Evaluation of Satisfaction with Rural Homestays among Urban Young Tourists: A Case Study of Beijing

Rural homestays are a vital component of rural tourism development. With the deep implementation of the rural revitalization strategy, rural homestays have increasingly become a focal point for young urban tourists. Based on the Stimulus-Organism-Response (S-O-R) model, this study systematically explores the impacts of the brand experience, information quality, and tourism atmosphere of rural homestays on the emotions and satisfaction of young urban tourists through an empirical analysis. The data for the study came from a questionnaire survey of various rural lodgings in the city of Beijing, resulting in 428 valid samples. Using Structural Equation Modeling (SEM), this study revealed that brand experience, information quality, and tourism atmosphere are external stimuli that significantly influence tourist emotions. Specifically, these three factors both enhance positive emotions and reduce or alleviate negative emotions. Furthermore, the positive emotions have a significant positive effect on tourist satisfaction, while negative emotions have a significant negative impact. Specific recommendations for rural homestay operations based on these findings are given. These recommendations will not only help to improve the market competitiveness of rural homestays but also provide valuable theoretical and practical insights for the sustainable development of rural tourism.