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TAKING HOME-STAY TO THE NEXT LEVEL:
A CONSORTIUM FOR RESIDENCY TOURISM
Dr.Bipasha Chetiya Barua1, Murchana Gogoi2
Assistant Professor1, Research Scholar2
Department of Commerce, Dibrugarh University,Dibrugarh,India
Abstract: Inspite of being a relatively newer concept, Home-Stay Tourism is rapidly gaining popularity and is
grabbing the attention and interest of both researchers and facilitators. Although the term is seemingly
indicative of letting travelers/tourists stay at one’s home and thereby, playing host to them as we play host to
any other guests visiting us without any or much structural rearrangement made to the existing home set-up;
however, with the increasing advent and role-play of intermediaries in bringing together tourists and hosts, it is
often found that house-owners are required to engage in much ‘re-dos’ and ‘restructurings’ as per the
expectations and specifications of the intermediaries if only to guarantee a place for themselves in the industry.
This, not only, puts an added pressure on the so-called “amateur” locals to incur higher start-up and
maintenance costs but also imposes upon them an obligation to share their earnings with the bigger players of
the hospitality sector. Many a times, the house-owners are required to enter into contracts and agreements with
these bigger names which make it binding upon them to perform even at the cost of compromising their own
priorities, preferences and comfort zones. On the other hand, so far as the average/ middle class Indian tourist is
concerned, their passion to trot around the globe is often dampened by the prospect of a huge hole in their
wallets courtesy such foreign travel.
What is , therefore, perceived necessary by the researchers is the possibility of working out a model that
connects the prospective traveler/tourist and the house-owner/accommodation-provider directly ; one which
respects and assures the priorities, preferences and comforts of both parties; one which ensures economic and
financial benefits to both; and one which guarantees safety and security of life and property of both ; alongwith
ensuring a genuine taste of local culture and tradition of the destination-of-visit.
Most of the prior research on Home-Stay Tourism are found to be focused on issues like the satisfaction
level of tourists, Service Quality, impacts on tourism development, commercialisations, or on the opportunities
and challenges of such tourism, etc..
This study is, therefore, an effort to address the following primary objectives:
To understand the organisation and functioning of Home-Stay arrangements within and outside India.
To examine the complexities of the existing home-stay arrangements from the point of view of the
facilitators as well as the tourists.
To analyze the role of intermediaries in creating a connect between the facilitators and the tourists.
So as to achieve the objectives of the study, the researchers have adopted an entirely Review-Based Method
of collecting the necessary data to lay down a solid theoretical and analytical base to arrive at the findings. The
choice of the stated method stands justified by the backdrop of non-availability of much previous research
works with regard to the problem and purpose of the present study.
Keywords- Home-Stay, Consortium, Tourists, Facilitators.
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I. INTRODUCTION
Tourism is a Meta-Industry comprising of various facilitating members and service providers who tend to
enjoy an independent status of their own as well that is devoid of/distinct from the tourism sector. Let us
consider the cases of the transportation and the accommodation sectors for example. As do they contribute
towards the tourism industry, so also do they perform as an active member of their respective industries. The
same is the stand of the players in the art and cultural front, the retail front, or any other.
However, what remains a fact is that, inspite of their distinctive status and operations, tourism brings together
these varied sectors and creates additional earning opportunities for all of them. This very belief has motivated
many more to participate in and contribute towards tourism activities and the tourism industry at large.
This apart, tourism is an industry that makes private gains out of utilizing public resources. This statement
stands justified when we look at the usage of water bodies for generating private income by way of facilitating
various water sports and recreational activities for tourists.
II. THE OTHER SIDE OF THE COIN
An impressive number of the educated, medium-income-earning Indian desires to travel abroad either for
work, education or leisure – the figure is only rapidly increasing. However, the biggest hurdle in fulfilling this
desire is the hard blow evidenced on their purchasing power. Particularly, the more developed the country of
their dream visit is, the bigger tends to be the hole dug into their pockets. In the process of ensuring a secured
and professionally planned trip, they tend to rely on established tourism players at stated rates; many a times,
even though not quite satisfied with the price to be paid or with the itinerary offered. They would have rather
been happier had they been able to independently choose where to stay, what to see, what to eat and when to
move - provided all these were to come with a guarantee of easily accessible facilitators and security assurance
at negotiable prices. So far as the facilitators are concerned, they too would have been happier and more
enthusiastic to participate had they the liberty to choose and decide on whom to accommodate, what to offer,
when to accommodate (or not to accommodate), what price to charge, etc. with some assurance of safety to
their life and property from uncertified and unwanted visitors.
III. STATEMENT OF THE PROBLEM
A consideration of the aforestated two standpoints – i.e. of the desiring budget travellers and the aspiring
resident stay providers – brings the researchers to question the existing set-up of home-stay arrangements
across the globe, in general, and that of India, in particular. Through the conduct of this study, the researchers
intend to make some notable contribution towards bringing the desiring budget tourists in direct contact with
the aspiring locals offering home-stay arrangements in a way that the former gets what they desire (in terms
of stay and travel arrangements) at a cheaper rate and the latter is able to enjoy the entire share of their earnings
out of facilitating such stay ; the win-win effect resulting out of the abolition of middlemen in building up the
connect between the two parties.
