HOMESTAY CHARM: UNVEILING KEY DRIVERS OF REVISIT INTENTIONS IN MALAYSIA

Abstract

This study examines factors that affect revisiting Malaysia's homestay intention, a key segment of the country's tourism industry. The research examines how service quality dimensions, particularly tangibility, reliability, responsiveness, assurance, and empathy, affect tourism's willingness to return to accommodation. The SERVQUAL model was used to conduct surveys of 150 respondents and analyse the data using SPSS software. The results show that tangibility and empathy significantly impact the revisitation of intentions, but other dimensions have no significant impact. The study provides useful insights for home-based operators and policymakers, suggesting that improving tangible aspects and sympathy for customers can effectively drive customer loyalty. By focusing on these important factors, the housing sector can better meet the expectations of tourists and contribute to Malaysia's sustainable tourism development. Future research may extend the scope of research to other variables and different demographic contexts, further enriching the understanding of the purpose of reconsideration in this area.