Rural Tourist Hosts’ and their Personality Traits. An Empirical Study of the Five-Factor Model of Personality Traits on Homestay Entrepreneurship Intention

Abstract

Homestay entrepreneurship is a significant and vital type of entrepreneurial venture that takes place in rural areas with tourism potential. Homestay has yielded economic, social, and cultural advantages for the owners, as well as fostering comprehensive development in the surrounding communities. This study analysed the effect of the Big Five personality traits, namely 1) agreeableness, 2) conscientiousness, 3) extroversion, 4) neuroticism, and 5) openness to experience, on the homestay entrepreneurship intention of the homestay owners. Exploratory factor analysis and confirmatory factor analysis have been used, showing the structural equation model of the analysis. The results of the structural equation modeling confirmed a positive impact (except neuroticism) of the Big Five personality traits on homestay intention. Findings of this study suggest that homestay entrepreneurs cannot be considered in line with other entrepreneurs, as the results revealed that the impact of agreeableness and openness to experience on homestay entrepreneurship intention was positive and significant. Neuroticism had a significant negative effect while conscientiousness and extroversion had a positive but statistically insignificant effect on homestay intention. Homestay entrepreneurs do not adhere to the normal personality traits of an entrepreneur as shown in prior studies concerning entrepreneurs in other the hospitality industry (hotels, resorts, lodges). This study helps to bring in empirical evidence that the nature of homestay entrepreneurship is anti-commercial hospitality and homestay owners are mostly situational or social entrepreneurs.