Understanding the influence of perceived value on Millennial tourists' revisit intentions in Indian homestays

Abstract

Perceived value is considered a crucial aspect in understanding customers' tangible actions. Existing literature has examined how different dimensions of perceived value influence a person's behavioural intention, but their impact on revisit intention has largely been overlooked. This study investigates functional, social, and emotional values influence on millennial tourists' satisfaction and revisit intention during homestay experiences in India. Analysis of survey responses from 329 millennial tourists reveals that functional and emotional value significantly affect satisfaction, whereas social value does not. Satisfaction, in turn, significantly influences revisit intention. Furthermore, gender analysis indicates that females perceive homestay experiences more positively than males. These findings have important implications for enhancing millennial tourist revisit rates, emphasising the need for tailored strategies in this context.