Homestay tourism is an increasingly popular form of travel, particularly in Malaysia, where visitors can experience a unique local culture by staying with a host family. However, the homestay operators have been facing a significant challenge with declining numbers of repeated guest visits. Therefore, this study aims to understand the direct relationships between image, perceived value, safety, satisfaction, and tourist loyalty in the Malaysian homestay tourism sector. The study's research model comprises three exogenous variables: image, perceived value, and safety, with satisfaction as a mediator and loyalty as an endogenous variable. Image refers to the homestay's reputation, including online reviews and word-of-mouth recommendations. Perceived value refers to the perception of guests regarding the price and quality of services provided by the homestay. Safety refers to the perceived safety and security of guests in the homestay. Primary data was collected through a survey questionnaire that was adapted from previous studies. A total of 239 clean data sets were analyzed using structural equation modeling. The measurement model's convergent validity was initially assessed by examining construct reliability and validity. Then, discriminant validity was evaluated through cross-loading and Hetrotrait-Monotrait (HTMT) ratios. The results of the structural model evaluation revealed that image, perceived value, and safety positively and significantly influence satisfaction, which strongly influences tourist loyalty. The findings suggest that homestay operators should focus on improving their reputation, providing high-quality services at a reasonable price, and ensuring the safety and security of their guests to increase satisfaction and loyalty. This study provides valuable insights into the factors that influence tourist loyalty in the Malaysian homestay tourism sector. By improving the homestay's image, perceived value, and safety, operators can increase guest satisfaction and encourage repeated visits. This research offers practical implications of understanding customer preferences enhances the tourist experience for homestay operators and policymakers.
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