Homestay experience and eWOM among Generation Z tourists: The role of guest delight, guest satisfaction, and the need for uniqueness

This research examines the relationship between homestay experiences, guest delight, guest satisfaction, and electronic word-of-mouth (eWOM) intention among Generation Z tourists with the need for uniqueness taking a moderating role. Data was collected from 223 young travellers who experienced homestay tourism in Vietnam. A partial least-squares structural equation modelling approach was employed to explore the relationships between the variables. The results showed that guest homestay experiences significantly influence guest delight, satisfaction, and eWOM. Guest delight also partially mediates the impact of the homestay experience on guest eWOM. The relationship between guest experience and guest delight is significantly moderated by customer need for uniqueness. In addition, the need for uniqueness also significantly enhances the impact of guest delight on eWOM intention. The study enriches the body of knowledge on guest experience, guest delight, guest needs for uniqueness, and eWOM intention in the context of homestay services. The theoretical and managerial contributions are also discussed.