Mapping the landscape of homestay marketing: A SPAR-4-SLR and TCCM Analysis
Published online: 19 Oct 2026
Abstract
Purpose- This study examines the evolution of homestay marketing, a field that has grown significantly but remains fragmented, despite its increasing importance for rural tourism development. It aims to synthesise existing literature and identify key themes, gaps and future research directions.
Design/methodology/approach- A systematic literature review of 93 Scopus-indexed articles (2011–2025) was conducted using the SPAR-4-SLR protocol, supported by bibliometric analysis, keyword co-occurrence mapping and the theory–context–characteristics–methodology (TCCM) framework.
Findings- Research activity has increased since 2018, but with limited theoretical and methodological integration. Four thematic clusters are identified: sustainability and community-based tourism; digital marketing and consumer engagement; rural tourism and tourist behaviour; and platform-based dynamics. Existing studies largely examine digital, experiential and contextual dimensions in isolation. A conceptual framework is proposed to integrate digital marketing, tourist perceptions and performance outcomes.
Practical implications- The findings suggest that homestay operators should align digital marketing with tourist perceptions to improve engagement and satisfaction. Platform providers need to strengthen trust and improve review credibility, while policymakers should focus on enhancing digital skills, infrastructure, and sustainable governance to support sustainable rural tourism development.
Originality/Value- This study provides a structured synthesis of homestay marketing research and advances a more integrated perspective of the field. By combining bibliometric and TCCM analysis, it identifies key gaps and offers directions for future research.
Keywords:
Homestay marketing
Rural tourism
Sustainable tourism
SPAR-4-SLR
VOSviewer
TCCM framework
References
Agapito, D., Pinto, P., Ascenção, M.P., Tuominen, P., 2021. Designing compelling accommodationscapes: testing a framework in a rural context. Tour. Hosp. Res. 21(3), 259–274. https://doi.org/10.1177/1467358420972753.
Agyeiwaah, E., 2019. Exploring the relevance of sustainability to micro tourism and hospitality accommodation enterprises (MTHAEs): evidence from home-stay owners. J. Clean. Prod. 226, 159–171. https://doi.org/10.1016/j.jclepro.2019.04.089.
Ahmad Dada, Z.A., Qureshi, R.A., Bhat, W.A., 2024. Exploring value co-creation in homestays: insights from customers and owners. Rural Soc. 33(2), 138–161. https://doi.org/10.1080/10371656.2024.2425489.
Alonso, N., Vicent, L., Trillo, D., 2024. Digitalisation and rural tourism development in Europe. Tour. Manag. Stud. 20, 33–44. https://doi.org/10.18089/tms.2024SI03.
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. https://doi.org/10.3390/su16020533.
Aria, M., Cuccurullo, C., 2017. Bibliometrix: an R-tool for comprehensive science mapping analysis. J. Informetr. 11(4), 959–975. https://doi.org/10.1016/j.joi.2017.08.007.
Asyraff, M.A., Hanafiah, M.H., Md Zain, N.A., Suhartanto, D., 2024. Malaysian homestay experience programme: a qualitative investigation on operator's crisis management practices and resiliency strategies. Int. J. Disaster Risk Reduct. 111, 104736. https://doi.org/10.1016/j.ijdrr.2024.104736.
Attri, R., 2024. La Pinekonez: navigating challenges of homestay business. Emerald Emerg. Mark. Case Stud. 14(2), 1–21. https://doi.org/10.1108/EEMCS-10-2023-0413.
Baek, U., Lee, S.-K., 2018. Searching for comparative value in small and medium-sized alternative accommodation: a synthesis approach. J. Asian Financ. Econ. Bus. 5(2), 139–149. https://doi.org/10.13106/jafeb.2018.vol5.no2.139.
Bhattacharya, P., Mukhopadhyay, A., Haldar, S., Saha, J., Mondal, M., Samanta, B., Bhattacharya, S., Paul, S., 2023. Commercialization of home through homestay tourism: a study on Chatakpur of Darjeeling District (India) in commensurate to ASEAN standard and revisit intention. Glob. Soc. Welf. https://doi.org/10.1007/s40609-023-00305-7.