IV. UNDERSTANDING CONCEPTS
Often, the terms Bed and Breakfast (B & B) and Paying Guest (PG) are seen to replace Home-Stays;
however, not necessarily meaning one and the same thing. Both B & B and PG accommodation may or may not
be indicative of a home to stay in. On the other hand, a Home-Stay tourism refers to a form of tourism where
the tourists get to stay with a family in the destination of visit and get to spend time and move around with the
members of the family – such that social and cultural interaction (in a way quite distinct from the
professionalism of a businessmen) takes place while exploring various tourist spots.
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Many a times, longer home-stays are found to be popular amongst students and/or employees temporarily
residing in a particular destination as part of an educational exchange programme or a work project.
Ruth Kemunto Kimaiga, in his thesis, has beautifully developed the following few operational definitions
related to the concept under discussion, for the purpose of his research:
Homestay: It is the act of staying in someone‟s home as a guest at a fee. It can also be termed as
dwelling together with a family unit that occupies a home.
Host family: The family who live on the premises or home sharing their space with guests who pay
directly or indirectly to stay in their homes.
Homestay operator: One in charge of running the homestay business or program.
Motivation: A need or desire that energizes behaviour and directs it towards a goal.
Rural communities: People living in the rural areas.
Socio-economic wellbeing: In this context relates to improvement in the way people interact in groups
and society and improvement in their standard of living.
Positioning: The way by which the marketers attempt to create a distinct impression in the customer's
mind.
Social equity: Fair distribution of tourism benefits to the local people.
Knowledge: Facts and information acquired through experience or education. It may also refer to
practical understanding of a subject.
Timlasana (2012) stated that “A Home-Stay, by its combined words (home stay) is staying in some one's
home as a paying guest for short time period. But such guests are provided accommodation and services by
individual family and community too. Therefore, the Home- Stay Regulation has accepted it as run (managed)
by an individual or community.”
Thus, inspite of its striking similarity with B & B and PG, Home-Stays are more closer to the concept of VFR
tourism (abbreviated for Visit to Friends and Relatives) but against a certain payment towards the host family
unlike in case of VFR. Here too, guests are either accommodated in the family home, or in separate quarters
nearby. And to do away with the awkwardness of stranger associations and rather to ensure some degree of
professionalism for the payment charged, most homestays provide their guests with just as much comfort as a
reputable hotel.
The ancient Indian wisdom of "Athithi Devo Bhava", meaning - "The Guest is God"- makes the country an
appropriate destination for developing and refining the Home-Stay set-up. The sorry fact is that most visitors
who come to India and stay in hotels never get to experience true Indian hospitality. The growing popularity of
homestays in India can ensure not only a pleasant and cheaper stay for tourists but also can guarantee decent
income generation for the locals and the local economy. For this to be practically feasible and worthy of
bearing the fruits it is worth, in-depth researches and resultant contributions aimed at benefitting both the
tourists and the home-stay providers are necessary.
V. RESEARCH GAP
To legitimate new research, it is important for the researcher to analyse the existing literature in the similar
bodies of research. As such, the researchers have put a humble effort to review a number of relevant literature
so as to identify the research gap. Most of the prior researches on Homestay Tourism were found to be focused
on issues like the following:
tourist perceived value and satisfaction towards homestay tourism programme
impact of homestay programme on the local community and overall development of the area.
commercialization of rural home and historical houses.
socio economic wellbeing as a result of homestay tourism programme.
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However, the researchers did not come across any research focussing on a convenient consortium that directly
connects the prospective tourist and the house-owners, one which can satisfy the interest of both the parties
involved. Thereby, this study is an effort contribute significantly in this respect.
VI. OBJECTIVES
To understand the organisation and functioning of Home-Stay arrangements within and outside India.
To examine the complexities of the existing home-stay arrangements from the point of view of the
facilitators as well as the tourists.
VII. RESEARCH METHODOLOGY
The paper in hand primarily follows a Review-Based Methodology. The analysis and interpretation of the
pre-set objectives have been done based on a description and critical analysis of the previous research findings
in the same regard. To serve the purpose, the literature reviewed have been categorically dealt with in respect of
each distinct objective. The findings derived, therefrom, have been used to develop a tentative model for
creating a direct connect between the prospective tourists and the prospective home-stay facilitators so as to
ensure a win-win situation for both stakeholders/beneficiaries (taking cue from the concept and practice of
Multi Level Marketing in case of physical goods).
VIII. THE DISCUSSION
Objective 1: To understand the organisation and functioning of Home-Stay arrangements within and outside
India.
Within India
R.Venkatesh and H.V.Mukesh(2015) in their study entitled, “The Role of Home stays
in Promoting Rural Tourism” focuses on the potentialities that homestay tourism offers
towards the promotion and development of rural tourism. The findings suggested
homestay tourism as a sustainable revenue generating opportunity contributing
immensely towards rural development, thereby promoting rural tourism and the society
at large.
