Transient Home: A Study of the Narrative Structure Model for Homestay Brands

This study explores how narrative structures strengthen homestay brand identity, using a mixed‐methods approach. Study 1 utilizes programmatic grounded theory to analyze 21 in‐depth interviews and 150 platform texts, constructing a theoretical framework. Study 2 validates the model via structural equation modeling (SEM) with 542 questionnaires. The findings indicate: (1) The narrative structure model comprises carrier narrative, interactive narrative, emotional narrative, and image narrative, forming a complete chain of brand narrative formation. Carrier narrative encompasses architectural design and material space; interactive narrative includes service interaction and interactive environment. (2) Architectural design significantly and directly influences material space, and emotional narrative significantly and directly influences image narrative; the indirect effect from “material space → interactive environment → emotional narrative → image narrative” is pronounced, with emotional narrative serving as the pivotal converter. This study provides valuable insights for both academic discourse on tourism brand development and practical applications within the homestay industry.