Bhuiyan, M.A.H., Siwar, C., Ismail, S.M., 2013. Socio-economic impacts of home stay accommodations in Malaysia: a study on home stay operators in Terengganu state. Asian Soc. Sci. 9(3), 42–49.
Cakmakoglu Arici, N., Koc, D.E., 2024. Research hotspots, emerging patterns, and intellectual structure of homestay tourism: a bibliometric analysis. Qual. Quant. 58, 2571–2589. https://doi.org/10.1007/s11135-023-01763-z.
Canning, N., Robinson, B., 2021. Blurring boundaries: the invasion of home as a safe space for families and children with SEND during COVID-19 lockdown in England. Eur. J. Spec. Needs Educ. 36(1), 65–79. https://doi.org/10.1080/08856257.2021.1872846.
Chen, D., Zhang, W., Bi, J.-W., Qiu, H., Lyu, J., 2024. Hosts' online affinities and their impacts on the number of online reviews on peer-to-peer platforms. Tour. Manag. 100, 104817. https://doi.org/10.1016/j.tourman.2023.104817.
Chen, D.-J., 2018. Couchsurfing: performing the travel style through hospitality exchange. Tour. Stud. 18(1), 105–122. https://doi.org/10.1177/1468797617710597.
Chen, Y., Pan, Y., Chen, Y., Wu, Y., 2025. Digital culture and tourism: perception of landscape culture and distribution of homestay. Amfiteatru Econ. 26(70), 1172–1191. https://doi.org/10.24818/EA/2025/70/1172.
Cheuk, S.C.-S., Atang, A., Lo, M.-C., Ramayah, T., 2017. Community perceptions on the usage of digital marketing for homestays: the case of Ba'kelalan, Malaysia. Int. J. Bus. Soc. 18(S4), 775–782.
Chiu, K.-C., Lai, C.-S., Chu, H.-H., Thi, D.T., Chen, R.-C., 2022. Exploring the effect of social networking service on homestay intention in Vietnam by GM (1, N) and multiple regression analysis. J. Inf. Sci. Eng. 38(3), 531–546. https://doi.org/10.6688/JISE.202205_38(3).0003.
Choenkwan, S., Rambo, A.T., 2025. Has promotion of community-based tourism been a successful rural development strategy in Northeast Thailand? For. Soc. 9(1), 146–163. https://doi.org/10.24259/fs.v9i1.34796.
Choo, S.-W., Lee, K.-H., Park, J.-Y., 2017. Development of rural accommodation selection criteria: the case of South Korea. Eur. J. Tour. Res. 17, 246–260. https://doi.org/10.54055/ejtr.v17i.306.
Chung, Y.C.Y., Kusadokoro, M., Chang, H.-H., Kitamura, Y., 2025. Rural tourism promotion policy and rural hospitality enterprises performance: empirical evidence from Japan. Agribusiness 41(3), 815–832. https://doi.org/10.1002/agr.21927.
Dawayan, C.R., Sondoh, S.L., Tanakinjal, G.H., Nasip, S., Boniface, B., 2018. Homestay resources, marketing capability and homestay performance: a study among homestay operators in Sabah and Sarawak. Malays. J. Consum. Fam. Econ. 21(S1), 86–109.
Deng, L., Li, C., Deng, Q., 2024. Time of day effects on consumers' online review characteristics: evidence from the homestay platform. J. Hosp. Tour. Manag. 61, 115–134. https://doi.org/10.1016/j.jhtm.2024.09.004.
Dias, Á., Santos, M., Pereira, L.F., 2024. Green marketing strategies and customer satisfaction in rural accommodations: a configurational approach. J. Tour. Herit. Serv. Mark. 10(2), 69–78. https://doi.org/10.5281/zenodo.14525119.
Dockery, A.M., Moskos, M., Isherwood, L., Harris, M.N., 2022. How many in a crowd? Assessing overcrowding measures in Australian housing. AHURI Final Report No. 382. Australian Housing and Urban Research Institute. https://doi.org/10.18408/ahuri8123401.
Donthu, N., Kumar, S., Ranaweera, C., Pattnaik, D., Gustafsson, A., 2022. Mapping of Journal of Services Marketing themes: a retrospective overview using bibliometric analysis. J. Serv. Mark. 36(3), 340–363. https://doi.org/10.1108/JSM-04-2020-0122.