Anand A et.al(2012), in their paper, “Homestays at Korzok: Supplementing Rural
Livelihoods and Supporting Green Tourism in the Indian Himalayas” designs a homestay
model in Korzok village of Leh District,Ladakh taking aid from the project launched by
WWF-India with the prime objective of developing a strategy for high altitude wetlands
conservation in the Himalayas. It could be concluded that the project has the possibility
of establishing green tourism and promoting rural livelihood inspite of the existing rural
constraints. This model promoted entrepreneurship among the people of this region and
has also attracted the inhabitants of Tso kar village, a similar high altitude wetland area.
Chhetri,M.K(2015), “A study on Dallagaon Homestay and its Sustainability” is a survey
based study carried out on 70 respondents from different areas namely homestay
households, non-homestay households, guests and the homestay management committee
with the prime objective to analyze the sustainability of homestay tourism and its impact
on local community. It seemed that the program has encouraged employment generation
among the locals, mostly of which are women. Initially, additional income was the key
factor for these households as they were also engaged primarily in agriculture. With
time, the program has undergone upgradations and at present has 53 beds which can
accommodate 19 thousand guests per year. The households are been able to attract guests
through its livelihood, cultures, traditions alongwith the rare-one horned rhino. Over the
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time, the homestay communities have also developed their skills through cross-sectional
exchanges with the tourists.
Outside India
Amin A and Ibrahim Y (2015) in their research entitled “Model of Sustainable
Community Participation in Homestay Program” developed a fit model between
community participation and sustainable development among the Malaysian homestay
participants. A total of 306 respondents were selected from 3,264 participants through
stratified random sampling and were analysed using structural equation model. It was
found from the model that there exists a positive relationship between community
participants and sustainable development, thereby suggesting a more appropriate training
module programme for the participant that adds to their competence and responsibility in
orgainising the homestay program in near future.
Bhuiyan Anowar Hossain and Ismail S.M., in their study “Home Stay Accommodation
for Tourism Development in East Coast Economic Region” examines the potentialities of
homestay tourism development in ECER by taking into account 10 homestay owners
from the state of Terenggannu as sample respondents. The findings of the study indicated
homestay tourism as an economic activity as ECER is a backward region as compared to
other parts of Malaysia. Emergence of homestay accommodation will thereby support the
local people financially and enhance the region socially and culturally.
Suebsuk N and Nakagawa O (2014) in his study titled “Sustainable Infrastructure and
Conservation Ideas on Homestay Modification; Owners’ Motivation and
Tourists’Satisfaction in Amphawa, Thailand” emphasized mainly towards the
modification of historical houses into homestay accommodation. It was suggested that
for future tourism development in a sustainable manner, cultural conservation of
traditional building design alongwith conservation of cultural activities, traditions and
local way of line played a significant role. The study concludes that this form of
homestay accommodation provides satisfaction to the tourists and with good
management in urban regeneration, there is immense potential to attract tourists all
across the globe.
Binnui, A. (2016) “Towards Sustainable Community- Based Tourism: A Case of
Homestay in Suratthani Province, Thailand” examines and explores the potential of
current homestay tourism with emphasis on capacity building for a sustainable
community based tourism. The research was undertaken in 2 phases: first is the
qualitative approach via oral interview and second is the quantitative approach put
forward among the relevant players in the industry. The results of the study showed that
the local community offers various tourists products and have established their own
managed homestays. However, there is also the need for continuous improvement in their
business, at the same time there should be active participation from the external
organisation as observed from the findings of the study.
So as to build up a clearer idea as to the organisation and functioning of Homestay arrangements, the
following cases have been discussed:
Case 1: The Asosiasi Usaha Homestay Lokal Kabupaten Raja Ampat that translates as “Raja Ampat Local
Homestay Business Enterprise Association” but is more commonly known as The Raja Ampat Homestay
Association (HSA) was formed by the owners of Papuan Homestay businesses and has a threefold aim as
follows:
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To foster the establishment of a strong, locally-owned ecotourism economy which will empower
island communities with the political influence necessary to realise their desire for environmental and
cultural preservation.
To assist each other in the development of the skills required to successfully operate sustainable
ecotourism ventures.
To assist travellers to Raja Ampat by setting minimum standards for homestay facilities, ensuring
member compliance with those standards and providing a channel for guest feedback and complaint
resolution.
The Raja Ampat Local Homestay Association currently represents just over sixty family-owned
businesses. These are not private individual businesses, but family entities, similar to a traditional joint stock
company, that support and employ an extended network of relations.
The Association is now the largest community-owned business grouping in the Indonesian provinces of
Papua and West Papua. First concentrated around the islands of Mansuar and Gam in the Dampier Strait, the
Association’s membership is spreading to include communities from other parts of Raja Ampat such as the Fam
islands, western Waigeo and the island of Batanta.
The Association’s members understand that their businesses depend on the integrity of their environment.
They believe that they and others in their communities are best positioned to protect that environment, and that
their businesses give them the means to do so.
The Association mobilises technical assistance and funding for business skills training and mentoring for
its members. The Association also provides certain business services to its members such as online promotion
and bookings, and it manages government relations on issues such as the management of MPA entrance fees.
