Examination of motivations and attitudes of peer-to-peer users in the accommodation sharing economy

• Published in: Journal of hospitality marketing & management Vol. 27; no. 6; pp. 679 - 692
• Main Author: Mahadevan, Renuka
• Format: Journal Article
• Language: English
• Published: Routledge 18.08.2018
• Subjects: accommodation sharing; motives; Segmentation; trust
• ISSN: 1936-8623; 1936-8631
• DOI: 10.1080/19368623.2018.1431994

This paper uses a segmented analysis based on age, gender, repeat and first time peer-to-peer accommodation users to examine their motives and concerns influencing their satisfaction. This not only provides an important marketing tool for online accommodation platforms but also informs the traditional accommodation sector on areas for focus to gain back market share. Results show that lack of trust is a significant barrier and more so for the Baby boomers relative to Generation X while the latter age cohort value economic benefits similar to first time users. The sharing economy philosophy on the other hand is important to Generation Y, repeat users, and females. By and large, for the full sample, home benefits, local experience, and social experience also influence satisfaction while locational benefits have no impact. Future research could consider different ethnic groups or international tourists' preferences as opposed to the sample of domestic travelers in this study.