown that the quality of service provided by operators is directly related to customer satisfaction, which partially explains why satisfaction levels are lower in certain areas (Pi, 2019). However, the current research primarily focuses on the positive impact of operators on customer satisfaction and seldom addresses how operators respond to diverse customer needs or the paths for improving service quality. In addition, the issue of combining the operator’s cultural awareness with the localization of homestays has not been thoroughly explored.
Regarding the development of rural homestays, scholars generally focus on issues such as the lag in legal regulations, management problems, and market norms (Wen, 2015; Luan, 2021). For instance, Huang et al. (2016) pointed out that the legalization of rural homestays urgently needs to be addressed, primarily due to the small scale of operations and the low qualifications of many operators. Some studies have also proposed solutions to these problems, such as strengthening government oversight and resource integration (Sun and Ke, 2016; Luo, 2019). While these studies explore the bottlenecks in rural homestay development from a policy perspective, they lack in-depth empirical research on the implementation level, particularly in relation to customer satisfaction. This gap weakens the connection between theory and practice, making it difficult to effectively promote the comprehensive development of rural homestays.

2.2.2 Model construction

The model in this study was constructed based on the Stimulus-Organism-Response (S-O-R) theoretical framework by incorporating previous research on brand experience, information quality, and tourism atmosphere. The S-O-R theory proposed by psychologist Woodworth is a classic behavioral model (Wen L M, et al, 2017). This theory suggests that external stimuli (Stimulus) influence an individual’s internal psychological processes or state (Organism), which in turn elicits specific behavioral responses (Response). In the S-O-R model, “stimulus” refers to the external information or environmental factors received by the individual, “organism” represents the individual’s psychological state or emotional response, and “response” is the individual’s behavioral reaction to the stimulus. Compared to the traditional Stimulus-Response (S-R) model, the S-O-R model emphasizes the mediating role of the individual’s internal psychological processes between the stimulus and the response, highlighting the subjectivity and agency of the individual. This theory has been widely applied in consumer behavior, marketing, and psychology, and it can be used to understand how the psychology and behavior of the individual change when confronted with external stimuli (Figure 1).
Figure 1 Model construction
In the theoretical model constructed in this study, the external stimulus factors include brand experience, information quality, and tourism atmosphere. Brand experience refers to the sensory and emotional experiences generated by visitors through their perception of the services, environment, and overall image of rural homestays (Chen and Xu, 2021; Huang, 2021). This factor is considered one of the key external influences on the visitor’s emotions.
Information quality refers to the accuracy, reliability, and richness of the information obtained by visitors through various channels (such as official websites, social media, user reviews, and other sources) when encountering rural homestays (Cui and Jiang, 2023). The quality of information plays a crucial role in the visitor’s decision-making processes and emotional responses. The introduction of this factor is based on research from Kong (2021). The tourism atmosphere refers to the overall experience of visitors in rural homestays, including the comfort of the natural environment, the harmony of the cultural atmosphere, and the rationality of the facility layout. This factor aims to assess the potential impact of the tourism environment on visitor emotions (Liu and Zhang, 2023).
In the “Organism” response section, this study focuses on the emotional reactions of the visitor, and categorized them into positive emotions (such as pleasure or relaxation) and negative emotions (such as disappointment or dissatisfaction). Drawing from the research of Sun et al. (2020) and Xing et al. (2023), emotions are the direct mechanism through which stimulus factors influence visitor behavior. Visitors experience different emotional responses depending on the brand experience, information quality, and tourism atmosphere they encounter. These emotional responses, in turn, affect their overall evaluation of and subsequent behavior toward the rural homestays.
In the “Response” section, this study primarily investigates the impact of emotions on visitor satisfaction. Visitor satisfaction is not only an evaluation of the physical aspects of homestays, such as facilities and services, but also a comprehensive assessment of their emotional experiences. Referring to the satisfaction model developed by Dai et al. (2023), this study aimed to analyze the path through which the emotional responses of visitors influence their overall satisfaction to reveal the mediating role emotions play in the formation of visitor satisfaction. Through the construction and validation of the structural equation model (SEM), this study sought to uncover how brand experience, information quality, and tourism atmosphere in rural homestays influence visitor satisfaction by affecting their emotional responses. The scalar design of the questionnaire is shown in Table 1.
Table 1 Variable design
Variable Dimension Sub-dimensions Item Literature sources
Stimulation Brand
experience		 Intellectual
experience		 1. When I lived in this village, I thought about it a great deal Chen and Xu, 2021
2. The homestay village did not make me think
3. The homestay village sparked my curiosity and emotional experience
Emotional
experience		 4. The homestay village’s sojourn service was friendly and welcoming
5. The homestay village felt like home
6. The homestay village made me feel relaxed and at ease
Behavioral
experience		 7. When I lived in this village, I was engaged in sports activities
8. The homestay village gave me a physical experience
9. The homestay village was behavioral and activity-oriented
Escape from
experience		 10. This trip allowed me to get away from the worries of life and the stress of work Cui and Jiang, 2023
11. This experience made me feel relaxed and peaceful
12. This experience made me feel like I had entered another world
Information
quality		 Informativeness 13. Plenty of information about the B&B is posted on social media platforms Kong, 2021
Accessibility 14. I can use social media platforms to post rural tourism information anytime and anywhere
15. I feel that the social media platforms that post rural tourism information are easy to use
16. I think finding social media platforms that post information about rural tourism is easy
Reliability
of source		 17. Social media platforms that publish information about rural tourism are trustworthy
Touristy
atmosphere		 18. The B&B reflects the local cultural characteristics Liu and Zhang, 2023
19. The B&B uses modern technology to reproduce historical scenes that present characteristic culture
20. The B&B explains the authenticity of the history and culture of the character
Body Positive
emotions		 Local identity 21. The B&B attaches great importance to ecological and environmental protection, and I very much agree Sun et al., 2020
22. It has a special meaning for me
23. The tranquil and peaceful atmosphere made me feel calm and relaxed
24. The iconic facilities and services are unforgettable and often come to mind
Negative
emotions		 Physically crowded 25. Visual density: In the B&B, I felt that there were a lot of tourists around, Xing et al., 2023
26. Space constraints: In the B&B, I felt that the activity space was limited
27. Difficulty moving: Inside the guesthouse, I found it difficult to move between tourists
28. Traffic jams: I encountered a lot of traffic jams at the B&B
Waiting time: I spent a lot of time waiting in line at the B&B
Reaction Satisfaction 29. Price Dai et al., 2023
30. Service
31. Hygiene
32. Network environment