Dutta, D., Amir, M., 2025. Evaluating the impact of integrated digital marketing on homestay success in India: a study of Uttarakhand. Indian J. Mark. 55(11), 49–68. https://doi.org/10.17010/ijom/2025/v55/i11/175821.
Escolar-Jimenez, C.C., 2020. Cultural homestay enterprises: sustainability factors in Kiangan, Ifugao. Hosp. Soc. 10(1), 63–85. https://doi.org/10.1386/HOSP_00011_1.
Fang, M., 2024. The willingness of ancient town residents to transfer their houses and its influencing factors: the case of Luomu Ancient Town of Emeishan City, China. J. Resour. Ecol. 15(2), 404–411. https://doi.org/10.5814/j.issn.1674-764x.2024.02.014.
Fu, T., Sriboonlue, U., Onputtha, S., 2024. Effects of perceived service quality in transmitting homestay determinations to customer behaviour intention in Hunan Province of China under conditions of personality traits. Int. J. Oper. Quant. Manag. 30(1), 184–199. https://doi.org/10.46970/2024.30.1.11.
Fukui, K., Suzuki, Y., Kaneda, K., Kuroda, S., Komiya, M., Maeda, N., Urabe, Y., 2021. Do stay-at-home exercise videos induce behavioral changes in college students? A randomized controlled trial. Sustainability 13(21), 11600. https://doi.org/10.3390/su132111600.
Gao, P., Meng, F., Mata, M.N., Martins, J.M., Iqbal, S., Correia, A.B., Farrukh, M., 2021. Trends and future research in electronic marketing: a bibliometric analysis of twenty years. J. Theor. Appl. Electron. Commer. Res. 16(5), 1667–1679. https://doi.org/10.3390/jtaer16050094.
Germann Molz, J.G., 2018. Discourses of scale in network hospitality: from the Airbnb home to the global imaginary of belong anywhere. Hosp. Soc. 8(3), 229–251. https://doi.org/10.1386/hosp.8.3.229_1.
Gössling, S., Lane, B., 2015. Rural tourism and the development of internet-based accommodation booking platforms: a study in the advantages, dangers and implications of innovation. J. Sustain. Tour. 23(8), 1386–1403.
Hernández-Maestro, R.M., 2020. Management response to eWOM in rural lodging establishments. Span. J. Mark. – ESIC 24(2), 263–278. https://doi.org/10.1108/SJME-11-2019-0093.
Heyprakhon, T., Rinchumphu, D., 2018. Tourists' perceived value on ASEAN vernacular homestay standard in Cambodian homestay. GMSARN Int. J. 12(3), 158–167.
Husin, R., Latip, N.A., Md Shah, J., Pingking, A., Samsul, S.S., Datu Nordin, D.S.N., 2022. Ecotourism activities, homestay recovery plan and strategy indicators in post COVID-19 Kundasang, Sabah, Malaysia. Plan. Malays. 20(4), 101–114. https://doi.org/10.21837/pm.v20i23.1154.
Ibrahim, Y., Razzaq, A.R.A., 2010. Homestay program and rural community development in Malaysia. J. Ritsumeikan Soc. Sci. Humanit. 2(1), 7–24.
Ibrahim, A.H.H., Hafel, M., Lamasi, I.S., 2018. Jailolobay festival as a model for developing cultural tourism in West Halmahera. Int. J. Sci. Technol. Res. 7(9), 167–176.
Ibrahim, H., Mariapan, M., Lim, E.L.A., Bidin, S., 2021. Wildlife conservation through economically responsible ecotourist: the mediator roles of attitude between anticipated emotion and intention to stay in local homestays. Sustainability 13(16), 9273. https://doi.org/10.3390/su13169273.
Ijose, O.A., Kc, B., 2025. Community-based homestay as a form of sustainable tourism in Nigeria. Sustainability 17(11), 5217. https://doi.org/10.3390/su17115217.
Jamal, S.A., Othman, N., Nik Muhammad, N.M.N., 2011. Tourist perceived value in a community-based homestay visit: an investigation into the functional and experiential aspect of value. J. Vacat. Mark. 17(1), 5–15. https://doi.org/10.1177/1356766710391130.
