... that the perceived value of visiting green destinations significantly influences tourists’ attitudes (Nekmahmud et al., 2022 ; Ribeiro et al., 2023). Similarly, environmental responsibility, encompassing knowledge and concern for the environment, has been recognised as a key driver of attitudes...

...]); and threats (e.g. competition [T1], political instability [T2], economic downturns [T3] and environmental and social challenges [T4]). Practical implications This paper could serve as a guideline and supplementary information for stakeholders in the homestay industry to grasp their business environment...