2.3 Data collection

Data collection involved administering questionnaires across multiple rural homestays in Beijing, yielding 428 valid samples from young tourists with recent homestay experiences. This targeted sampling ensured representative feedback on critical dimensions including brand experience, information quality, tourism atmosphere, and satisfaction, aligning with the study's objective to elucidate urban youth evaluations of rural accommodation services.
A total of 428 valid questionnaires were collected (95.1% response rate). Reliability and validity analyses confirmed the robustness of the data. All variables exhibited strong internal consistency (Cronbach’s α>0.8, Table 2), indicating that measurement items reliably captured young tourists' perceptions of rural homestays. The validity test yielded a KMO value of 0.946 (Table 3), significantly exceeding the 0.7 threshold, thus validating the dataset's suitability for factor analysis.
Table 2 Reliability analysis
Dimension Cronbach’s α
coefficient		 Number
of items		 Number
of samples
Brand experience 0.921 12 428
Information quality 0.895 5 428
Touristy atmosphere 0.813 3 428
Positive emotions 0.898 4 428
Negative emotions 0.911 5 428
Satisfaction 0.86 4 428
Table 3 Validity analysis
KMO test and Bartlett test
KMO value 0.946
Bartlett Sphericity test Approximate chi-square 8640.768
df 496
P <0.001***
Note: *** indicates the significance levels of 1%,.

3 Results and analysis

3.1 Sample descriptive statistics

The sample exhibited balanced gender representation (49.5% male, 50.5% female), with respondents predominantly aged 19-24 (76.2%). Educational attainment was notably high, as 84.6% held college degrees or higher. Occupationally, office workers constituted the majority (52.6%), followed by students (19.2%) and freelancers (17.3%). Income distribution peaked at 7001-9000 yuan/month (27.6%), reflecting a leisure-capable demographic. Geographically, respondents were concentrated in Shijingshan, Dongcheng, and Xicheng districts. These demographic profiles (Table 4) contextualize subsequent analyses of rural homestay perceptions across diverse urban youth subgroups.
Table 4 Descriptive statistics of the sample
Characteristic Category Percentage (%)
Gender Male 49.5
Female 50.5
Age (yr) 15-18 8.2
19-21 38.1
22-24 38.1
25-30 15.7
Academic
qualifications		 Junior high school and below 1.6
High school/technical secondary school 13.8
College 40.9
Bachelor’s degree or above 43.7
Profession Student 19.2
Office worker 52.6
Freelancing 17.3
Other 11
Monthly
disposable
income (yuan)		 3000 or less 24.1
3001-5000 9.3
5001-7000 20.1
7001-9000 27.6
More than 9000 18.9
Current
residence
in Beijing		 Chaoyang District 8.2
Haidian District 8.2
Dongcheng District 9.3
Xicheng District 9.8
Tongzhou District 4.9
Shijingshan District 13.3
Fengtai District 6.3
Changping District 5.1
Miyun District 6.5
Pinggu District 4.9
Mentougou District 4.9
Fangshan District 8.4
Yanqing District 4.9
Shunyi District 5.1

3.2 Overall rating of country house satisfaction

The survey revealed predominantly positive evaluations of rural homestays among urban youth, with over 70% expressing satisfaction. Notably, boutique homestays exhibited the highest satisfaction levels, attributable to superior service quality and distinctive natural experiences. Conversely, ordinary farmhouses underperformed due to inadequate facilities and inconsistent service standards, reflecting heightened tourist expectations for infrastructure and experiential consistency.

