Love is the bridge between you and everything: relationships of identity, experience, and benevolence to travelers’ loyalty and willingness to purchase

Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023 and Marvi, Reza (2019) Love is the bridge between you and everything: relationships of identity, experience, and benevolence to travelers’ loyalty and willingness to purchase. In: Tourism, Hospitality and Digital Transformation: Strategic Management Aspects. Tajeddini, Kayhan, Ratten, Vanessa and Merkle, Thorsten, eds. Innovation and Technology Horizons . Routledge, pp. 47-71. ISBN 9780367149994, pbk-ISBN 9780367150006, e-ISBN 9780429054396. [Book Section] (doi:10.4324/9780429054396-4)

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Abstract

This study aims to understand (i)the main influencing constructs affecting travelers’ love in a sharing-economy context, (ii)the key influence of sharing-economy identity on travelers’ experience and benevolence which can impact on their likability and satisfaction, (iii)what and how travelers’ experience and benevolence can influence travelers’ love towards sharing-economy, (iv)what makes sharing-economy customers’ platforms love a sharing-economy?, (v)the key consequences of travelers’ love, and (vi)when and why such relations are likely to occur. This study employs an explanatory-study at the initial stage, as informed by the literature and research model. The developed model was tested via a positivist survey which was carried out with 417 travelers/tourists/users of peer-to-peer accommodation sharing-economy in the UK. Structural equation modelling was used to understand the research influences and relationships. We suggest implications for tourism and travelers’ management.

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