Unveiling tourist transition patterns to sustainable homestays in India: a push-pull-mooring model analysis and implications for social responsibility

Purpose Drawing on the push–pull mooring model (PPM), this study aims to examine customer switching behavior from conventional homestays to sustainable homestays, contributing to the discourse on social responsibility and sustainable tourism. Design/methodology/approach The study used a sequential mixed-method approach, using 23 interviews (qualitative) and responses from 433 travelers collected through a survey (quantitative). The developed model and collected data were tested using Smart PLS SEM. Findings Study 1 revealed prominent themes and Study 2 supported many hypothesized relationships. For instance, switching costs did not affect either switching intention or behavioral intention, whereas subjective norms influenced both. Switching intention fully mediated the effects of switching costs and environmental concerns on behavioral intention and partially mediated the effects of alternative attractiveness and subjective norms. Originality/value This study is one of the few in the literature to examine customer switching intentions to sustainable homestays, using Airbnb as a case study. The findings provide valuable insights into the factors driving sustainable consumption behaviors, highlighting the role of social responsibility in tourism.