3.3 Analysis of factors influencing country house satisfaction

According to the results of the model fitting index (Table 5), the model constructed in this study had a good fit. Specifically, the chi-square ratio of degrees of freedom (χ²/df) was 1.626, which was less than 3, while the GFI (goodness of fit index) was 0.917, CFI (comparative fit index) was 0.966, NFI (canonical fit index) was 0.917, and NNFI (non-canonical fit index) was 0.963, all of which were greater than 0.9, indicating that the model had a good fit. In addition, the RMSEA (root mean square error approximate) was 0.038, which was less than 0.10, and RMR (residual root mean square error) was 0.046, which was less than 0.05, which further verified the good adaptability of the model.
Table 5 Model fitting index
Fit Indices χ² df P Chi-square degrees of freedom ratio GFI RMSEA RMR CFI NFI NNFI
Standard value - - >0.05 <3 >0.9 <0.10 <0.05 >0.9 >0.9 >0.9
Output 736.717 453 0.000*** 1.626 0.917 0.038 0.046 0.966 0.917 0.963

Note: *** indicates the significance levels of 1%.

According to the results of the model regression coefficients (Table 6, Figure 2), the influence of each latent variable on the dominant variable reached a significant level. The effects of brand experience, information quality, and tourism atmosphere on positive sentiment were 0.102, 0.346, and 0.441, respectively, which were all positive and significant (P<0.05). The effects of brand experience, information quality, and tourism atmosphere on negative emotions were -0.18, -0.192 and -0.461, respectively, which were all negative and significant effects (P<0.01), indicating that these factors could effectively reduce the negative emotions of tourists, and the impact of tourism atmosphere was the most significant. The effects of positive and negative emotions on satisfaction were also highly significant, indicating that an increase in positive emotions and/or a decrease in negative emotions would significantly improve the satisfaction of tourists.
Table 6 Regression coefficients of the model
Factor → Analysis item (explicit variable) Non-normalized coefficient Normalization factor Standard error Z P-value
Brand experience → Positive emotions 0.141 0.102 0.063 2.218 0.027**
Information quality → Positive emotions 0.372 0.346 0.056 6.628 0.000***
Touristy atmosphere → Positive emotions 0.49 0.441 0.062 7.907 0.000***
Brand experience → Negative emotions -0.215 -0.18 0.059 -3.67 0.000***
Information quality → Negative emotions -0.179 -0.192 0.049 -3.628 0.000***
Touristy atmosphere → Negative emotions -0.445 -0.461 0.058 -7.741 0.000***
Positive emotions → Satisfaction 0.371 0.417 0.042 8.748 0.000***
Negative emotions → Satisfaction -0.533 -0.522 0.052 -10.157 0.000***

Note: ***, **, and * indicate the significance levels of 1%, 5%, and 10%, respectively.

Figure 2 Structural equation model pathway diagram

Note: Serial numbers 1-32 in Figure 2 correspond to serial numbers 1-32 in Table 1, respectively.

3.3.1 Impact of brand experience

As a key factor influencing tourist sentiment, brand experience shows a significant influence in this study. According to the model regression coefficient, the standardized path coefficient of brand experience on positive sentiment was 0.102, and the significance level was P = 0.027, indicating that brand experience had a significant impact on tourist sentiment as an important external stimulus in this study. Brand experience includes sensory experience, emotional experience, and behavioral experience, all of which can effectively enhance the positive emotions of tourists, which in turn has a positive impact on overall satisfaction. The empirical analysis indicated that good brand experience can significantly enhance the tourists’ sense of emotional connection with the B&B, so that tourists can feel the unique cultural atmosphere and high-quality service when they check-in.
On the other hand, the results of the questionnaire showed that the inhibitory effect of brand experience on negative emotions was more significant, with a standardized path coefficient of -0.18 and a significance level of P< 0.001, indicating that a good brand experience can effectively reduce the negative emotions of tourists while avoiding the negative emotions caused by an unsatisfactory accommodation environment or service quality. The uniqueness of the brand experience is an important selling point of the country house in attracting young urban tourists, such as the organic combination of natural scenery and modern facilities, and this unique experience will make tourists feel a greater contrast with city life, and thereby alleviate negative emotions. Therefore, when building the brand, the country house should pay attention to the incorporation of cultural connotations and the improvement of service standards to ensure that tourists can have a unique experience and emotional satisfaction during their stay.

