THE EFFECT OF CO-CREATION EXPERIENCE ON TOURISTS' REVISIT INTENTION WITHIN HOMESTAYS

Abstract

In response to the rapid development of tourism and the increasing demand for personalized experiences, this study examines how co-creation experience (CCE), comprising co-creation behavior (CCB) and experiencescape (EXP), influences tourists’ revisit intentions (RI) within the homestay sector, a key component of modern travel. In an increasingly competitive market, understanding these relationships is critical. This study employed a quantitative and deductive approach. Data were collected from 260 homestay visitors, aged 20 to 60 years old, using a questionnaire and analyzed through multiple linear regression. The findings revealed that both CCB and EXP significantly affect RI, but CCB had a stronger positive impact on RI than EXP. In conclusion, the findings highlight the significance of engaging tourists in co-creation activities and providing immersive experiences in order to encourage them to revisit the homestay. The study offers practical strategies for homestay operators to boost revisit intentions and contributes to the theoretical understanding of CCE, while also suggesting directions for future research.