Airbnb – an exploration of value co-creation experiences in Jamaica

Purpose: Drawing upon the theoretical framework of the service-dominant (S-D) logic, value co-creation and social practices, this paper aims to investigate how value is co-created among guests, hosts and the wider local community in the sharing economy context of Airbnb. Design/methodology/approach: A qualitative enquiry through an online content analysis was applied to thematically analyse Airbnb online guest reviews to explore the value-co-creation practices in local tourist experiences in Jamaica. Findings: Based on Airbnb guest and host engagements, a theoretical framework emerges, depicting integrated operant and operand resources, host–guest value co-creation practices embedded in the destination’s authentic culture and specific value outcomes. Research limitations/implications: Being grounded in the geographical and cultural context of Airbnbs in Jamaica, the findings are transferable to similar platforms of the sharing economy, tourism contexts and destinations. Practical implications: Critical implications unfold for Airbnb accommodation providers, destination stakeholders and policymakers by revealing a specific set of nuanced social practices that need to occur for local authentic experiences and value to be co-created among guests, hosts and the wider local community. Originality/value: The paper makes an original contribution to knowledge by being one of the first studies to apply a S-D logic lens to the Airbnb sharing economy. It breaks down resource integration, host – guest value co-creation practices and value outcomes that occur for experiences and value to emerge in an Airbnb hospitality context.