3.3.2 Impact of information quality

Information quality plays an important role in the improvement of tourist satisfaction and has significant impacts on both positive and negative emotions. According to the model regression results, the standardized path coefficient of information quality on positive sentiment was 0.346, and the significance level was P<0.001. This means that when guests receive accurate and detailed information through various channels (e.g., OTAs, social media, and others), they are more likely to have positive expectations for the homestay and are therefore more likely to have positive emotions during their stay. This study found that homestays with high information quality can not only effectively enhance the trust of tourists, but also reduce their uncertainty and concerns about accommodation conditions before check-in.
The inhibitory effect of information quality on negative emotions cannot be ignored, as its normalized path coefficient was -0.192 and the significance level was P<0.001. When tourists encounter inaccurate or untrue information in the process of obtaining information (such as when the actual experience does not match the online promotion), this can easily trigger negative emotions such as disappointment or dissatisfaction. Therefore, transparent price information, genuine user reviews, and detailed facility descriptions can help tourists build reasonable expectations in advance and avoid the disappointment caused by information asymmetry.

3.3.3 Influence of tourism atmosphere

The tourism atmosphere was the most significant factor affecting the mood and satisfaction of tourists in this study. According to the model regression results, the standardized path coefficient of tourism atmosphere on positive sentiment was 0.441, and the significance level was P<0.001, which was the highest coefficient among all positive sentiment factors. This shows that a good tourism atmosphere can greatly enhance the pleasure and comfort of tourists. The natural environment, rustic atmosphere, and tranquil atmosphere of the country house, as well as the unique cultural experiences of the local area, are important factors motivating urban youth tourists to choose country houses. Together, these factors create a relaxing and pleasant environment that can greatly enhance positive emotions in the visitors.
The inhibitory effect of the tourism atmosphere on negative emotions was also very significant, with a standardized path coefficient of -0.461 and a significance level of P< 0.001. This indicates that when the homestay environment is poor, the service is not in place, or the facilities are outdated, these factors can easily trigger the negative emotions of tourists. Some B&Bs are located in areas that are too noisy or unhygienic, which can directly affect the overall experience of tourists and produce strong negative emotions. The influence of the tourism atmosphere on tourist emotions is significant and extensive, so it is the core factor for improving tourist satisfaction. Therefore, the operators of rural B&Bs can optimize the tourism atmosphere of their B&Bs through environmental transformation, cultural implantation, and facility improvement, to enhance the positive emotions of tourists and reduce negative emotions.

4 Discussion and conclusions

4.1 Discussion

Based on the Stimulus-Organism-Response (S-O-R) model, this study explored the effects of brand experience, information quality, and tourism atmosphere on the mood and satisfaction of tourists. The results show that brand experience, information quality, and tourism atmosphere all significantly affect the positive and negative emotions of tourists, and those emotions further affect the overall satisfaction of tourists.
This study aligns with prior findings (Zhang et al., 2024; Chen and Sun, 2024) but further highlights the mediating role of emotions in satisfaction formation. Specifically, qualitative data, such as in-depth interviews or case studies, could offer deeper insights into how brand experience and information quality influence tourist satisfaction in a more nuanced way.
Chen and Sun (2024) explored the perceived value among country house visitors based on online reviews, and showed that transparency and reliability of information are key to enhancing the tourists' perceived value. This aligns with the conclusions of this study, which found that information quality significantly impacts the mood and satisfaction of tourists. Future research could verify these findings by examining the content of online reviews more qualitatively, which would offer richer insights into how tourists perceive and react to different types of information.
Qiu et al. (2024) evaluated the accommodation quality of rural houses in China, and found a strong correlation between accommodation conditions and customer satisfaction. This study builds on that by further emphasizing the roles of brand experience and tourism atmosphere in enhancing the mood and satisfaction of tourists. While accommodation quality remains crucial, incorporating a qualitative analysis of tourist emotional responses to the atmosphere and brand could provide a deeper understanding of these relationships.
Peng et al. (2024) examined the development mechanism of tourist environmental behavior from the sensory landscape perspective. This study extends their work by highlighting the emotional and sensory aspects of the brand experience. However, to further strengthen these findings, future research could explore the relationship between the sensory experiences and emotional behaviors of tourists through qualitative methods, which would help to elucidate the dynamics of brand experience in a more complex way.
Finally, this study aligns with prior findings on social networks and quality management in B&B operations (Wang et al., 2024), corroborating the positive role of tourism atmosphere and social interaction in shaping tourist emotions. To further validate these dynamics, future research could employ qualitative interviews to dissect how social factors drive satisfaction and loyalty. While existing literature predominantly emphasizes direct external impacts on satisfaction, this work advances the theoretical framework by integrating the S-O-R model to elucidate emotion-mediated pathways. Specifically, it proposes a mechanism linking brand experience, information quality, and tourism atmosphere to emotional responses, offering actionable strategies for rural homestay operators to enhance satisfaction through optimized branding and information dissemination.