The Association is setting standards on diving, transport and hospitality to govern the conduct of its
members’ businesses. It is currently working to adapt and apply the Global Sustainable Tourism Criteria
(GSTC) to the homestay sector.
The Association is also a social movement motivated by the desire to prevent family land being sold to
resorts and to stand on their own feet as economic actors. The pain that people feel when they have lost land
remains the single most important factor in motivating people to set up the Homestay Association.
The Association is a community organization that, for the first time, gives people from multiple
communities their own, shared space to discuss their lives and businesses; and also to find solutions to the
problems that most concern them, such as waste management, illegal fishing, illegal logging, and the loss of
culture and identity.
As such, the Association fills an institutional vacuum. With the possible exception of the church there is, at
present, no other structure at community level that regularly convenes people from different villages in order to
talk about matters that are too big for each village to address on its own.
The Association is inspiring youth. Over half its management team are in their twenties and thirties and
represent a new generation of community leaders that could serve Raja Ampat for the next forty years. The
opportunity to work for the family business means that youth now want to come home after completing their
studies. Much of the money that their families’ homestays generate now pays for their younger sisters and
brothers to also go to college.
The Association is empowering women. The Association understands that it will fail if men and women
cannot work together. The Association’s most energetic managers are now women. They are the glue that binds
the Association’s membership, and are organising other women in their villages to set up kiosks and a market
for local organic produce to keep homestays supplied. Their example has transformed the outlook of women in
the community.
The homestay sector is therefore serving, not only to protect the marine environment, but also to regenerate
community. Where this serves to build a supporting system of extended family and other social relations
then it reinforces the likelihood that conservation will succeed.
The Homestay Association’s success in advancing local nature-based solutions for sustainable development
was recognised by the United Nations Development Programme 2017 award of an Equator Prize.
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Case 2 : The Ministry of Tourism, Government of India, has come forward with a Homestay Scheme in the
State of Kerela intended at passing on the benefits of the growing tourism industry in the state to more locals
and residents. The Scheme identifies and classifies probable homestays based on the facilities and quality of the
accommodation provided. Homestay units are classified into three categories by bringing out clear guidelines
on the requirements: these categories being Diamond Houses, Gold Houses and Silver Houses.Homestay units
fulfilling all the essential conditions prescribed by the Department of Tourism and meeting the required criteria
in the Checklist of Facilities, belonging to the Class A category are given the Diamond House status, Class B
category are awarded the Gold House status and Class C category are accorded the Silver House status.
The prime eligibility criteria for participating in the scheme consists of the below mentioned:
Individuals or families who own a house of good quality in the State and can spare at least 1
room and upto maximum 6 rooms for tourist accommodation.
The classification will be given only in those cases where the owner/promoter of the unit
alongwith his/her family is physically residing in the same unit.
At least one of the family members should be able to communicate in English.
The houses in areas of tourism importance will get priorit
In case of dissatisfaction regarding the categorization or classification, the unit may appeal to the Secretary
(Tourism), Government of Kerela, within 30 days of receiving the communication regarding the same.
The Scheme also makes for:
The presence of facilities and services to be evaluated against the checklist and score sheet by
the concerned Committee responsible for the task. The checklist should be duly filled in and signed on
all pages and submitted to the Department of Tourism with the application.
The classified units are expected to maintain the required standards at all times. The
Classification Committee is to inspect the same at any time without previous notice and any serious
deficiencies are to be reported to the Department of Tourism, which has the liberty to take any action
including cancellation of the classification.
All classified unite are to submit specific forms and documents (including Passport details) to
the police station as don by the hotels while accommodating foreign nationals.
This Scheme passes on the following benefits to the residents of the State:
Earning additional income other than his/her regular income alongwith ensuring sustained
employment.
Use of and capitalizing upon the Kerala Tourism Brand for marketing their products and
services.
Support of the Government in Capacity Building.
Facilitation by the Government in getting loans from financial institutions for the improvement
of the existing houses for conversion into Homestays.
Post implementation assistance and monitoring from the Government to ensure proper
functioning of the Homestay units by providing professional guidance and managerial directions to the
entrepreneurial units in respect of marketing, technical knowhow and support and capacity building.
Objective 2: To examine the complexities of the existing home-stay arrangements from the point of view
of the facilitators as well as the tourists.
Facilitators’ Viewpoint
Pusiran A.K. and Xiao Honggen (2013), “Challenges and Community Development: A Case
Study of Homestay in Malaysia” is a review based paper on community development and
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challenges faced by the key players of the homestay programme in Malaysia. The study
employed content analysis by reviewing previous literature. It is found that the participants are
benefited by means of additional income earned and the number of participants also rose every
year. However, the homestay programme here, faces more of internal and external challenges
like incompetent community participants, lack experience and knowledge, lack creativity and
skills, reluctant to take risks, exploitation by outside parties, lack efficient networking which has
hampered the industry’s growth. As such, it is with timely support and positive implications by
the key players that will improve the current homestay programme in Malaysia.
