การรับรู้คุณค่ามาตรฐานโฮมสเตย์พื้นถิ่นอาเซียนในกัมพูชา

Abstract

The main objectives of this study were to investigate the construct validity of a measurement scale for tourists’ perceived value on the ASEAN vernacular homestay standard, when considering the ASEAN homestay standard, including the vernacular accommodations in the Cambodian Chi Phat community-based ecotourism center, in Koh Kong Province. This homestay is confirmed to three-main homestay qualifications (1) ASEAN standard homestay, (2) Cambodian standard homestay and (3) named in the official ASEAN tourism website. The sampling was performed using the stratified random sampling technique with tourists. An exploratory factor analysis was used to explore the factors, while a confirmatory factor analysis and structural equation modeling procedure were performed to assess the factor structure. The results indicate that the host-guest interaction factor is the most important determinant of the perceived value of the ASEAN vernacular homestay tourism, followed by social & environmental management, activities, amenities, marketing management, and accommodation. It is therefore recommended that homestay providers, homestay leaders, and local governments should pay attention to the order of importance of these value dimensions to increase the overall tourists’ perceived value as well as to better develop the position strategies and to preserve the authenticity of this ASEAN tourism niche.