| Summary: | AbstractThis study explores the factors influencing safe and relaxed atmosphere (SRA), homestay business management (HBM), and cultural and natural values (CNV) in rural tourism and homestay experiences. Data were collected through cluster sampling of tourists and homestay hosts, and structural equation modelling was used for analysis. The findings highlight the significance of specific factors in shaping SRA, HBM, and CNV. Homestay hosts’ care and safety, the effectiveness of the management committee, and the attractiveness of local products and attractions contribute significantly to rural accommodations’ success. Moreover, preserving natural resources and the environment is vital for enhancing the appeal and sustainability of the homestay experience. These implications are crucial for policymakers, local communities, and businesses in rural tourism. Focusing on these key factors can enhance accommodations, encourage community involvement, and protect natural and cultural assets. These outcomes lead to more sustainable and enjoyable tourist experiences, benefit the local economy, and promote resource conservation. This research offers valuable insights into the relationships between observed variables and constructs, providing targeted strategies for sustainable tourism development. By aligning efforts, stakeholders can offer authentic and immersive experiences. This study helps advance rural tourism by identifying key determinants and emphasising responsible industry practices.
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