Wong Oi Yee (2014) in his research titled “Towards Sustainable Community Development: A
Case Study of Homestay Tourism in Sabah”examines the impact of homestay tourism
development on the native communities of four villages in rural Sabah using Sustainable
Livelihood Method and Multi-Ethnographic Method to achieve the objectives of the same. It was
observed from the case study that, although homestay communities are free to manage the
activities and offered products of homestay, the actual process of decision making depends
heavily on political networks. As a result, the poorer segments are excluded/left behind from
participating in the homestay programme. It could be concluded that though homestay tourism is
perceived as a development tool, yet it remains vulnerable due to political interference.
Sita Donny S.E. and Nor Mohd N.A. (2015) in their paper titled “Local Perceptions towards
Tourism Impacts Related to Homestay Programme” analyses the social impacts of tourism on
the perceptions of local residents based on degrees of contact i.e. High Contact (HC), Medium
Contact (MC) and Low Contact (LC) between them and thereby examines whether the local
residents encourages or restricts additional tourism development in Kampung Benuk Homestay,
Kuching. 12 respondents were interviewed in the process and the data collected were tested
through two theoretical frameworks, namely Social Exchange Theory and Model of Resident
Tourism Perceptions and Attitudes. In terms of social impacts, it was found that HC and LC
respondents had positive view in compared to the MC respondents who perceived more costs
involvement in tourism than the benefits received. Compared with the HC and MC respondents,
the LC respondents supported as well restricted additional tourism development. The findings
thereby indicated that not every individual in the community has the same perception towards
tourism and its impact.
Bhan Suraj and Singh Lakhvinder (2014) in their study entitled, “Homestay Tourism in India:
Opportunities and Challenges” emphasizes the opportunities available and challenges faced in
homestay tourism sector in India. Where the offerings and products of the Indian tourism market
is huge and limitless, it seemed most of it have yet to be explored. Rural Homestay Tourism
should be incorporated as one of the tourism policies which will create employment and increase
standard of living in rural areas. It was also found that temporary challenges faced by the
tourism sector could be resolved with appropriate strategies and planning.
Kontogeorgopoulos N., Churyen A and Duangsaeng V, explores in his paper entitled
“Homestay Tourism and the Commercialization of the Rural Home in Thailand” the implications
of commercializing rural home as an alternative means of accommodation by taking into account
a case study of 30 natives of Mae Kampong village. It was found that Mae Kampong Village in
Thailand adopting CBT landscape emerged as an excellent case study on successful homestay
tourism. Homestay tourism will allow the rural community with limited economic options to
utilize their home as a source of extra income.
Shukor Md Shafin, Salleh N, Othman R, and Idris S.(2014), in his -research entitled
“Perception of Homestay Operators towards Homestay Development in Malaysia” aims to
analyse the perception of homestay operators towards development of homestay tourism and
thereby its impact on economy, society, culture and environment. Structural Equation Model
(SEM) and Exploratory Factor Analysis test were employed on 333 homestay operators and it
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was found that the operators may gain various benefits in the form of economic, social, cultural
as well as environmental conservation while participating in homestay development operations.
Nepal has emerged as an attractive domain for homestay tourism over the years. With an aim to
study the homestay programme, Lama, M. (2013) in his paper titled “Community homestay
programmes as a form of sustainable tourism development in Nepal” analyses and explores its
implementation, dimension and challenges of homestay operations in Nepal. The findings
concluded that the homestay programme plays a significant role in sustainable development and
contributes towards economic and social sustainability by treasuring its culture and tradition.
The study also provides suggestion towards capacity development, basic infrastructure and well-
framed government mechanism
Noh, I.N.B.M. (2015) in his research entitled “Women Empowerment in organizing homestay
program. Case Study: Homestay Sinaran Baru, Senai, Johor” identifies and analyses the
features, involvement and motivational factors of women entrepreneurs in organizing homestay
programmes. It was found that most of the women homestay organizers were housewives
basically in their 40s to 60s of age with minimum education. Because of less qualification, age
and such alike barriers self-employment in the form of homestay entrepreneur has emerged.
Another significant observation of the study indicated a extra steady income source of the
operators as it was an add on to their main occupational source of income. Moreover, it was also
observed that involvement of the women entrepreneurs are more likely to grow in near future
with more women engaging themselves into homestay programme.
Shukor Md Shafin, Salleh N, Othman R, and Idris S. (2014), in his research entitled
“Perception of Homestay Operators towards Homestay Development in Malaysia” aims to
analyse the perception of homestay operators towards development of homestay tourism and
thereby its impact on economy, society, culture and environment. Structural Equation Model
(SEM) and Exploratory Factor Analysis test were employed on 333 homestay operators and it
was found that the operators may gain various benefits in the form of economic, social, cultural
as well as environmental conservation while participating in homestay development operations.
Kimaiga, R.K. (2011), in his research titled “Homestay Tourist Accommodation as a Tool for
Socio-Economic Wellbeing of Rural Communities in Kenya: A Case of Taita Taveta County
(thesis)” sought to put forward the homestay concept, identify motivational factors of the
operators, its socio-economic benefits to the host families and also the factors influencing tourist
choice of homestay. Based on the primary and secondary data collected, the study revealed that
income being the major motivational factor influencing participation of the homestay operators.