4.2 Conclusions

In this study, we found that the impacts of brand experience, information quality, and tourism atmosphere on the emotions and satisfaction of tourists are not only direct but also involve multi-level mechanisms. First, brand experience affects tourist emotional responses through sensory, emotional, and behavioral dimensions. Specifically, sensory experiences (such as visual and olfactory stimuli) and emotional experiences (such as brand stories and cultural ambiance) can evoke positive emotions in tourists, enhancing their emotional attachment to the homestay and thereby increasing satisfaction (Peng et al., 2024). Second, information quality regulates the gap between the expectations and actual experiences of tourists by enhancing their trust in the homestay services, thus reducing negative emotions caused by information asymmetry. The transparency, accuracy, and timeliness of information are key factors influencing tourist emotions (Chen and Sun, 2024). The tourism atmosphere, on the other hand, shapes an immersive environment that stimulates social interaction and a sense of belonging, further enhancing tourist satisfaction. Especially in rural homestays, the creation of atmosphere not only affects the psychological feelings of tourists but also directly influences their behaviors, such as increasing social interactions, prolonging stay durations, and enhancing revisit rates (Wang et al., 2024). These factors interact with each other in the emotional regulatory process, collectively shaping the overall experience of tourists. Therefore, understanding these mechanisms is crucial for improving tourist satisfaction and loyalty.
The main contribution of this study lies in its in-depth exploration of how brand experience, information quality, and tourism atmosphere influence tourist satisfaction through emotional regulatory mechanisms, thus expanding the existing research framework on tourist satisfaction theory. Unlike previous studies that focused on the impact of a single variable, this study reveals the central role of brand experience and information quality in emotional regulation, enriching our theoretical understanding of the emotional and cognitive aspects. From a practical perspective, this study provides specific management strategies for rural homestay operators, emphasizing how optimizing brand management and information dissemination can enhance tourist satisfaction, and further promote tourist loyalty and word-of-mouth publicity. These theoretical innovations and practical insights have significant value to industry practitioners and policymakers in driving the sustainable development of rural homestays, improving service quality, and strengthening market competitiveness.

4.2.1 Brand experience, information quality, and tourism atmosphere have significant impacts on tourist sentiment

The empirical results of this study show that brand experience, information quality, and tourism atmosphere all have significant impacts on the emotions of tourists. Among them, the tourism atmosphere plays the most prominent role in enhancing positive emotions and reducing negative emotions. As an important part of the country house, the tourism atmosphere not only includes the beauty and tranquility of the natural environment but also covers the humanistic atmosphere, service quality, and overall perception that are experienced by tourists in the homestay. In the context of a country house, unique natural landscapes and elements of local culture can inspire positive emotions such as pleasure, relaxation, and comfort, while reducing negative emotions such as anxiety, restlessness, and disappointment. Therefore, the creation of a pleasant tourist atmosphere plays an important role in the development of country houses, which not only affects the overall emotional experience of tourists but also directly affects their satisfaction and loyalty.
The impact of information quality on the moods of tourists is also significant. High-quality messaging can provide visitors with reliable and authentic descriptions of the homestay so that they have a more comprehensive understanding of the property before booking their stay. Accurate and detailed information can reduce the uncertainty of tourists in the decision-making process, which in turn can improve their positive emotions. Improvements in information quality, especially on online platforms, have a positive impact on the mood of visitors. Once a traveler has a sense of trust and dependence on the information they receive, they will have more positive emotional expectations when they stay at the homestay.
As a key touchpoint between visitors and the B&B, the brand experience also has a significant impact on the emotional responses of tourists. A good brand experience can increase the positive emotions of visitors by shaping a unique accommodation culture, improving service standards, and creating a good brand image. Brand experiences can significantly increase the emotional satisfaction of visitors by triggering positive sensory and emotional perceptions. Conversely, if the brand experience is not good, it may trigger negative emotions in the tourists and affect their overall travel experience.
The empirical results of this study reveal that special attention should be paid to the creation of a tourism atmosphere, the improvement of information quality, and the optimization of brand experience in the development of rural houses. These three factors are not only important external stimuli that affect tourist emotions, but also the keys to promoting the emotional experience and overall satisfaction of tourists. By systematically improving these elements, the country house can more effectively meet the emotional needs of tourists, improve their positive emotions, reduce the occurrence of negative emotions, and ultimately enhance the satisfaction and loyalty of tourists to the homestay.

