Measurement Models of Tourists’ Value Perception in Standardized Vernacular Homestay in Malaysia: A Study of Walai Tokou, Kampung Sinisian
DOI:
https://doi.org/10.56261/built.v22.251186Keywords:
Measurement Model, Standardized Vernacular Homestay, Tourists’ Perceived Value, Walai Tokou, MalaysiaAbstract
The study sought to analyze the impact of Vernacular Homestay on tourists by evaluating their perceptions of value and the distinctive attributes of this lodging arrangement. The above was done by creating measurement models to assess tourists' perception of value. The Sinisian village in Kundasang has been selected as Malaysia's official model for vernacular homestays. The study examined 316 samples of individuals who resided in homestay accommodations. The measuring model of tourists' value perception was validated through the use of exploratory factor analysis (EFA) and confirmatory factor analysis (CFA). The findings indicated that the most prominent characteristics, ranked in decreasing order of importance, were accommodation, interactions between hosts and guests, promotional strategies in marketing, aspects related to society and the environment, various activities, and cultural traditions. Meanwhile, the latent variables demonstrate an internal composition defined by patterns and structures that closely resemble the reported attributes of the variable. To summarize, standardized vernacular homestays in Malaysia should strive to achieve a harmonic balance between convenience and cultural authenticity to enhance the overall experience. It is crucial to highlight the significance of reflecting vernacular architecture, providing essential amenities, maintaining the original local identity, developing effective communication and safety regulations, employing distinctive marketing strategies, prioritizing sustainability, offering various activities, and demonstrating respect for local customs. Collectively, these characteristics augment the perceived worth of tourists.
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