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Demand–supply co-evolution in ethnic homestay tourism: A stakeholder-based, mixed-methods analysis

Wang Qiong, Erose Sthapit Orcid Logo, Brian Garrod Orcid Logo, Eugene Cheng-Xi Aw

Tourism and Hospitality Research

Swansea University Author: Brian Garrod Orcid Logo

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DOI (Published version): 10.1177/14673584251407056

Abstract

Rural tourism in China has grown rapidly under national rural revitalisation policies, leading to a surge in interest in ethnic homestay accommodation. Despite this growth, a persistent mismatch between tourist demand and host supply poses challenges to sustainable development in these destinations....

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Published in: Tourism and Hospitality Research
ISSN: 1467-3584 1742-9692
Published: SAGE Publications 2025
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URI: https://cronfa.swan.ac.uk/Record/cronfa71023
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last_indexed 2026-01-13T05:32:15Z
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spelling 2026-01-12T11:29:55.8420970 v2 71023 2025-11-28 Demand–supply co-evolution in ethnic homestay tourism: A stakeholder-based, mixed-methods analysis 4f81981d78ed3082b232463da24d1bb9 0000-0002-5468-6816 Brian Garrod Brian Garrod true false 2025-11-28 CBAE Rural tourism in China has grown rapidly under national rural revitalisation policies, leading to a surge in interest in ethnic homestay accommodation. Despite this growth, a persistent mismatch between tourist demand and host supply poses challenges to sustainable development in these destinations. This study employs a mixed-methods approach to examine the co-evolutionary relationship between supply and demand in ethnic homestay tourism. Data were gathered from 412 tourists and 303 homestay operators using a questionnaire, and from 30 in-depth interviews with homestay operators, in Xijiang Miao Village, a leading ethnic tourism destination in China. The results indicate that perceived value and experience quality significantly enhance tourists’ overall satisfaction and perceptions of symbiotic development, with experience quality functioning as a mediating factor. Tourist satisfaction exerts a strong positive influence on perceived symbiotic development. Despite these positive relationships, notable supply–demand imbalances persist, highlighting the necessity for adaptive and context-sensitive operational strategies. This study extends perceived value theory in the context of ethnic tourism and proposes a value–experience–satisfaction–symbiosis pathway. The practical implications of this study focus on prioritizing emotional and efficiency value, enhancing communication channels, and promoting participatory cultural experiences. Policymakers and tourism platforms are encouraged to support these practices to foster sustainable and co-creative rural tourism development, equipping them with actionable insights. Journal Article Tourism and Hospitality Research 0 SAGE Publications 1467-3584 1742-9692 ethnic homestay tourism; perceived value; experience quality; tourist satisfaction; symbiotic development; mixed-methods research 8 12 2025 2025-12-08 10.1177/14673584251407056 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University Another institution paid the OA fee This research was supported by the Chongqing University of Arts and Sciences Foundation Project (Grant No. Y2023LY05). Project Name: Talents Training Program (Tower-based Plan), General (Special) Project of Chongqing University of Arts and Sciences. Project Title: Construction of a Symbiotic System of Rural Homestays in Chongqing under the Context of Rural Tourism. 2026-01-12T11:29:55.8420970 2025-11-28T14:52:49.1799078 Faculty of Humanities and Social Sciences School of Management - Business Management Wang Qiong 1 Erose Sthapit 0000-0002-1650-3900 2 Brian Garrod 0000-0002-5468-6816 3 Eugene Cheng-Xi Aw 4 71023__35958__81b433d9ef1a473eac15e8041af06048.pdf 71023.VoR.pdf 2026-01-12T11:24:28.6845473 Output 946605 application/pdf Version of Record true © The Author(s) 2025. This article is distributed under the terms of the Creative Commons Attribution 4.0 License. true eng https://creativecommons.org/licenses/by/4.0/
title Demand–supply co-evolution in ethnic homestay tourism: A stakeholder-based, mixed-methods analysis
spellingShingle Demand–supply co-evolution in ethnic homestay tourism: A stakeholder-based, mixed-methods analysis
Brian Garrod
title_short Demand–supply co-evolution in ethnic homestay tourism: A stakeholder-based, mixed-methods analysis
title_full Demand–supply co-evolution in ethnic homestay tourism: A stakeholder-based, mixed-methods analysis
title_fullStr Demand–supply co-evolution in ethnic homestay tourism: A stakeholder-based, mixed-methods analysis
title_full_unstemmed Demand–supply co-evolution in ethnic homestay tourism: A stakeholder-based, mixed-methods analysis
title_sort Demand–supply co-evolution in ethnic homestay tourism: A stakeholder-based, mixed-methods analysis
author_id_str_mv 4f81981d78ed3082b232463da24d1bb9
author_id_fullname_str_mv 4f81981d78ed3082b232463da24d1bb9_***_Brian Garrod
author Brian Garrod
author2 Wang Qiong
Erose Sthapit
Brian Garrod
Eugene Cheng-Xi Aw
format Journal article
container_title Tourism and Hospitality Research
container_volume 0
publishDate 2025
institution Swansea University
issn 1467-3584
1742-9692
doi_str_mv 10.1177/14673584251407056
publisher SAGE Publications
college_str Faculty of Humanities and Social Sciences
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hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description Rural tourism in China has grown rapidly under national rural revitalisation policies, leading to a surge in interest in ethnic homestay accommodation. Despite this growth, a persistent mismatch between tourist demand and host supply poses challenges to sustainable development in these destinations. This study employs a mixed-methods approach to examine the co-evolutionary relationship between supply and demand in ethnic homestay tourism. Data were gathered from 412 tourists and 303 homestay operators using a questionnaire, and from 30 in-depth interviews with homestay operators, in Xijiang Miao Village, a leading ethnic tourism destination in China. The results indicate that perceived value and experience quality significantly enhance tourists’ overall satisfaction and perceptions of symbiotic development, with experience quality functioning as a mediating factor. Tourist satisfaction exerts a strong positive influence on perceived symbiotic development. Despite these positive relationships, notable supply–demand imbalances persist, highlighting the necessity for adaptive and context-sensitive operational strategies. This study extends perceived value theory in the context of ethnic tourism and proposes a value–experience–satisfaction–symbiosis pathway. The practical implications of this study focus on prioritizing emotional and efficiency value, enhancing communication channels, and promoting participatory cultural experiences. Policymakers and tourism platforms are encouraged to support these practices to foster sustainable and co-creative rural tourism development, equipping them with actionable insights.
published_date 2025-12-08T05:34:13Z
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