Psychological perception and behavior of homestay consumers

Abstract

Homestay tourism is an emerging form of travel that reflects the latest psychological perception of tourists. This paper analyzes the psychological perception and behaviors of homestay consumers, drawing on theory of consumer behavior and the principle of psychology. The research data were collected through a questionnaire survey on the homestay market in Kunming, a famous tourist destination in southwestern China, and were analyzed in detailed on the SPSS. The results show that over 70% of consumers choose homestay to alleviate mental pressure; the tourists prefer to choose homestays of moderate price and have a rational consumption concept; consumers are satisfied of the homestays in Kunming and willing to recommend them to friends and relatives. The research results help to promote the development of homestay tourism from the psychological perspective.