Abstract
In order to better understand the dynamics of user behavior in the sharing economy platform, a multi-stage study was conducted on how Airbnb hosts articulate themselves online and how consumers respond to different host self-presentation patterns. First, using text mining techniques on a large dataset consisting descriptions of Airbnb hosts in 14 major cities in the United States, two patterns of host self-presentation were identified. Hosts generally present themselves online as (1) a well-traveled individual, eager to meet new people or (2) an individual of a certain profession. This contributes to the conceptualization of profile as promise framework for online self-presentation in mixed-mode interactions involving peer-to-peer accommodation platform. Second, consumers respond to the two host self-presentation strategies differently, demonstrating higher levels of perceived trustworthiness in and intention to book from well-traveled hosts. This has direct strategic implications for effective self-marketing of “amateur” tourism players as well as for the role of residents as resources in tourism destinations.
Original language | English |
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Pages (from-to) | 261-272 |
Number of pages | 12 |
Journal | Tourism Management |
Volume | 67 |
DOIs | |
Publication status | Published - 1 Aug 2018 |
Keywords
- Airbnb
- Host self-presentation
- Peer-to-peer accommodation
- Self-marketing
- Sharing economy
- Trustworthiness
ASJC Scopus subject areas
- Development
- Transportation
- Tourism, Leisure and Hospitality Management
- Strategy and Management