THE RELATIONSHIP BETWEEN TOURISM MOTIVATION, PERCEIVED VALUE, SATISFACTION AND BEHAVIORAL INTENTION OF HOMESTAY TOURISTS IN HEALTH TOURISM DESTINATIONS

Abstract With the advent of the era of leisure vacation tourism, the rapid development of all-region tourism, and the new urbanization, tourists are increasingly inclined to obtain diversified, autonomous, and personalized tourism products and services during their travel experiences. They desire in-depth experiences and emotional identification and communication during their travels. The homestay industry has been booming, greatly promoting the rapid improvement of the rural economy. However, facing the increasingly fierce industry competition and the rapidly changing market environment, how to retain visitors and ensure the healthy and sustainable development of the homestay industry in the future is an urgent issue that we need to address. By reviewing both domestic and international research on the concepts of tourism motivation, perceived value, satisfaction, and behavioral intention, as well as the relationships among these four elements, the study identifies the components of homestay tourists' motivations, perceived value, satisfaction, and behavioral intentions at the theoretical level. This is done by drawing on existing literature and research outcomes, and by integrating various aspects of the homestay environment, facilities, and services with the behavioral characteristics of tourists. Based on the "cognition-affect-intention" relationship theory, a theoretical model is established to provide a foundation for the study. This model aims to understand how cognitive processes (such as tourists' perceptions of the homestay experience), affective states (like emotions and satisfaction), and behavioral intentions (such as the willingness to return or recommend the homestay) are interconnected. The research findings indicate that the travel motivations of homestay tourists do not directly influence behavioral intentions but rather have an indirect effect through the mediating roles of perceived value and satisfaction. Both satisfaction and perceived value among homestay tourists have a direct and significantly positive impact on behavioral intentions. Additionally, the travel motivations of homestay tourists significantly and positively affect their perceived value and satisfaction. Furthermore, this study has derived a complex pathway of "Travel Motivation → Perceived Value → Satisfaction → Behavioral Intention," offering a new perspective for the study of travel motivations, perceived value, satisfaction, and behavioral intentions among homestay tourists. This enriches and advances the theoretical and empirical research on homestays. At the same time, the research results provide valuable insights into the current challenges and limitations of the homestay industry and offers recommendations for improving the development level of new forms of tourism.