TOURIST SATISFACTION IN HOMESTAY BUSINESSES IN UTTARAKHAND: KEY DRIVERS AND IMPLICATIONS FOR SUSTAINABLE DEVELOPMENT

Abstract

This paper aims to explore the antecedents that determine tourist satisfaction in homestay businesses in Uttarakhand, India, specifically the service quality, cultural tourism, and sustainability. The study is based on data collected through 250 respondents in the Garhwal and Kumaon areas; thus, it considers a mixed-method research approach based on the thematic coding of both quantitative and qualitative research. The results indicate that the quality of hospitality services such as cleanliness, responsiveness of the staff, and provision of necessary facilities have a direct relationship with the satisfaction of the tourists (H1). Additionally, cultural and local experiential marketing aspects, such as food availability and human relations, have a positive impact on the experience of the tourist as a whole (H 2 ). Properly applied waste management practices and pro-environmental activities do not only increase satisfaction, but also strengthen environmental stewardship. The regional analysis shows that Garhwal is doing better than Kumaon; therefore, more resources should be budgeted in the later region. The paper also highlights the critical role of homestays in promoting sustainable tourism since they combine quality services, intensified cultural experience, and well-developed environmental conservation strategies. Some of the recommendations aim at strengthening the service delivery, standardization of cultural products and promotion of sustainable tourism, which will improve customer satisfaction and improve the rural economy.