Revisiting Value and Satisfaction in Sustainable Homestay Tourism: Evidence from Southwest Nigeria

Abstract

Homestay tourism is increasingly recognised as a pathway to sustainable tourism development, especially in community-based destinations. This study examines the roles of local community attitudes and environmental sustainability in shaping perceived value and tourist satisfaction within Nigerian homestay tourism. Using a cross-sectional survey design, data were collected from 386 homestay tourists across south-western Nigeria and analysed with Partial Least Squares Structural Equation Modelling (PLS-SEM). The results reveal that local community attitude significantly boosts tourists’ perceived value, while environmental sustainability positively influences both perceived value and tourist satisfaction. However, perceived value does not strongly predict tourist satisfaction, and the moderating effect of community attitude on the relationship between value and satisfaction appears weak. This study contributes to the literature by integrating and extending the Theory of Planned Behaviour (TPB) beyond behavioural intention, demonstrating its relevance to understanding the formation of value–satisfaction in community-based tourism. It also challenges dominant tourism assumptions by showing that perceived value may serve as a supporting rather than primary determinant of satisfaction in rural homestay settings. In practice, the findings suggest that homestay operators and policymakers should focus on environmental sustainability practices and on enhancing experiential service quality, rather than relying solely on value-for-money propositions. By providing context-specific evidence from sub-Saharan Africa, this study advances sustainable tourism scholarship and offers strategic insights for inclusive rural tourism development.