In order to better understand the dynamics of user behavior in the sharing economy platform, a multi-stage study was conducted on how Airbnb hosts articulate themselves online and how consumers respond to different host self-presentation patterns. First, using text mining techniques on a large dataset consisting descriptions of Airbnb hosts in 14 major cities in the United States, two patterns of host self-presentation were identified. Hosts generally present themselves online as (1) a well-traveled individual, eager to meet new people or (2) an individual of a certain profession. This contributes to the conceptualization of profile as promise framework for online self-presentation in mixed-mode interactions involving peer-to-peer accommodation platform. Second, consumers respond to the two host self-presentation strategies differently, demonstrating higher levels of perceived trustworthiness in and intention to book from well-traveled hosts. This has direct strategic implications for effective self-marketing of “amateur” tourism players as well as for the role of residents as resources in tourism destinations.
Peter Nash saying goodbye as he retires from the board of TTRA Europe. TTRA thanks you for your dedication.
TTRA Europe holds its final board meeting before their conference in Ljubljana, Slovenia (April 23 to 26, 2018).
The Leadership of the Travel and Tourism Research Association wishes you a merry & bright holiday season and happiness, good health & prosperity in your new year!
TTRA Europe’s 2017 Conference was successfully held in Angers, France focusing on:
” EMBEDDEDNESS OF TOURISM WORLDS: TOWARDS NEW FRONTIERS?”
See you all in Slovenia next April 2018 for another exciting Europe Chapter Conference!