Janjua, Z.U.A., Krishnapillai, G., Rahman, M., 2021. A systematic literature review of rural homestays and sustainability in tourism. SAGE Open 11(2), 21582440211007117. https://doi.org/10.1177/21582440211007117.
Janjua, Z.U.A., Krishnapillai, G., Rehman, M., 2023a. Enhancing brand equity through sustainable tourism marketing: a study on homestays in Malaysia. Asian Acad. Manag. J. 28(1), 237–263. https://doi.org/10.21315/aamj2023.28.1.10.
Janjua, Z.U.A., Krishnapillai, G., Rehman, M., 2023b. Importance of sustainable tourism marketing practices: an insight from rural community-based homestays in Malaysia. J. Hosp. Tour. Insights 6(2), 575–594. https://doi.org/10.1108/JHTI-10-2021-0274.
Jiang, Z., Chen, R., 2025. To vote or not to vote? The impact of gratitude expression on helpfulness voting in peer-to-peer accommodation reviews. Tour. Manag. 108, 105094. https://doi.org/10.1016/j.tourman.2024.105094.
Jujia, S., Somwang, C., Sulaim, S., 2025. Enhancing the potential of creative community-based tourism to develop the area based on the local identity of the Si Ayutthaya group. Humanit. Arts Soc. Sci. Stud. 25(1), 102–113. https://doi.org/10.69598/hasss.25.1.266080.
Kapri, S.S., Anuj, N., Sharma, A., 2024. Buying behaviour and the mediating effect of travel intention for homestay tourism: an empirical study in Uttarakhand. Int. J. Manag. Pract. 17(6), 735–752. https://doi.org/10.1504/IJMP.2024.142045.
Kapri, S.S., Sharma, A., 2024. Digital marketing impact on rural homestay booking and role of destination image. Anatolia 35(4), 764–776. https://doi.org/10.1080/13032917.2024.2319075.
Kareem, S.A., Venugopal, P., Yuvaraj, D., 2025. Examining travel celebrities on tourists' intentions toward lesser-known destinations. Consum. Behav. Tour. Hosp. 20(2), 251–262. https://doi.org/10.1108/CBTH-07-2024-0238.
Kasim, M.M., Kayat, K., Ramli, R., Ramli, R., 2016. Sustainability criteria for the Malaysia homestay program. Int. Rev. Manag. Mark. 6(S7), 250–255.
Khazami, N., Lakner, Z., 2021. The mediating role of social identity on agritourism business. Sustainability 13(20), 11540. https://doi.org/10.3390/su132011540.
Kokkranikal, J., Carabelli, E., 2024. Gastronomy tourism experiences: the cooking classes of Cinque Terre. Tour. Recreat. Res. 49(1), 161–172. https://doi.org/10.1080/02508281.2021.1975213.
Krishnan, J., Bhattacharjee, B., Pratap, M., Yadav, J.K., Maiti, M., 2024. Survival strategies for family-run homestays: analysing user reviews through text mining. Data Sci. Manag. 7(3), 228–237. https://doi.org/10.1016/j.dsm.2024.03.003.
Kwaramba, H.M., Lovett, J.C., Louw, L., Chipumuro, J., 2012. Emotional confidence levels and success of tourism development for poverty reduction: the South African Kwam eMakana homestay project. Tour. Manag. 33(4), 885–894.
Lakhera, K., Kumar, S., Tripathy, R., 2025. Analysis of government guidelines on homestays for rural economic development in the Himalayan state of Uttarakhand, India. Discov. Sustain. 6(1), 956. https://doi.org/10.1007/s43621-025-00988-2.
Lin, P.M.C., 2020. Is Airbnb a good choice for family travel? J. China Tour. Res. 16(1), 140–157. https://doi.org/10.1080/19388160.2018.1551167.
Long, N.T., Chau, V.M., 2024. Factors affecting tourists' decision to choose homestay in Ben Tre Province. Qual. Access Success 25(198), 94–101. https://doi.org/10.47750/QAS/25.198.10.
Loureiro, S.M.C., Kastenholz, E., 2011. Corporate reputation, satisfaction, delight, and loyalty towards rural lodging units in Portugal. Int. J. Hosp. Manag. 30(3), 575–583.