4.2.2 Emotion management plays a key role in improving visitor satisfaction

Emotion management plays a crucial role in the process of improving visitor satisfaction. Empirical studies have shown that the enhancement of positive emotions can significantly improve the satisfaction of tourists, while the enhancement of negative emotions can significantly reduce the satisfaction of tourists. Therefore, regulating the emotional state of tourists through effective emotion management strategies has become one of the key factors homestay operators can use to improve tourist satisfaction.
The significant effect of positive emotions is reflected in the overall experience of tourists. When tourists feel positive emotions such as comfort, relaxation, and pleasure during their stay at the homestay, their evaluation of the overall service and environment tends to be positive. This positive sentiment not only affects their immediate evaluation of B&Bs but also enhances their brand loyalty and repeat purchase intention. Positive emotions can trigger social sharing behavior, and make them more likely to positively evaluate the B&B on social media, which in turn has a positive communication effect on the reputation and brand image of the B&B. This phenomenon is consistent with the theory of “emotion-driven experience” proposed by many researchers, and shows that positive emotions not only help to improve satisfaction but also play an important role in enhancing brand awareness and promotional effects.
At the same time, the generation of negative emotions has a very negative impact on tourist satisfaction. When tourists encounter negative emotions such as dissatisfaction, anxiety, and disappointment in the process of experiencing the homestay, their evaluation of the overall service will be greatly reduced, and this negative emotion can easily lead to tourists to comprehensively dislike the homestay and even amplify their perceptions of small problems. This not only affects the immediate satisfaction of tourists but also may affect their future consumption decisions, reducing their willingness for repeat consumption and recommendation intentions. Therefore, reducing or avoiding the generation of negative emotions is an important part of emotion management.
Based on the above analysis, homestay operators should take proactive measures to improve the overall experience of tourists through effective emotional management. Operators can optimize the service process and improve the service awareness of employees, so they can discover and respond to the potential factors that may trigger the negative emotions of tourists in a timely manner. For example, a more rapid response mechanism can be used to deal with complaints or needs from tourists and avoid the negative emotions caused by slow service. Operators should also focus on creating a positive homestay atmosphere, enhancing the sensory and emotional experiences of tourists, and maximizing the generation of positive emotions. The creation of a tourism atmosphere, the improvement of brand experience, and the provision of personalized services are all important means to enhance the positive emotions of tourists.
In the process of emotion management, operators should also pay attention to the detailed analysis of the emotional reactions of tourists. This will allow them to quickly understand any changes in tourist emotions during the experience through emotional interaction and feedback mechanisms, so that they can adjust the service content and methods in a targeted manner and enhance the effectiveness of emotion management. Through this series of measures, B&B operators can not only significantly improve the satisfaction of tourists but also establish differentiated service advantages in this highly competitive market, thereby improving their overall market competitiveness.
Emotion management is not only one of the key factors for improving guest satisfaction but also a core strategy that homestay operators should focus on for long-term development. By reinforcing positive emotional experiences and reducing the generation of negative emotions, B&B operators can play an active role in emotional regulation in the guest experience, thereby ensuring higher satisfaction and loyalty among tourists.

4.3 Policy recommendations

4.3.1 Strengthen the creation and management of the tourism atmosphere of rural houses

Local governments should formulate guiding policies that encourage rural B&Bs to enhance the construction of a tourism atmosphere and pay attention to the integration of natural landscapes and cultural experiences. They can provide financial support to homestay operators to improve infrastructure, transform landscapes, and enhance visitor experiences, such as outdoor recreation areas, cultural exhibition venues, and others. They should provide professional technical support to help B&B operators optimize space design and landscape layout. Rural B&Bs are encouraged to combine local unique cultural and historical resources and to hold traditional festivals and cultural experience activities to enhance the tourists’ sense of cultural identity and emotional connection. For protecting the ecological environment, environmental protection standards should be formulated to ensure the sustainable development of rural houses and avoid any ecological damage caused by overdevelopment.

4.3.2 Improve the transparency and quality of information transmission

The government should set uniform standards for the release of information on rural houses, ensure the accuracy and transparency of information, and enhance the tourists' trust and satisfaction with rural houses. The government can take the lead in setting up an official information release platform for rural homestays to ensure that information on the prices, facilities, and services of homestays is accurate and reliable, and to avoid negative emotions among tourists caused by false information (Anes and São Mamede, 2024). The government should formulate relevant regulations to standardize the online review mechanism to ensure that tourist reviews can truly reflect their accommodation experience and encourage homestay operators to improve their services based on those reviews. Training country house operators in digital operations and information management can help them effectively use online platforms to communicate with tourists and improve the quality of information.

