Collaborative Recovery: How Value Co-Creation Revives Rural Homestays Post-COVID-19

The study examines how mental fatigue among rural homestay operators post-COVID-19 negatively impacts performance and highlights the importance of value co-creation between operators, tourists, and the government to aid in recovery. While government support is crucial, active tourist participation plays a key role in mitigating mental fatigue and improving business outcomes.

A study conducted by researchers from Nanjing Forestry University, Sanjiang University, Woosuk University, and Griffith University offers a detailed examination of the challenges faced by rural homestays in China, particularly in Nanjing, after the COVID-19 pandemic and investigates the collaborative efforts necessary to ensure their sustainable recovery. The study focuses on how the mental fatigue experienced by homestay operators during the pandemic has impacted their performance and explores the roles of tourists and the government in aiding the recovery process through value co-creation.

Mental Fatigue and Its Impact on Homestay Operators

Mental fatigue, defined as a cognitive state caused by prolonged demanding activities, has become a significant issue for rural homestay operators, many of whom experienced severe stress and burnout during the pandemic. This mental exhaustion, often resulting from ongoing exposure to negative news and the challenges of managing a business under pandemic restrictions, has had a direct impact on the performance of rural homestays. The paper argues that mental fatigue leads operators to adopt a negative outlook toward their work, reducing motivation and performance. The study emphasizes the need to address this fatigue to promote the sustainable development of rural tourism in a post-pandemic world.

Key Findings from the Survey

The authors of the paper conducted a survey in 19 rural tourist destinations in Nanjing, China, gathering data from 201 homestay operators. The results revealed that mental fatigue has a clear negative effect on business performance, with operators showing decreased motivation and diminished operational results. The study draws on value co-creation theory to propose that collaboration between operators, tourists, and the government is essential for the recovery of rural homestays. This theory suggests that value is co-created through the active participation of multiple stakeholders, with each contributing to the overall success of a business. In the context of rural tourism, tourists and government bodies are seen as key contributors to the value co-creation process, which can help alleviate the psychological burdens faced by homestay operators and improve business outcomes.

Tourists as Key Players in Recovery

One of the central findings of the study is that tourist participation plays a significant role in moderating the negative effects of mental fatigue on homestay performance. Tourists who engage with operators by providing feedback, sharing ideas, and expressing their needs help create a more dynamic and responsive service environment. This engagement not only enhances the tourists’ experience but also provides valuable insights for operators, enabling them to adapt their services and innovate in ways that boost performance. By involving tourists in the co-creation of value, rural homestays can improve service quality and customer satisfaction, which, in turn, positively influences business outcomes. Additionally, the interaction between tourists and operators helps alleviate some of the psychological stress experienced by operators, as it fosters a sense of community and shared purpose.

The Limited Role of Government Support

While tourist participation has a clear moderating effect, the study finds that government support, though essential for improving overall performance, does not significantly mitigate the impact of mental fatigue on homestay operators. Government involvement, particularly through policy support and the creation of a favorable business environment, plays a direct role in enhancing homestay performance. However, its ability to address the psychological and emotional challenges faced by operators is limited. This suggests that while government policies are crucial for the macroeconomic recovery of the rural tourism industry, they are not sufficient to address the more personal and mental health issues that affect individual operators. The findings highlight the importance of a more holistic approach to recovery, one that includes both policy support and measures to improve the mental well-being of those running rural homestays.

Collaborating for Sustainable Rural Tourism Development

The research further emphasizes the unique nature of rural tourism in China, where government policies heavily influence the development and success of homestays. The study underscores the need for continued government involvement in providing financial and regulatory support to ensure the resilience of rural tourism businesses in the wake of the pandemic. However, it also points out the limitations of relying solely on government intervention, suggesting that a more nuanced approach that includes support for mental health and well-being is necessary for the sustainable development of the industry. The paper’s findings offer valuable insights into the recovery mechanisms for rural tourism in developing countries, particularly in the post-COVID-19 context. By examining the specific case of Nanjing’s rural homestay industry, the study provides practical recommendations for how operators, tourists, and governments can work together to restore performance and promote long-term sustainability. The use of value co-creation theory to analyze the recovery process offers a framework that can be applied to other contexts where rural tourism has been affected by global crises.

The study highlights the critical role of value co-creation among operators, tourists, and the government in the recovery of rural homestays. It emphasizes the need for collaborative efforts to address both the economic and psychological challenges faced by operators in the post-pandemic period. While government support is crucial for creating a favorable business environment, it is the active participation of tourists that has the most significant impact on alleviating mental fatigue and improving business performance. This research offers a valuable contribution to understanding the recovery of rural tourism and provides a model for sustainable development in similar contexts around the world.