Exotic or home? Tourists' perception of guest houses, guest houses loyalty, and destination loyalty in remote tourist destinations

Abstract

Guest houses offer an environmentally sustainable way to travel. The guest house serves not only to accommodate but also attract tourists to experience local culture when they visit remote destinations. This study was designed to explore how tourists' multiple perceptions of guest houses in remote destinations affect their behavioral intention toward guest houses and destinations. Results demonstrated that both tourists' perception of exotic local culture and sense of home had a significant positive effect on tourists' loyalty to guest houses in remote destinations. In addition, tourists with high cultural distance staying in guest houses perceived a higher level of exotic local culture but lower level of sense of home compared with those with lower cultural distance. Managerial implications, limitations, and recommendations for future studies are also provided.