4.3.3 Promote brand building and service standardization

To enhance the market competitiveness of rural houses, the government should encourage brand building, promote the implementation of service standardization, and improve the overall experience of tourists (Tang et al., 2024). Through financial subsidies, tax reductions, and other policies, the government should encourage potential country houses to build local brands and enhance brand recognition, and support the development of boutique homestays with unique cultural themes to attract tourists of different levels. The government should conduct regular quality inspections and assessments to ensure that homestay operators adhere to standards and improve service consistency and visitor satisfaction. They should also introduce a professional third-party evaluation agency to help rural houses improve their management level and service quality, and promote continuous improvements through objective evaluation results (Liu et al., 2023).

4.4 Research deficiencies and prospects

Although this study has made some advances in exploring the effects of brand experience, information quality, and tourism atmosphere on the mood and satisfaction of tourists with rural houses, it still has some shortcomings. The sample data were mainly obtained from rural houses in Beijing, and this geographical restriction may affect the generality of the results, so future studies can expand the sample scope to cover more regional homestays. Future research should also focus on the differentiated needs of different tourist groups, such as tourists of different ages and cultural backgrounds, and explore the impacts of personalization factors on satisfaction, to provide more targeted suggestions for the refined management of rural homestays. Through these improvements, follow-up research will investigate the development strategy of rural houses more comprehensively and deeply, and provide stronger theoretical support for improving tourist satisfaction and promoting the sustainable development of rural tourism.

References

Publishing order | Descend order by publishing year | Descend order by cited within
[1]
Anes Silveira R, Mamede H S. 2024. Strengthening the resilience and perseverance of rural accommodation enterprises in the Iberian depopulated areas through enterprise architecture. Sustainability, 16(2): 533. DOI: 10.3390/SU16020533.

[2]
Cardozo R N. 1965. An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3): 244-249.

[3]
Chen H, Sun Q. 2024. A study on the perceived value of rural homestay tourists in Dabie Mountains based on online reviews. Scientific and Social Research, 6(6): 176-187.

[4]
Chen Z J, Xu F X. 2021. Influencing factors and mechanism of tourists’ loyalty in rural homestay tourism destinations: An empirical analysis based on ABC Attitude Model. Economic Geography, 41(5): 232-240. (in Chinese)

[5]
Cui T T, Jiang H T. 2023. Study on the influence of virtual tourism experience, authenticity and satisfaction on field tourism intention—A case study of Mogao Grottoes in Dunhuang. Geography and Geo-information Science, 39(3): 122-129. (in Chinese)

[6]
Dai Q W, Dai Y H, Chen Z Y, et al. 2023. Perceived value, satisfaction and loyalty of homestay tourists. Geography and Geo-information Science, 39(4): 138-144. (in Chinese).

[7]
Deb M, Kumar Sharma V, Panchapakesan P. 2023. Sustainable practices, mindfulness, tranquility, and well-being: A mixed-method approach. Journal of Destination Marketing & Management, 30: 100816. DOI: 10.1016/j.jdmm.2023.100816.

[8]
Deng Y P. 2021. Research on customer satisfaction promotion strategy of Z Catering Company. Diss. Zhongyuan Institute of Technology. (in Chinese)

[9]
Huang G H. 2021. Research on the development status, problems and countermeasures of Beijing rural residence under the background of green ecology. Anhui Agricultural Sciences, 49(9): 137-140. (in Chinese).

[10]
Huang H X, Fei J Q, Zhu Q B, et al. 2016. Study on homestay economy and development and utilization of characteristic agricultural resources in Zhejiang Province. Chinese Science and Technology Bulletin, 32(9): 82-88. (in Chinese)

[11]
Kong B X. 2021. Study on the influence mechanism of rural tourism information quality on tourism destination intention in social media. Journal of University of Science and Technology of China, 51(7): 542-561. (in Chinese)

[12]
Li B Y. 2020. Research on factors influencing customer satisfaction in fresh supermarkets under the new retail model. Diss., Changsha, China: Hunan Normal University. (in Chinese)

[13]
Li X H. 2021. Research on customer satisfaction of online shopping express service based on Service Encounter Theory. Diss., Guangzhou, China: Jinan University. (in Chinese)

[14]
Liu D G, Zhang J. 2023. Research on the influence of red tourism atmosphere on tourist loyalty. Scientific Decision, (10): 230-241. (in Chinese)

[15]
Liu J, Song Q Ye, Zhang G H. 2017. A study on tourist satisfaction of homestay based on Grounded Theory: A case study of Qingdao City. Journal of Shandong Industrial and Commercial College, 31(6): 26-36. (in Chinese)

[16]
Liu Y R, Tang C C, Wan Z W. 2023. Multi-scenario analysis and the construction of the revitalization model of green development in tourism traditional villages. Journal of Resources and Ecology, 14(2): 239-251.

