EXPLORING VISITING FRIENDS AND RELATIVES (VFR) HOST DECISION-MAKING IN HOSPITALITY PROVISION

Due to the kinship ties existing between hosts and guests, any visiting friends and relatives (VFR) host is likely to experience elevated levels of stress in preparing for such encounters because of the desire to deliver a good experience to their guests. As such, existing literature has sought to unpack VFR hosting behavior and practices, albeit mostly from an Anglo-Saxon perspective. However, little is known about the influence of East Asian cultures and gendered perspectives of VFR hosting behavior and practices, which is underrepresented within extant literature. From a sample of 91 Taiwanese hosts based in Brisbane, Australia, this research suggests that accommodation considerations are a main factor to Taiwanese VFR hosts in Australia, and that first-time VFR tourists also warrant heightened hosting efforts. These findings contribute to a more nuanced understanding of how East Asian and gendered lenses of VFR hosting behavior manifests, positions these individuals as potential destination ambassadors, and strategically launch post-COVID-19 tourism recovery.