Homestay tourist accommodation was found to be a significant means of boosting the socio-
economic wellbeing of rural people but to benefit fully the local people need to be trained with
the basic knowledge and skills. The study also recommends that the destination marketer and the
homestay operators should take into consideration the factors influencing tourist choice of
homestay in Kenya.
Macek, I.C. (2012), created an evaluation matrix to determine the suitability of developing a
homestay program in his thesis titled “Homestays as Livelihood Strategies in Rural Economies:
The case of Johar Valley, Uttarakhand, India”. The evaluation matrix developed for this thesis
indicated that a phased, multi-village homestay model would be suitable for the study area. The
scores from the developed tool recommended that the program be initiated in Milam and
Burphu, and incrementally work its way towards Munsiyari. The case studies from Ladakh and
Sarmoli demonstrated that the village leaders with a strong vision and collaborative partnerships
can create a successful homestay model. The study also recommended that the villages would
benefit from first-aid training and workshops on developing educational demonstrations in the
Johar Valley of Uttarakhand.
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The research conducted by Karlsson, R. (2009), in his thesis titled “Homework before
homestay- The importance of host-training for sustainable tourism development” (thesis) aims
to explore the impacts of homestay and the importance of host-training on sustainable tourism
development. The study identified that the respective hosts do not possess the required skills and
knowledge for the homestay concept. It was observed that the hosts lack confidence when it
comes to hosting and this causes lack of opportunity for guests to experience the host culture and
daily lifestyle. The findings concluded the need of financial assistance by the Government
alongwith the required host-training for an effective sustainable tourism development.
Acharya B.P. (2013), in his thesis titled “Homestays as an Alternative Tourism Product for
Sustainable Community Development: A Case Study of Women-Managed Tourism Product in
Rural Nepal” discusses a case study of Barpak, proposing homestays as a pro-women tourism
opportunity that promotes sustainable community development by fostering gender equality in
rural Nepal. Endowed with naturally beautiful rural hills and mountains, its indigenous
communities with their mystical lifestyle and culture, the study suggests homestays are
congruent with Nepal’s destination image. Moreover, this paper also highlights that women-
managed homestays are a means of income generating avenues with overall development of the
women community in the study area
Tourists’ Viewpoint
Ismail M.,Hanafiah, M., Aminuddin, N., and Mustafa, N. (2016), in their paper “Community-
Based Homestay Service Quality, Visitor Satisfaction, and Behavioral Intention” investigate the
relationship between the current homestay service quality, visitor satisfaction and future
behavioral intention. The results provided evidence of positive and significant relationship
among the service quality, visitor satisfaction and behavioral intention. Furthermore, they found
that visitor satisfaction has a significant moderating effect on the relationship between
community-based homestay service quality and behavioral intention.
Navare P.S. and Mali.S. highlights in their paper,“Homestays-An Emerging Accomodation
preference for travellers in India” the demand among the tourists for homestay as a means of
accommodation. The study was conducted on 60 travellers approached via travel agents in Pune
and Mumbai which provided the researcher with the insight that tourist perceives homestay
accommodation is an excellent way of experiencing the authentic style of living of a vacation.
Biswakarma G., in his research titled, “When small things are impressive” Tourist Satisfaction
towards Homestay in Nepal” looks into the perspectives of tourist satisfaction and their impacts
on the tourism attributes while availing homestay tourism in Nepal. The study was carried out
through a self designed instrument based on a 5 point Likert-type scale. Though 26 manifests
variables were developed based on four aspects of homestay tourism destination, Post
Exploratory Factor Analysis indicates 22 variables as important with 5 attributes of homestay
destination namely: Local lifestyle-costumes, Cultural performance, Reception, Local cuisine &
Accommodation, Amenities & Safety . Out of the five factors, hospitality (reception) was found
to have greater impact on tourists satisfaction followed by amenities & safety, local cuisine &
accommodation, local lifestyle & costumes and Cultural performance.
Hu Yi-Chung, Wang Jen-Hung and Wang Ru-Yu (2012), in his paper titled “Evaluating the
Performance of Taiwan Homestay Using Analytic Network Process” has developed and
constructed a set of tailor-made evaluation indicators taking into account the previous literatures
and expert interviews. For the evaluation alternative, two homestays (Homestay A and
Homestay B) were selected and their lodging guests were chosen as the research objects. It was
found from the study that surroundings and features of the buildings, service quality and
homestay operation and management were considered the key aspects to both homestays and
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customer groups. Overall, the study concluded that the performance of both, Homestay A and
Homestay B were efficient in meeting the expectations of their respective customer groups.
Jamal S.A., Othoman, N. and Muhammad N. (2017), in his study titled “Tourist perceived
value in a community-based homestay visit: An investigation into the functional and experiential
aspect of value” analyses the functional and experiential aspects of value as perceived by
tourists while experiencing the community-based homestay tourism. Structural equation model
was performed on the sample size of 353 observations and the results indicated that alongwith
functional and experiential factors, emotional factors also plays an important determinant of the
tourist-perceived value in the context of community-based homestay tourism. It was also found
that the value dimensions addressed in the study will facilitate the host providers and marketers
in improving the value perceptions of tourists and develop better positioning strategies.