Luo, Y., Liu, Y., Run, P., Junaidi, J., 2025. The influence of homestay service quality on tourists' co-creation value and loyalty: a theory of push and pull of tourism motivation. Innov. Mark. 21(4), 16–26. https://doi.org/10.21511/im.21(4).2025.02.
Mohamad Nor, S.M., Bin Awang, K.W., 2021. Community capacity building and participation level of registered homestay operators towards homestay performance in Selangor, Malaysia. Webology 18(Special Issue), 40–57. https://doi.org/10.14704/WEB/V18SI05/WEB18212.
Mohamad Nor, S.M., Bin Awang, K.W., Faisal, A., 2025. The mediating effect of smart technology on the relationship between homestay management and collaborative digital economy. Int. J. Knowl. Manag. 21(1), 2. https://doi.org/10.4018/IJKM.367325.
Mohamad Nor, S.M., Ismail, N.L., Ismail, N.A., Faisal, A., 2025. Synergizing Malaysian homestays and the digital economy: a collaborative management model. Int. J. Asian Bus. Inf. Manag. 16(1). https://doi.org/10.4018/IJABIM.388714.
Mohd Nor, N.A., Mohd Shariff, N., Kayat, K., 2021. Critical factors in achieving a sustainable community-based homestay programme. Asia-Pac. J. Innov. Hosp. Tour. 10(3), 277–291.
Muangmee, C., Sawangcharoen, K., Pongvatnanusorn, V., Chaitorn, T., Kassakorn, N., Saqib, S.E., 2023. Exploring the factors influencing tourist destination loyalty: a case study of homestay entrepreneurs in Thailand. Chang. Soc. Pers. 7(4), 190–205. https://doi.org/10.15826/csp.2023.7.4.258.
Muhamed, M.F.A.A., Jabar, F.A., Wahid, S.N.S., Paino, H., Mat Dangi, M.R.M., 2017. Predicting customer recommendation towards homestay at West Pahang region. Adv. Sci. Lett. 23(4), 2978–2982. https://doi.org/10.1166/asl.2017.7627.
Murniati, D.E., Bin Abdul Razzaq, A.R.B.A., Ismail, A.B., Mota, L., 2023. Training urgency to bridge the digital divide for social media marketing awareness and adoption: case of CBT rural homestay operators Malaysia. J. Tech. Educ. Train. 15(1), 142–157. https://doi.org/10.30880/jtet.2023.15.01.013.
Murniati, D.E., Bin Abdul Razzaq, A.R.B.A., Nopembri, S., Kharim, A., Paryono, 2024. Community education as lifelong learning to support sustainable tourism. Cakrawala Pendidik. 43(1), 62–73. https://doi.org/10.21831/cp.v43i1.63529.
Mustafa, G., Rauf, A., Ahmed, B., Afzal, M.T., Akhunzada, A., Alharthi, S.Z., 2023. Comprehensive evaluation of publication and citation metrics for quantifying scholarly influence. IEEE Access 11, 65759–65774. https://doi.org/10.1109/ACCESS.2023.3294715.
Nguyen, P.M.B., Pham, X.L., Truong, G.N.T., 2023. A bibliometric analysis of research on tourism content marketing: background knowledge and thematic evolution. Heliyon 9(2), e13487. https://doi.org/10.1016/j.heliyon.2023.e13487.
Nieto, J., Hernández-Maestro, R.M., Muñoz-Gallego, P.A., 2014. Marketing decisions, customer reviews, and business performance: the use of the Toprural website by Spanish rural lodging establishments. Tour. Manag. 45, 115–123.
Padlee, S., Ali, A., Mokhtar, N., Zulkiffli, S., 2013. Regret and satisfaction influencing attitude and intention in using homestay terminology: the structural approach. Asian Soc. Sci. 9(17), 94–104. https://doi.org/10.5539/ass.v9n17p94.
Patwal, A.S., Rana, V., Pathak, V.K., 2023. Predictors influencing the choice of lodging option: a systematic literature review of homestays. J. Tour. Serv. 14(26), 263–284. https://doi.org/10.29036/jots.v14i26.536.
