He came to that which was his own, but his own did not receive him.
In the Middle East, the giving of hospitality is the greatest responsibility. We 'might entertain Angels unaware' as Abraham did above Sodom. But not only to reject the visitor but to reject the owner is a heinous crime. It reminds us of the parable told by Jesus in Matthew 21, of the wicked tenants who first beat and injure the prophets and then kill the son.
The greatest of all sins is to reject the son since without him there can be no forgiveness of sins and no redemption. Yet this is what most people do.