Jamaludin M., Othman N and Awang Rahmin Abdul in his research entitled “Community
Based Homestay Programme: A Personal Experience” represents a case study of the
performance of two homestay community namely;Kg.Laklok Machang and
Kg.Suri.Observation, interviews and participation were carried out informally between the
guests and the hosts to achieve the objectives of the study. The findings were derived taking into
account three perspectives of homestay programme namely; activities performed interaction
between hosts and guests and lastly the facilities so provided. It was found that both the
homestay programme had well organised activities which includes traditional games, cooking
and performances, whereas in terms of facilities both the homestay community needed
improvement. However, regarding interaction between hosts and guests, it seemed to be more
natural interaction in Kg.Laklok compared to planned interaction in Kg.Suri.
With the purpose of studying the satisfaction level of tourists towards homestay business in
Lawas Sarawak, Matthew, G. (2016) conducted a quantitative research using questionnaire
based survey in his paper titled “A Study on Tourist Satisfaction towards Homestay Services in
Lawas Sarawak”. The findings of the research indicated that homestay services were more
experience based to the tourist and provided them positive satisfaction as they could enjoy their
local way of living and make new friends during their stay.
Throughout the course of any tour, the tourists experiences invariable thoughts and feelings.
Such experiences were explored by Aziz, N.I.A., Fatimah, H. et.al (2014) in his paper,
“Exploring Tourists Experiences in Kampung Beng Homestay Programme” using
Schmitt’s(1999)experiential modules to elucidate attractions in Kampung Beng in the state of
Perak, Malaysia. Based on the survey analysis, respondents supported the potential of Kampung
Beng homestay programme as an attractive experience as it provides unique products and
services right from the arrival of guests. All of these experiences have created a positive mind
set on the tourists, thereby encouraging further consumption of the destination.
Rasoolimanesh, S.M. et. al. (2016) in his paper “Tourists’ Perceived Value and Satisfaction in
a Community-Based Homestay in the Lenggong Valley World Heritage Site” attempts to analyse
the tourists’ perceived value while experiencing community-based homestay. Perceived value
was assessed by multi- dimensional scale comprising functional, emotional and social-value
dimensions. The findings show a strong positive effect for perceived value on the satisfaction of
homestay guests. In addition, this study makes an important theoretical and methodological
contribution to both-homestay and perceived value literature by assessing perceived value as an
integrated formative construct and by examining the overall perceived value of homestay guests
on their satisfaction.
With a view to examine the relationships among perceived value, satisfaction level and
destination loyalty of tourists availing Community based tourism in Korea, Kim, K.H. and
Park (2017) conducted a study on 254 visitors of 6 CBE villages in his paper titled
“Relationships among Perceived Value, Satisfaction, and Loyalty: Community-Based
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Ecotourism in Korea” Through the structural equation model so conducted, the study indicated
positive effects on the functional, social and economic value. Furthermore, it was found that the
overall value and tourist satisfaction plays a significant role in destination loyalty.i.e.the more
satisfied a tourist is, the more loyal he is to the destination.
IX. MAJOR FINDINGS
With regard to Objective 1
The concept of Homestay is still in its nascent stage in India as compared to a much more
organized and matured stage outside India …. particularly in the developed countries as also in
the neighbouring Asian countries where the primary industry is tourism.
In many African locations too, homestay arrangements for tourists are made abundantly
available.
The organization and functioning of Homestays, in India, have been largely initiated,
monitored and governed by NGOs and Government Schemes.
In case of outside India, however, many already established players in the tourism and
accommodation sector are found to initiate and operate Homestay facilities.
Most of the Homestay arrangements, in India, belong to the rural locations and hence,
come under the purview of Rural Tourism by default. Urban homestays are yet to gain
popularity in the country which is a dire need for tourists who wish to cut down on their high
expenses on urban stays.
There can be evidenced a similar trend in the rural: urban ratio of homestay arrangements
outside India too although there are quite a few urban homestay facilities also coming up in
many “expensive” and developed countries for travelers of all categories and requirements.
It has been found that most of the Homestay facilities made available by the established
travel businesses are targeted at the luxury seeking section of travelers rather than those seeking
stay arrangements at an economical rate.
In India, some old and historical monuments, mansions and palaces have been reworked
upon and recreated in a way as to be converted into Heritage homes for luxury stays.
In many popular tourist destinations of India, PPP (Public Private Partnership) models
have been developed in and around the prime tourist spot. It has been observed that the tourism
players in the prime tourist spot (say Gangtok in Sikkim) have collaborated with the local
residents of neighbouring rural areas (like Changlang, Nathula, etc) to make for stay and dine
arrangements at the places of visit included in the tourist itinerary.
With regard to Objective 2
Internal and external challenges like incompetent community participants, lack in
experience and knowledge, lack in creativity and skills, reluctance to take risks, exploitation by
outside parties, lack of efficient networking are some common hindrances in the functioning of
homestays both within and outside the country.
