Constructing Model Estimating International Tourist’S Satisfaction Using Homestay In Hoi An

Homestay accommodation is a term with specific cultural associations such as private homes, interaction with a host or host-family, sharing of space. In Hoi An, homestays have strongly increased in quality, attracted more and more guests staying and hugely contributed to the provincial tourism revenue from 2006 to now. However, many homestays have not effectively operated yet. Therefore, in order to increase the number of home stayers and attract more visitors revisit to Hoi An, the study researched factors that affecting international visitors’ homestay satisfaction in Hoi An. The study was conducted on both forms of the qualitative and quantitative research through the two-step discovery and formal study. Based on discovery research, we used the cronbach alpha reliability index and the exploration factor analysis (EFA) to evaluate and adjust the discovery scale. Then, the reliability of the scale and theoretical model was verified by confirmatory factor analysis (CFA) and structural equation modeling (SEM). The results of this study are (1) exploring factors which influence tourists’ homestay satisfaction, and (2) suggesting some solutions for Hoi An city and homestay operators in attracting more tourist returning.