earticle

영어

This study tried to define the characteristic of Home stay targeting foreigners, which have sharply risen among alternative accomodations, and to research how the pre-perceived image and quality influence attitudes and consumer value toward Home stay. Highlighting alternative accomodations itself is significant that former studies mainly focused on hotels. Foreign tourists desire memorable experience family-intimacy and the local culture with the host through the stay which they can hardly get from hotel or other accommodations. The implications of the study are as follows : First, the pre-image of the Home stay does affect tourists’ perception on quality and value of the accommodations. Between the images, intimacy maintains bigger portion. Second, systematical supplementation is required for enhancing safety management level, which is the most important element of perceived quality. Considering 'Home stay insurance' may be a meaningful option. Third, perceived service quality affects perceived values and attitudes. Therefore, the 'diplomatic' host may be required. As a result, the main objective of this study is to provide a new marketing perspective that can be used to reinforce customer service, and to suggest effective ways on increasing the effectiveness of the proposed Home stay. In this study, only Chinese tourists were focused, and difference among various types of accomodations(e. g. guest house, youth hostel) were not considered.