Demand–supply co-evolution in ethnic homestay tourism: A stakeholder-based, mixed-methods analysis

Abstract

Rural tourism in China has grown rapidly under national rural revitalisation policies, leading to a surge in interest in ethnic homestay accommodation. Despite this growth, a persistent mismatch between tourist demand and host supply poses challenges to sustainable development in these destinations. This study employs a mixed-methods approach to examine the co-evolutionary relationship between supply and demand in ethnic homestay tourism. Data were gathered from 412 tourists and 303 homestay operators using a questionnaire, and from 30 in-depth interviews with homestay operators, in Xijiang Miao Village, a leading ethnic tourism destination in China. The results indicate that perceived value and experience quality significantly enhance tourists’ overall satisfaction and perceptions of symbiotic development, with experience quality functioning as a mediating factor. Tourist satisfaction exerts a strong positive influence on perceived symbiotic development. Despite these positive relationships, notable supply–demand imbalances persist, highlighting the necessity for adaptive and context-sensitive operational strategies. This study extends perceived value theory in the context of ethnic tourism and proposes a value–experience–satisfaction–symbiosis pathway. The practical implications of this study focus on prioritizing emotional and efficiency value, enhancing communication channels, and promoting participatory cultural experiences. Policymakers and tourism platforms are encouraged to support these practices to foster sustainable and co-creative rural tourism development, equipping them with actionable insights.