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Why people choose to stay with Airbnb? PDF

66 Pages·2017·1.12 MB·English
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Why do people choose to stay with Airbnb? Master Thesis submitted in fulfillment of the Degree Master of Science in International Tourism Management Submitted to Dr. Irem Önder Ramona Speranța Rimer 1513007 Vienna, June 6th, 2017 AFFIDAVIT I hereby affirm that this Master’s Thesis represents my own written work and that I have used no sources and aids other than those indicated. All passages quoted from publications or para- phrased from these sources are properly cited and attributed. The thesis was not submitted in the same or in a substantially similar version, not even par- tially, to another examination board and was not published elsewhere. Date Signature I II ABSTRACT The aim of this thesis is to present and identify the main motivations for users to book personal accommodation found online through Airbnb, a sharing platform that links suppliers of living space with those requiring short-term accommodation. Since its first appearance in 2008, Airbnb has had a fast growth that raises questions about its current and future impacts on the tradi- tional accommodation sector. A quantitative research method was used in this paper to gather multidimensional data. The method consists of two self-administrated online surveys that were completed either by tourists who already stayed with Airbnb or by tourists who have not tried it yet. After the surveys were conducted and analysed, the results are presented and discussed accordingly. The research shows that some aspects have an essential importance in the decision-making process. The pri- mary results presented here show that both the price and the authenticity of the experience are the most significant attributes in the choice of Airbnb. This paper is supported by the concepts of sharing economy, collaborative consumption, peer-to-peer accommodation and consumer decision-making, which are underlined in this study. III IV ACKNOWLEDGEMENTS I would like to thank my supervisor Dr. Irem Önder for the guidance she has given for this thesis and my family and friends for their support, without which this would not have been possible. V VI TABLE OF CONTENTS Affidavit ...........................................................................................................................................I Abstract .........................................................................................................................................III Acknowledgements ....................................................................................................................... V 1 Introduction .........................................................................................................................1 1.1 Context and previous research ............................................................................................1 1.2 Research purpose ................................................................................................................2 1.3 Structure of the thesis .........................................................................................................3 2 Literature review .................................................................................................................4 2.1 Sharing Economy .................................................................................................................4 2.2 Airbnb Company ..................................................................................................................9 2.3 Consumer decision making ............................................................................................... 15 3 Methodology .................................................................................................................... 19 3.1 Data Collection .................................................................................................................. 19 3.2 Study Framework .............................................................................................................. 21 3.3 Logistic Analysis ................................................................................................................ 23 4 Results and discussion ...................................................................................................... 26 4.1 Findings ............................................................................................................................. 26 4.2 Discussion ......................................................................................................................... 36 5 Conclusion ......................................................................................................................... 41 5.1 Concluding Remarks & Future Research .......................................................................... 41 5.2 Limitations ........................................................................................................................ 42 6 Bibliography ...................................................................................................................... 43 Appendices .................................................................................................................................. 50 Appendix 1: Airbnb Survey – have been ..................................................................................... 50 Appendix 2: Airbnb Survey – have NOT been ............................................................................. 54 VII LIST OF FIGURES & TABLES FIGURE 3-1 MODEL FOR THE LOGISTIC REGRESSION OF THE NIGHTS STAYED WITH AIRBNB ... 22 FIGURE 3-2 MODEL FOR THE LOGISTIC REGRESSION OF THE NIGHTS NOT STAYED WITH AIRBNB ..................................................................................................................................................... 22 FIGURE 3-3 LOGISTIC REGRESSION EQUATION ........................................................................... 23 FIGURE 4-1 PIE CHART FOR THE CITY WHERE WAS THE MOST RECENT AIRBNB STAY ............... 27 FIGURE 4-2 CLUSTERED COLUMN FOR THE NUMBER OF PEOPLE WHO HAVE STAYED IN AIRBNB ..................................................................................................................................................... 27 TABLE 4-1 MAIN PURPOSE OF THE TRIP ...................................................................................... 28 TABLE 4-2 TYPE OF AIRBNB ACCOMMODATION ......................................................................... 28 TABLE 4-3 GENDER OF THE RESPONDENTS ................................................................................. 29 TABLE 4-4 AGE OF THE RESPONDENTS ....................................................................................... 30 TABLE 4-5 EDUCATION OF THE RESPONDENTS ........................................................................... 30 TABLE 4-6 INCOME OF THE RESPONDENTS................................................................................. 31 TABLE 4-7 CASE PROCESSING SUMMARY TABLE ........................................................................ 31 TABLE 4-8 HOSMER AND LEMESHOW TEST ................................................................................ 31 TABLE 4-9 OMMIBUS TESTS OF MODEL COEFFICIENTS .............................................................. 32 TABLE 4-10 MODEL SUMMARY ................................................................................................... 32 FIGURE 4-3 OVERALL SUCCESS RATE, SENSITIVITY, SPECIFITY, POSITIVE AND NEGATIVE PREDICTIVE VALUE ...................................................................................................................... 33 TABLE 4-11 CLASSIFICATION TABLE ............................................................................................. 33 TABLE 4-12 VARIABLES IN THE EQUATION .................................................................................. 34 TABLE 4-13 AGE^GENDER CROSSTABULATION ........................................................................... 35 TABLE 4-14 AIRBNB^AGE CROSSTABULATION ............................................................................ 35 TABLE 4-15 ACCOMMODATION ALTERNATIVES ......................................................................... 36 VIII

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who already stayed with Airbnb or by tourists who have not tried it yet. exploring the motivations of tourists to choose staying with Airbnb and the
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