Perceived service quality mediates the effect of physical servicescape on tourists’ intention to stay in rural homestays

Benefiting from the tourists' booming demand of rural tourism, rural homestay industry in Mainland China has enjoyed significant growth in recent years. While limited attention has been paid to rural homestay industry, especially on the mechanism of enhancing tourists' intention to stay in rural homestays. Based on SOR model, this study examined the impact of physical servicescape on tourists' intention to stay in rural homestays as well as the mediating role of perceived service quality. Using PLS-SEM on data from 341 respondents in China, findings confirmed that physical servicescape positively influenced both perceived service quality and tourists' intention to stay in rural homestays. Additionally, perceived service quality mediated this relationship. The study provided practical insights for tourism stakeholders to enhance rural homestay appeal, fostering local economic growth and financial stability while promoting rural areas as viable tourist accommodations.