Demand–supply co-evolution in ethnic homestay tourism: A stakeholder-based, mixed-methods analysis

Wang Qiong, Erose Sthapit, Brian Garrod, Eugene Cheng-Xi Aw, School of Economics and Management, Chongqing University of Arts and Sciences, Department of Marketing, International Business, Manchester Metropolitan University, School of Hospitality and Tourism Management, Sunway University, School of Management, Swansea University, Centre for Business Informatics and Industrial Management, UCSI Graduate Business School, UCSI University, Kuala Lumpur, Faculty of International Tourism and Management, City University of Macau

Tourism and Hospitality Research

Published online on December 08, 2025

Abstract

Tourism and Hospitality Research, Ahead of Print.
Rural tourism in China has grown rapidly under national rural revitalisation policies, leading to a surge in interest in ethnic homestay accommodation. Despite this growth, a persistent mismatch between tourist demand and host supply poses challenges to ...