Paul, J., Lim, W.M., O'Cass, A., Hao, A.W., Bresciani, S., 2021. Scientific procedures and rationales for systematic literature reviews (SPAR-4-SLR). Int. J. Consum. Stud. 45(4), O1–O16. https://doi.org/10.1111/ijcs.12637.
Pham, T.N., 2025. Investigating the impact of online reviews, virtual reality, and AI chatbots on first-time hotel bookings in rural destinations: the role of sense of presence and trust. Geoj. Tour. Geosites 61(3), 1845–1858. https://doi.org/10.30892/gtg.61343-1553.
Polo-Peña, A.I., Frías-Jamilena, D.M., Rodríguez-Molina, M.Á., Rey-Pino, J.M., 2016. Online marketing strategy and market segmentation in the Spanish rural accommodation sector. J. Travel Res. 55(3), 362–379. https://doi.org/10.1177/0047287514546224.
Promburom, T., 2022. Transformed gender relations in community-based tourism development: performing gender in homestay tourism. Humanit. Arts Soc. Sci. Stud. 22(1), 155–173.
Promburom, T., 2024. How Facebook has enhanced Thailand's ethnic women entrepreneurs' community-based homestay tourism development. Thail. World Econ. 42(3), 212–235.
Qianda, Z., Hussein, M.K., Mohd Ariffin, N.F., Mohd Yunos, M.Y., Chen, S., 2022. Rural landscape characterization from the perspective of the tourist using online reviews: a case study of Yayou Gou Village in Shandong, China. Front. Environ. Sci. 10, 915110. https://doi.org/10.3389/fenvs.2022.915110.
Qiu, H., Chen, D., Bi, J.-W., Lyu, J., Li, Q., 2022. The construction of the affinity-seeking strategies of Airbnb homestay hosts. Int. J. Contemp. Hosp. Manag. 34(3), 861–884. https://doi.org/10.1108/IJCHM-10-2020-1157.
Qiu, W.-W., Yu, H.-T., Lin, P.M.C., Au, W.C.W., 2024. Evaluating rural homestay accommodations in China using the hospitality index: an online review-based approach. Int. J. Hosp. Manag. 121, 103792. https://doi.org/10.1016/j.ijhm.2024.103792.
Quang, T.D., Tran, N.M.P., Sthapit, E., Garrod, B., 2025. Exploring guests' satisfaction and dissatisfaction with homestay experiences: a netnographic study of a rural tourism destination in Vietnam. Int. J. Hosp. Tour. Adm. 26(4), 712–736. https://doi.org/10.1080/15256480.2024.2350005.
Ramli, R., Miraz, M.H., Ku-Mahamud, K.-R.K., Omar, M.F., Kayat, K., 2019. Collaborative-based web recommender system for homestay program: a bridging tool in a tourism supply chain. Int. J. Supply Chain Manag. 8(6), 978–982.
Rao, K.P.S., Praveen, S., Pooja, P., Mohanty, A., 2025. Echoes of the coast: decoding ecotourism narratives in online reviews. Tour. Hosp. 6(4), 161. https://doi.org/10.3390/tourhosp6040161.
Rizal, H., Yussof, S., Amin, H., Ku, K., 2018. eWOM towards homestay lodging: extending the information system success model. J. Hosp. Tour. Technol. 9(1), 91–105. https://doi.org/10.1108/JHTT-12-2016-0084.
Sanjeev, G.M., 2019. What should Indian tourism and hospitality managers focus on to stay competitive in the coming decade? Worldw. Hosp. Tour. Themes 11(4), 467–473. https://doi.org/10.1108/WHATT-05-2019-0027.
Santana-Jiménez, Y., Sun, Y.-Y., Hernández, J.M., Suárez-Vega, R., 2015. The influence of remoteness and isolation in the rural accommodation rental price among Eastern and Western destinations. J. Travel Res. 54(3), 380–395. https://doi.org/10.1177/0047287513517423.
Sharma, A., Hasti, C., 2024. Marketing sustainable tourism and its policies through community engagement: an Indian context. Int. Rev. Public Nonprofit Mark. 21(2), 443–478. https://doi.org/10.1007/s12208-023-00389-z.
