The influence of perceived benefits on young Malaysian Facebook users’ homestay reservation intention / Phang Ing @ Grace, Zaiton Bt. Osman and Tania Imboh Ak Stephen Arin

Ing, Grace Phang and Osman, Zaiton and Stephen Arin, Tania Imboh (2017) The influence of perceived benefits on young Malaysian Facebook users’ homestay reservation intention / Phang Ing @ Grace, Zaiton Bt. Osman and Tania Imboh Ak Stephen Arin. International Journal of Service Management and Sustainability (IJSMS), 2 (2). pp. 1-18. ISSN 2550-1569

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Abstract

Portrayed as a rural hospitality product with unique Malaysian appeal, consumers’ intention to reserve a homestay could be very different from other lodging options. Unfortunately, empirical studies on homestay are insufficient, particularly in the Malaysian context. This paper aimed to examine how the Malaysian young adult’s intention to make a homestay reservation via social media platform such as Facebook, is influenced by perceived benefits. Utilizing structural equation modelling, the findings supported the influences of perceived functional, hedonic, social and monetary benefits on homestay reservation intention. Interestingly, psychological benefit was found to have a significant but negative relationship with reservation intention. This could be attributed to the unique characteristics of homestay which require active participation from both the customers and the homestay hosts. Compared to similarity, belonging and affiliation, young consumers preferred uniqueness and differences in the hosts’ cultures and lifestyles. The findings suggested the Facebook to be an effective tool for homestay operators. The promotional campaigns stress that the point of differences could be more effective and attractive to the young consumers.

Metadata

Item Type: Article
Creators:
Creators
Email
Ing, Grace Phang
gracep@ums.edu.my
Osman, Zaiton
zaiosman@ums.edu.y
Stephen Arin, Tania Imboh
stania1509@hotmail.com
Subjects: H Social Sciences > HB Economic Theory. Demography > Economics
H Social Sciences > HB Economic Theory. Demography > Entrepreneurship. Risk and uncertainty
H Social Sciences > HD Industries. Land use. Labor > Service industries
H Social Sciences > HE Transportation and Communications > Online information services industry. Including Internet service providers
T Technology > T Technology (General) > Industrial research. Research and development
T Technology > T Technology (General) > Information technology. Information systems
Divisions: Universiti Teknologi MARA, Sarawak > Kota Samarahan Campus
Journal or Publication Title: International Journal of Service Management and Sustainability (IJSMS)
UiTM Journal Collections: UiTM Journal > International Journal of Service Management and Sustainability (IJSMS)
ISSN: 2550-1569
Volume: 2
Number: 2
Page Range: pp. 1-18
Official URL: http://ijsmssarawak.com/ijsms_vol_2_2/43-60%20The%...
Item ID: 33955
Uncontrolled Keywords: Facebook, perceived benefits, reservation intention, young adults, homestay.
URI: https://ir.uitm.edu.my/id/eprint/33955

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33955

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