Influence of destination attractiveness factors and travel motivations on rural homestay choice: the moderating role of need for uniqueness

Purpose Rural homestays have emerged as an interesting option for tourists. This study aims to assess the role of destination attractiveness factors and travel motivations in homestay choice. The moderating role of need for uniqueness towards enhancing these relationships is also examined. Design/methodology/approach A survey of 201 Indian tourists who had visited rural homestays in the Uttarakhand state of India was conducted. Data were analyzed using SPSS and WarpPLS, based on structural equation modelling approach. Findings Results indicate that two destination attractiveness factors – (a) cultural and rural attractions and (b) destination location and transportation – have a significant association with rural homestay choice. Further, need for uniqueness enhances the relationship between natural attractions and choosing rural homestays. Originality/value Although there are several studies on rural homestays, there is scant research on the factors influencing the choice of rural homestays from a tourists’ perspective. Besides, studies on rural homestay tourism have not assessed the role of need for uniqueness in influencing such choices. The implications of the study for destination marketers, homestay operators and owners are discussed which would hopefully aid in attracting discerning tourists to the rural homestays to such regions.