Millenials’ intentions to book on Airbnb
The sharing economy has witnessed a significant growth in recent years, enhanced by the development of online platforms. In particular, Airbnb has witnessed a significant worldwide year-on-year growth. Given the importance and popularity of Airbnb, it is crucial to examine which factors affect intentions to book on this website. This study proposes and tests a model based on the Theory of Reasoned Action, to examine millennials’ determinants of intentions to book on Airbnb. Based on two online surveys targeting millennials from Germany and China, the results show that intentions to book on Airbnb is mostly influenced by subjective norm, desire for unique accommodation and variety, attitude …
An Importance-Performance Matrix Analysis of the Factors Influencing US Tourists to Use Airbnb
After 10 years of Airbnb and its significant growth, this research is conducted to identify which factors really matter to Airbnb users today. It provides an integrated approach, since it aggregates factors that other studies have considered separately. With a sample of 101 US respondents, the partial least squares structural equation modelling results evidence that the only factors that influence future intentions to use Airbnb are its unique and varied accommodations and satisfaction. Enjoyment was also found to have a positive effect on Satisfaction. The study further investigates these factors with an Importance Performance map, providing guidance for the prioritization of managerial ac…
Generation Y Travelers’ Intentions to Book Airbnb Accommodation: An Abstract
Sharing economy is affecting the global economy with increasing scale, as customers can exchange commodities in an organized way under the help of an enormous number of online platforms (Balck and Cracau 2015). In the context of holiday accommodation, Airbnb’ s growth has been stunning as now it has more available rooms than hotel giants like Marriott and Hilton (Weed 2015). In fact, research has highlighted Airbnb’s potential to disrupt the traditional accommodation sector (Guttentag 2013). Given the importance of Airbnb, it is crucial to examine which factors affect intentions to book an accommodation on Airbnb. This study proposes an integrative model based on the theory of reasoned acti…