DOI

[17]
Luan Y S. 2021. Research on the development difficulties and countermeasures of China’s urban homestay market. Contemporary Economy, (10): 94-97. (in Chinese)

[18]
Luo L F. 2019. Research on the development strategy of rural residence in Anzhou District of Mianyang based on the theory of resource integration. Diss., Mianyang, China: Southwest University of Science and Technology. (in Chinese)

[19]
Peng X X, Liu M X, He X R. 2024. How does the proenvironmental behavior of rural B&B customers develop from a sensescape perspective? International Journal of Hospitality Management, 120: 103776. DOI: 10.1016/J.IJHM.2024.103776.

[20]
Pi C L. 2019. Research on professional values, emotional labor and sense of acquisition of homestay operators. Diss., Xiamen, China: Huaqiao University. (in Chinese).

[21]
Qiu W W, Yu H T, Lin P M C, et al. 2024. Evaluating rural homestay accommodations in China using the hospitality index: An online review-based approach. International Journal of Hospitality Management, 121: 103792. DOI: 10.1016/J.IJHM. 2024.103792.

[22]
Sánchez-Martín J M, Guillén-Peñafiel R, Flores-García P, et al. 2024. Agritourism in Extremadura, Spain from the perspective of rural accommodations: Characteristics and potential development from agrarian landscapes and associated activities. Heritage, 7(8): 4149-4181.

[23]
Sang Z N, Feng S X, Shi P F, et al. 2018. Perception of tourist homestay based on IPA Theory: Importance, satisfaction and difference—A case study of Enshi Prefecture, Hubei Province. Resource Development and Market, 34(7): 992-997. (in Chinese)

[24]
Sun F Z, Liu R, Ouyang C S, et al. 2020. Research on the relationship between tourists’ perceived value and behavioral intention: Based on the perspective of homestay tourists. Shandong Social Sciences, (1): 126-133. (in Chinese)

[25]
Sun X J, Ke D Y. 2016. Research on the development and legal regulation of homestay industry in China. China Leadership Science, (12): 43-45. (in Chinese)

[26]
Tang C C, Shangguan L Y, Liu L M, et al. 2024. The model and path for digital cultural tourism to promote rural revitalization. Journal of Resources and Ecology, 15(3): 528-540.

DOI

[27]
Tang T W. 2015. Competing through customer social capital: The proactive personality of bed and breakfast operators. Asia Pacific Journal of Tourism Research, 20(2): 133-151.

[28]
Tang W. 2019. Research on mutual assistance development of rural residence and rural tourism based on Synergistic Symbiosis Theory. Journal of Suzhou Institute of Education, 22(4): 10-12.

[29]
Wang H, Xu M N. 2020. Research on the development strategy of chengde rural characteristic homestay. Chinese and Foreign Entrepreneurs, (9): 83. doi: CNKI:SUN:ZWQY.0.2020-09-071. (in Chinese).

[30]
Wang Y, Jiang Y Y, Geng B J, et al. 2024. Social networks, network interaction and resilience of B&Bs in rural China. International Journal of Contemporary Hospitality Management, 36(2): 400-421.

[31]
Wang Y Y. 2018. Research on marketing strategy of entity bookstore based on customer satisfaction. Diss., Jinan, China: Shandong Normal University. (in Chinese)

[32]
Wen L M, Yu B, Zhang Y Y, et al. 2017. Modeling the influencing factors of social media users' information sharing. Intelligence Science, 35(4): 15-21. (in Chinese)

[33]
Wen N J. 2015. Analysis on the development status and countermeasures of rural tourism residence. Oriental Corporate Culture, (7): 239. (in Chinese)

[34]
Wu C, Li B Y. 2019. Research on the current situation and development strategies of rural residents’ accommodation industry in China. Journal of Qingdao University of Technology, 40(2): 96-100. (in Chinese)

[35]
Xing J, Liang W B, Chang C M, et al. 2023. The influence mechanism of theme park crowding perception on visitor satisfaction: The mediating effect of emotion. Tourism Forum, 16(2): 106-117. (in Chinese)

[36]
Zhang S, Zhang G J, Zhou C Y. 2024. A study on the economic development model of rural B&B under the perspective of public governance: Construction and evaluation. Population, Resources & Environmental Economics, 5(2): 050210. DOI: 10.23977/PREE.2024.050210.

Options
Outlines

/

〈 〉