Spend less and experience more: Understanding tourists’ social contact in the Airbnb context

Emerging Airbnb accommodations provide a unique sharing economy platform where tourists can co-create their travel experiences with different participating groups. However, limited research has been conducted to understand the social contact of guests in the Airbnb accommodation. This study explores the social contact of Airbnb guests during their stay and identifies three types of contact during such stay, namely guest–host, guest–community, and guest–guest contacts. In each contact, the contact activities, intensity, and impacts, as well as attitude toward contact are discussed. A social contact model for Airbnb guests is then established. Theoretical and practical implications are provided accordingly.