Motivations and constraints of Airbnb consumers: Findings from a mixed-methods approach

Motivations and constraints of Airbnb consumers: Findings from a mixed-methods approach Airbnb is widely recognized as a disruptive innovation in the tourism industry. While separate studies have examined various factors affecting consumers' adoption of Airbnb, the literature has largely focused on a handful of factors in isolation. Adopting a sequential mixed-methods approach, this study proposes a comprehensive conceptual model integrating the literature and findings of a qualitative study and subsequently tests the model via a national survey. The results suggest that, for motivations, price value, enjoyment, and home benefits significantly explain overall attitude toward Airbnb. As for constraints, distrust is the only factor that significantly predicts overall attitude, while insecurity is directly related to behavioral intentions. Overall attitude, perceived behavioral control, and subjective norms, such as social influence and trend affinity, predict behavioral intentions. This study contributes to the literature by simultaneously examining the predictive power of both motivations and constraints of Airbnb consumers in explaining overall attitude and purchase behavior. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Management Elsevier

Motivations and constraints of Airbnb consumers: Findings from a mixed-methods approach

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Publisher
Elsevier
Copyright
Copyright © 2018 Elsevier Ltd
ISSN
0261-5177
D.O.I.
10.1016/j.tourman.2018.01.009
Publisher site
See Article on Publisher Site

Abstract

Airbnb is widely recognized as a disruptive innovation in the tourism industry. While separate studies have examined various factors affecting consumers' adoption of Airbnb, the literature has largely focused on a handful of factors in isolation. Adopting a sequential mixed-methods approach, this study proposes a comprehensive conceptual model integrating the literature and findings of a qualitative study and subsequently tests the model via a national survey. The results suggest that, for motivations, price value, enjoyment, and home benefits significantly explain overall attitude toward Airbnb. As for constraints, distrust is the only factor that significantly predicts overall attitude, while insecurity is directly related to behavioral intentions. Overall attitude, perceived behavioral control, and subjective norms, such as social influence and trend affinity, predict behavioral intentions. This study contributes to the literature by simultaneously examining the predictive power of both motivations and constraints of Airbnb consumers in explaining overall attitude and purchase behavior.

Journal

Tourism ManagementElsevier

Published: Aug 1, 2018

References

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