The actual process of decision making depends heavily on political networks. As a result,
the poorer segments are excluded/left behind from participating in the homestay programme.
Thus, though homestay tourism is perceived as a developmental tool, yet it remains vulnerable
due to political interference.
The operators may gain various benefits in the form of economic, social, cultural as well
as environmental conservation while participating in homestay development operations;
however, provided that the lion’s share of the income and profits earned by homestay facilities is
passed on to the property owners.
It plays a significant role in sustainable development and contributes towards economic
and social sustainability by treasuring local culture and tradition. All that is required is capacity
development, basic infrastructure and well-framed government mechanism
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Homestay tourist accommodation was found to be a significant means of boosting the
socio-economic wellbeing of rural people but to benefit fully the local people need to be trained
with the basic knowledge and skills. Destination marketers and the homestay operators should
take into consideration the factors influencing tourist choice of homestay. This is often
overlooked owing to the strong undercurrent of fast and big profits.
Studies revealed that the village leaders with a strong vision and collaborative
partnerships can create a successful homestay model. The villages would largely benefit from
first-aid training and workshops on developing educational demonstrations. However, in
practice, such foresight and enterprising spirit is hard to come by amidst village heads and
leaders.
It was observed that the hosts lack confidence when it comes to hosting and this causes
lack of opportunity for guests to experience the host culture and daily lifestyle.
The findings were also indicative of the need of financial assistance by the Government
alongwith the required host-training for an effective sustainable tourism development.
Homestays were found to promotes sustainable community development by fostering
gender equality in rural Nepal. However, most government, NGO, private initiatives at
developing homestays have been found to ignore this dimension of gender based empowerment.
Visitor satisfaction has been found to have a significant moderating effect on the
relationship between community-based homestay service quality and behavioral intention.
Tourists perceive homestay accommodation as an excellent way of experiencing the
authentic style of living of a vacation.
Amongst the factors most influential in creating a positive homestay experience for
tourists, physical infrastructure takes top priority followed by cuisine, emotional connect and
activities offered.
The gap between perceived value and delivered value in homestay experience plays a
crucial role in determining success and sustainability of homestays.
X. RECOMMENDATIONS
So as to mitigate the wide gap between the tourists and the homestay providers, intended at bringing in a win
– win stand for both parties, it is required that there is some kind of a direct connect developed between both.
While, on the one hand, this will cut down on the intermediate costs associated with intermediaries borne by the
tourists; on the other hand, it will ensure that the rightful beneficiaries (i.e. the property owners and grassroot
level service providers) of homestay arrangements get their due share of profit without any fear of being
exploited by the larger and more established players of the industry. Based on the findings of the study, the
following recommendations have been forwarded in respect of creating a Consortium for Residency Tourism,
which would be a step ahead in Homestay Tourism:
Such models and designs of “direct connect” may be given life via extensive use of basic
technologies like tele bookings aided by a directory of homestay hosts spread over different locations of
the nation and/or globe, mobile apps, online social networks and self designed websites and pages on
the World Wide Web.
This would necessitate complimentary and supplementary mention and action in so far as the
design and implementation of Government and Semi-Government policies and Schemes are concerned;
particularly with regard to the provision for free or low cost training to the prospective and existing
local homestay facilitators, and the provision for zero/low interest loans and grants to them against start
ups and working capital.
Moreover, Government support in terms of development and maintenance of road and
conveyance infrastructure as also in terms of techno connectivity (as in fast and consistent network
connectivity) is also a felt necessity for such businesses to flourish in the long run.
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Also, the guarantee and assurance of safety and security of life and property of both the tourists
and the facilitators is to be looked into by the concerned authorities (like local town and village
committees, police and vigilance offices, etc) by way of verification of the identity and criminal records
(if any) of the parties at stake before and during their entering into any residential agreement.
Nonprofit organizations, having the requisite core competencies and expertise, may come
forward to create the “direct connect” for the greater social good and economic development.
The tentative model(s) so designed need to incorporate a facet whereby both the operators as
well the tourists are given liberties towards their decision as to stay or not to stay, when to host/stay
and/or when not to and so on so forth.
The design(s) in this respect should see to it that such initiatives finally lead to the development of a
distinctive community of homestay owners (who themselves are the service providers) and tourists just
like the existence of social networking internet communities who enjoy open access to making friends
from across the globe.
XI. CONCLUSION
While there has been evidenced some growth in the development and operations of homestays across the
country and abroad, there remains much scope for improvement and further growth in this sphere. While
considerable degree of employment opportunities and income generation (amidst the locals of a place) have
been made possible due to the emergence of homestays in many rural locations, similar initiatives are expected
to grow in the urban tourist locations as well. The latter stands justified as urban destinations are generally
costlier as compared to rural locations and hence, tends to burn deeper into the pockets of tourists. This fact
makes it quite challenging for the budget travelers to explore urban destinations. On the other hand, for the
property owners, particularly the naïve rural residents, to be better able to earn out of homestays, mechanisms
need to be developed that ensure a direct linkage between facilitators and prospective travelers with some
amount of guaranteed security to both parties. These two dimensions taken into consideration, homestays tend
to be the promising new face of the future tourism industry.
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