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A model of tourists’ loyalty: the case of Airbnb

A model of tourists’ loyalty: the case of Airbnb PurposeAirbnb, a popular peer-to-peer accommodation platform, exceeds the yearly revenue of hotel chains, such as Marriot and Hilton. However, the reason why consumers engage with peer-to-peer accommodations and become loyal is not completely clear yet. This study aims to investigate Airbnb as a service setting. In doing so, more insights into the relevance of concepts, such as service quality (SQ) and hospitality factors, to explain consumers’ behavioral intentions with peer-to-peer accommodations and its effect on loyalty can be gained.Design/methodology/approachThrough an online survey among Airbnb users and structural equation modeling, the model connecting the measurement constructs is analyzed.FindingsThis study shows that SQ and importance of having social and authentic experiences are significant antecedents of tourists’ loyalty toward Airbnb hosting services. Interestingly, perceived economic benefits do not impact the level of loyalty, neither does feelings of perceived reduce risk.Originality/valueThe theoretical contributions reveal tourists’ behavioral patterns in the peer-to-peer accommodation context influenced by standard service factors used for other types of accommodations. This study has particular implications for the accommodation sector when segmenting customers according to their needs and designing appropriate marketing strategies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

A model of tourists’ loyalty: the case of Airbnb

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1757-9880
DOI
10.1108/JHTT-02-2017-0020
Publisher site
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Abstract

PurposeAirbnb, a popular peer-to-peer accommodation platform, exceeds the yearly revenue of hotel chains, such as Marriot and Hilton. However, the reason why consumers engage with peer-to-peer accommodations and become loyal is not completely clear yet. This study aims to investigate Airbnb as a service setting. In doing so, more insights into the relevance of concepts, such as service quality (SQ) and hospitality factors, to explain consumers’ behavioral intentions with peer-to-peer accommodations and its effect on loyalty can be gained.Design/methodology/approachThrough an online survey among Airbnb users and structural equation modeling, the model connecting the measurement constructs is analyzed.FindingsThis study shows that SQ and importance of having social and authentic experiences are significant antecedents of tourists’ loyalty toward Airbnb hosting services. Interestingly, perceived economic benefits do not impact the level of loyalty, neither does feelings of perceived reduce risk.Originality/valueThe theoretical contributions reveal tourists’ behavioral patterns in the peer-to-peer accommodation context influenced by standard service factors used for other types of accommodations. This study has particular implications for the accommodation sector when segmenting customers according to their needs and designing appropriate marketing strategies.

Journal

Journal of Hospitality and Tourism Technology – Emerald Publishing

Published: Mar 12, 2018

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