Main Article Content
With the rapid development of homestay accommodation, it is urgent to study the mechanism of satisfaction of guests as customers. We used value cocreation theory to explore customer participation and host–customer interaction as antecedents of customer perceived value, and how this then influenced their satisfaction. We analyzed data from 344 homestay guests using partial least squares regression and bootstrapping analysis. The results show that customer participation and host–customer interaction affected customers’ perception of the functional, emotional, and social value of the homestay experience. Furthermore, perceived functional, emotional, and social value mediated the relationships of customer participation, host–customer interaction, and customer satisfaction. Our results have implications for the improvement of customer satisfaction.