Personality traits, work value on business performance of Homestay Tourism sub-sector in Henan Province

Abstract

This study, which aimed to determine the personality traits and work values of homestay operators, and the business performance of homestays in Henan province, utilized the descriptive-correlational research design. The respondents of the study were the 239 randomly selected samples from a population of 592 homestay operators. The independent samples t-test, one-way analysis of variance (ANOVA), Pearson's r, and multivariate regression were used to analyze the data, all set at .05 level of significance. Findings showed that the personality traits do not significantly vary with age and number of family members; homestay operators with 3 years or less working experience had the highest level of neuroticism, which diminishes as the work experience in years increases. No significant differences in work values were found among the homestay operators when they were classified by sex, age, educational level, or number of family members, but the business performance of the homestays significantly differs with the number of rooms, location and environment. Business performance also has a positive correlation with agreeableness, openness, profit-oriented values, and entrepreneurial and developmental values. Whereas there were no correlations between business performance and the rest of the personality traits, namely, conscientiousness, extroversion, neuroticism and lifestyle values.