Perceived service quality mediates the effect of physical servicescape on tourists’ intention to stay in rural homestays
Abstract 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...
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| Language: | English |
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Nature Portfolio
2025-08-01
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| Series: | Scientific Reports |
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| Online Access: | https://doi.org/10.1038/s41598-025-14695-5 |
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| author | Yi Yang Lijin Wang Jiaqi Yan |
| author_facet | Yi Yang Lijin Wang Jiaqi Yan |
| author_sort | Yi Yang |
| collection | DOAJ |
| description | Abstract 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. |
| format | Article |
| id | doaj-art-38d4f16fea1b4b01b93f3f56b7dfdaa0 |
| institution | DOAJ |
| issn | 2045-2322 |
| language | English |
| publishDate | 2025-08-01 |
| publisher | Nature Portfolio |
| record_format | Article |
| series | Scientific Reports |
| spelling | doaj-art-38d4f16fea1b4b01b93f3f56b7dfdaa02025-08-20T03:05:27ZengNature PortfolioScientific Reports2045-23222025-08-0115111210.1038/s41598-025-14695-5Perceived service quality mediates the effect of physical servicescape on tourists’ intention to stay in rural homestaysYi Yang0Lijin Wang1Jiaqi Yan2School of Economic and Trade Management, Anhui Vocational College of Defense TechnologySchool of Hospitality Management and Culinary Arts, Shanghai Institute of TourismGraduate School of Management, Management and Science UniversityAbstract 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.https://doi.org/10.1038/s41598-025-14695-5Rural homestaysPhysical servicescapePerceived service qualityTourists’ revisiting intention |
| spellingShingle | Yi Yang Lijin Wang Jiaqi Yan Perceived service quality mediates the effect of physical servicescape on tourists’ intention to stay in rural homestays Scientific Reports Rural homestays Physical servicescape Perceived service quality Tourists’ revisiting intention |
| title | Perceived service quality mediates the effect of physical servicescape on tourists’ intention to stay in rural homestays |
| title_full | Perceived service quality mediates the effect of physical servicescape on tourists’ intention to stay in rural homestays |
| title_fullStr | Perceived service quality mediates the effect of physical servicescape on tourists’ intention to stay in rural homestays |
| title_full_unstemmed | Perceived service quality mediates the effect of physical servicescape on tourists’ intention to stay in rural homestays |
| title_short | Perceived service quality mediates the effect of physical servicescape on tourists’ intention to stay in rural homestays |
| title_sort | perceived service quality mediates the effect of physical servicescape on tourists intention to stay in rural homestays |
| topic | Rural homestays Physical servicescape Perceived service quality Tourists’ revisiting intention |
| url | https://doi.org/10.1038/s41598-025-14695-5 |
| work_keys_str_mv | AT yiyang perceivedservicequalitymediatestheeffectofphysicalservicescapeontouristsintentiontostayinruralhomestays AT lijinwang perceivedservicequalitymediatestheeffectofphysicalservicescapeontouristsintentiontostayinruralhomestays AT jiaqiyan perceivedservicequalitymediatestheeffectofphysicalservicescapeontouristsintentiontostayinruralhomestays |