Sharma, D., Taggar, R., Bindra, S., Dhir, S., 2020. A systematic review of responsiveness to develop future research agenda: a TCCM and bibliometric analysis. Benchmarking Int. J. 27(9), 2649–2677. https://doi.org/10.1108/BIJ-12-2019-0539.
Sharma, K., Ellur, A., 2024. Determinants of customers' intention to stay in homestays and the mediation role of the hidden camera. Int. J. Tour. Policy 14(4), 331–349. https://doi.org/10.1504/IJTP.2024.139696.
Shukor, M.S., Salleh, N.H.M., Othman, R., Mohd Idris, S.H.M., 2014. Perception of homestay operators towards homestay development in Malaysia. Jur. Pengurusan 42, 3–17. https://doi.org/10.17576/pengurusan-2014-42-01.
Singh, G., Kumar, A., 2022. Impact of firm created and user generated social media communications on consumer-brand metrics of smartphones during COVID-19. J. Content Community Commun. 15(8), 147–162. https://doi.org/10.31620/JCCC.06.22/11.
Singh, R., Sajnani, M., Gupta, P., 2021. What are the expectations of tourists from homestay accommodation: assessing the satisfaction level of tourists staying in homestays. J. Rural Dev. 40(4), 530–547. https://doi.org/10.25175/jrd/2021/v40/i4/152975.
Theodorou, A., Panno, A., Carrus, G., Carbone, G.A., Massullo, C., Imperatori, C., 2021. Stay home, stay safe, stay green: the role of gardening activities on mental health during the COVID-19 home confinement. Urban For. Urban Green. 61, 127091. https://doi.org/10.1016/j.ufug.2021.127091.
Tsang, N.K.F., Gong, A., Au, W.C.W., 2022. Rural tourism product promotion: a comparison of message framing techniques. J. Travel Tour. Mark. 39(7), 609–622. https://doi.org/10.1080/10548408.2023.2184444.
Wang, S., Zu, M., Yuan, J., Xie, H., 2025. A multi-platform online data-driven diagnostic approach for macro-level sustainability of homestays. Sustainability 17(18), 8230. https://doi.org/10.3390/su17188230.
Wang, Z., Zhang, S., Liu, W., 2025. When a villager is a rural homestay operator: role expectation research using the machine learning model. Curr. Issues Tour. 28(6), 1002–1020. https://doi.org/10.1080/13683500.2024.2332494.
Xuan, Z., Wang, C., Li, L., Zhang, S., 2025. Analysing online reviews using unstructured text: a dynamic assessment of rural homestay customer experience utility. Tour. Rev., 1–24. https://doi.org/10.1108/TR-06-2025-0643.
Zeng, Y., Zhang, X., Liu, X., Li, Z., 2025. Detecting driving factors from spatial spectrums perspective: a multilevel analysis of homestay industry in heterogeneous heritage destinations. J. China Tour. Res. 21(3), 761–787. https://doi.org/10.1080/19388160.2024.2404030.
Zhai, Y., Chen, P., 2020. Sentiment analysis on tourist satisfaction with rural homestay inns based on reviews from the website of online travel agency. Int. J. Sustain. Dev. Plan. 15(5), 705–712. https://doi.org/10.18280/ijsdp.150512.
Zhou, F., Huang, S., Matthews, M., 2024. Understanding solo female travellers in Canada: a two-factor analysis of hotel satisfaction and dissatisfaction using TripAdvisor reviews. Tour. Hosp. 5(1), 167–186. https://doi.org/10.3390/tourhosp5010012.
Zulkefli, N.S., Awang, Z., Suffarruddin, S.H., 2023. The innovation elements of homestay programmes on the East Coast of Malaysia. Acad. Tur. 16(2), 233–246. https://doi.org/10.26493/2335-4194.16.233-246.
License
Copyright (c) 2026 The Author(s). Published by Borneo Novelty Publishing
This work is licensed under a Creative Commons Attribution 4.0 International License.
Permission is granted subject to the terms of the License under which the work was published. Permission will be required if your reuse is not covered by the terms of the License.
How to Cite
Kumar, D., & Pathania, D. (2026). Mapping the landscape of homestay marketing: A SPAR-4-SLR and TCCM Analysis. Journal of Rural Tourism , 4(1). https://doi.org/10.70310/jrt.2027.040106130
Downloads
Download data is not yet available.
