Understanding students as hosts: moving beyond sightseeing

Purpose Neither visitors of visiting friends and relatives (VFR) travel nor hosts are homogeneous segments (Griffin & Guttenberg, 2020). For this reason, study aims to address students as VFR analyzes differences in the visitor host segment. As a result, marketing implications for destination organizations that seek realize potential student segment arise. Design/methodology/approach This research project adopts multi-method approach derive deeper empirical understanding visitors’ behaviors role hosting (SHFR). The quantitative reveal relevance between visits (VF) (VR), whereas qualitative elaborates on findings seeks understand experiences hosts. Findings VR VF travelers vary terms their expenditure. Hosts’ spending depends budgets; general, both direct indirect (when pay) increases when they have visitors. Furthermore, data identify two distinct styles: functional is concerned with providing outstanding hospitality based more traditional, guest-oriented role, integrative blurs lines lifestyle modern, host-oriented role. Research limitations/implications Regarding limitations, did not differentiate who were simultaneously locals resided city only purposes. In similar vein, cultural background was considered research. Finally, could further be explored follow-up testing significant SHFR behaviors. Further examine whether domestic travelers, proximity and/or short-distance likely visit after COVID-19 suggested by Backer Ritchie (2017) case crises disaster. Practical Students differ from other reluctance embrace conventional tourism products. found place attachment makes passionate ambassadors advertisers destinations; (DMOs) support already positive image supporting detailed information about cities opportunities offer. Results particular because pandemic forcing DMOs develop strategies incorporate social-distancing avoid crowded places. Social When take out events nightclubs, contribute significantly go beyond typical activities such sightseeing shopping. By offering special discounts come hosts, help delve deeply into life thereby reduce likeliness centers. Considering relating social emotional qualities travel, DMO benefit promoting socio-cultural spaces offerings value groups’ ties (e.g. family prices families adult children) or alumni status. Originality/value According authors’ knowledge, first which both, using methods approach. Very recently, Griffin Guttenberg (2020) miss focusing heterogeneity segment, et al. claim carried outside Australia, New Zealand, Canada, UK USA. To best delivers insights Central Europe.