Purpose
This study aims to identify the individual and trip characteristics that are associated with intention to use peer-to-peer accommodation, including past experience (users vs non-users), accommodation preferences, traveler personality and tripographic variables.
Design/methodology/approach
To compare Airbnb users and non-users, quantitative research was conducted to test for group differences. A questionnaire was designed and administered face-to-face in major tourist areas. Quota sampling was used to ensure comparable samples of Airbnb users and non-users.
Findings
While Airbnb users and non-users expressed few differences in their demographics and perceived importance of accommodation attributes, the two groups vary in their perception of Airbnb and evaluation of Airbnb compared to hotels, suggesting some positive and negative changes after experiencing Airbnb. Respondents who were more allocentric were more likely to use Airbnb. Hotels were preferred for traveling with family as well as shorter trips, while Airbnb was preferred for traveling with friends as well as longer trips.
Practical implications
This study identified several challenges for Airbnb and other sharing platforms, including consumers’ security concerns, potential decrease in the likelihood of repeat usage and low likelihood of using Airbnb when traveling with family.
Originality/value
While previous studies focused more on existing customers of peer-to-peer accommodation, this study compared users and non-users and identified key differences in their perceptions. The use of traveler personality and tripographic variables to examine intention to use Airbnb provides a unique perspective to consider Airbnb as an “allocentric destination” and the type of trips that are more compatible with the Airbnb experience.
