How you name your Airbnb's title matters: comparison of seven countries

In the fiercely competitive peer-to-peer accommodation business, it is critical that hosts advertise their homes effectively. This study aims to investigate, in a peer-to-peer accommodation context, the listing title's impact on a property's financial performance. Drawing on language expec...

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Bibliographic Details
Published inJournal of travel & tourism marketing Vol. 38; no. 1; pp. 93 - 106
Main Authors Koh, Yoon, Kim, Jaewook, Vaughan, Yue
Format Journal Article
LanguageEnglish
Published Binghamton Routledge 02.01.2021
Taylor & Francis LLC
Subjects
Airbnb
Asian markets
guest expectation
language expectancy
linguistic inquiry and word count (LIWC)
listing titles
message
peer-to-peer accommodations
Sharing economy
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Summary:In the fiercely competitive peer-to-peer accommodation business, it is critical that hosts advertise their homes effectively. This study aims to investigate, in a peer-to-peer accommodation context, the listing title's impact on a property's financial performance. Drawing on language expectancy theory, this work examines the linguistic styles of listing titles. Based on multiple analyses of 110,167 observations of seven Asian countries, this study found each country has significantly different linguistic styles that maximize financial performance. The findings of the study suggest that consumers' expectation on listing titles varies by location; meeting such expectations is linked to higher financial performance.
ISSN:1054-8408
1540-7306
DOI:10.1080/10548408.2021.1875105