Siyang Wang Ph.D candidate, College of Graduate Studies, Walailak University, 222 Thaiburi, Thasala, Nakhon Si Thammarat, 80160, Thailand, Lecturer,Guangxi Normal University, Guilin, Guangxi, 541000, China.
Email: emiliedida666@126.com
Onanong Cheablam Associate Professor, School of Management, Walailak University, 222 Thaiburi, Thasala, Nakhon Si Thammarat, 80160, Thailand.
Email: conanong64@gmail.com

Abstract:

This study explores the influence of "Host-Guest interactions" on visitors' pro-ecological behaviours within the context of rural bed and breakfast (B&B) tourism. The research further examines how visitors' perceptions of value and their commitment to a location mediate this relationship. The subjects of the study were individuals staying at B&Bs in the Yangshuo cluster of China. A total of 401 data points collected through a questionnaire were analysed using Amos. The results indicated that "guest-host interaction" had a significant effect on visitors' perceived value, which subsequently enhanced their attachment to the location. The study also revealed that these interactions indirectly fostered pro-ecological behaviours among visitors through the development of a sense of value and loyalty to the property. While few studies have sought to connect the practices of "guest-host interactions" at B&Bs with the environmentally conscious actions of visitors, this research contributes to this area. It opens new avenues for investigating the critical role of interaction behaviours in improving the surrounding environment. The findings may assist management in addressing the growing ecological concerns in popular tourist destinations by creating an atmosphere that encourages guests to engage in environmentally responsible activities.

Keywords:Guest-Host Interaction, Perceived Value, City-Based B&B Tourism, Place Attachment, Pro-Ecological Behaviour.