This study aims to examine travelers’ intentions to participate in peer-to-peer (P2P) accommodation platforms from the consumer wisdom (CW) perspective, an emerging concept in the marketing literature. The authors explore the novel role of CW as a mediator by positioning CW between personal values and P2P intentions. With a focus on cultural differences between Egypt and the USA as two diverse markets, openness to change, self-transcendence and openness to diversity are explored as possible antecedents to CW in its relationship with P2P accommodation intentions.
Data is collected from 698 millennials in Egypt and the USA. Using a survey-based methodology, the USA is the largest market for P2P accommodation globally. The need for more research in emerging tourism markets such as Egypt influenced the selection of both countries as target markets.
The findings support that openness to diversity and self-transcendence influence all dimensions of CW. The “flexibility” and “purpose” dimensions of CW have the strongest impact on shaping P2P intentions. Openness to diversity and self-transcendence imposed a direct effect on P2P intentions. The multigroup analysis reveals significant differences between the American and Egyptian cohorts regarding the influence of the antecedents on CW and travel decisions.
To the best of the authors’ knowledge, this study is the first to investigate the role of CW in the sharing economy as applied to P2P accommodation platforms. It also establishes a cross-cultural comparison of the impact of CW on travel behavior, offering valuable insights for the tourism industry. The findings provide actionable implications for marketing strategies in P2P accommodation platforms, helping businesses tailor their services to meet the diverse preferences of Eastern and Western consumers.
