Purpose This study aims to explore the dimensions of service quality (SQ) from the perspective of homestay hosts. By examining the viewpoints of homestay hosts, this research seeks to offer a more nuanced understanding of SQ in rural homestay settings that extends beyond the conventional, attribute-based models of SQ prevalent in tourism and hospitality literature. Design/methodology/approach Adopting an inductive qualitative approach, this study uses thematic analysis to explore the perceptions of homestay hosts regarding the factors that contribute to SQ. Data was collected through semistructured interviews with homestay hosts in two rural districts of Himachal Pradesh. Findings The findings highlight that the dimensions of SQ in rural homestays go beyond traditional attribute-based models such as the SERVQUAL and RATER frameworks. While hosts acknowledge the importance of tangible factors, the study reveals that intangible aspects such as host presence, empathy, local knowledge and community engagement play a crucial role in shaping SQ deliverables. These findings challenge conventional SQ models and underscore the need for a more holistic approach to understanding service SQ in rural tourism settings. Research limitations/implications Given the qualitative research approach used in this study, the findings may have limited generalizability to broader contexts. Therefore, further exploration and validation of the identified service quality dimensions through alternative methodologies, such as quantitative or mixed-methods approaches, are encouraged. Practical implications The paper explores the role of community-based practices and local cultural values in shaping SQ, thereby bridging the gap between traditional hospitality models and the emerging realities of rural homestay tourism. From a practical standpoint, this research offers actionable insights for policymakers, tourism managers and homestay operators looking to improve SQ in rural homestays by capturing the SQ dimensions from hosts’ perspective. Social implications In rural Himachal Pradesh, India, homestays have become an essential part of the tourism landscape and the success of these homestays depends heavily on the hosts’ ability to deliver high-quality service, which, in turn, influences guest satisfaction, repeat visits and positive word-of-mouth referrals. This study advocates redesigning interventions for the capacity building of rural homestay owners from a sustainable livelihood perspective. Originality/value This research provides an original contribution by focusing on the SQ dimensions in rural homestays from the host’s perspective – a topic that has been relatively underexplored in extant literature. The study’s findings offer a conceptual expansion of existing SQ models and provide a practical framework for enhancing service delivery in rural homestays. This work fills a significant gap in the literature and offers new insights for both academic research and managerial practice in rural tourism.
Sarma et al. (Mon,) studied this question.