What makes Airbnb likeable? Exploring the nexus between service attractiveness, country image, perceived authenticity and experience from a social exchange theory perspective within an emerging economy context

Akarsu, Tuğra Nazlı, Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023 and Melewar, T. C. (2020) What makes Airbnb likeable? Exploring the nexus between service attractiveness, country image, perceived authenticity and experience from a social exchange theory perspective within an emerging economy context. International Journal of Hospitality Management, 91 , 102635. ISSN 0278-4319 [Article] (doi:10.1016/j.ijhm.2020.102635)

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Abstract

As a result of the growth of the notions of collaborative consumption and sharing economy in the tourism industry, this paper applies social exchange theory to investigate how the Airbnb platform influences the Airbnb experience and authenticity, which might lead consumers to like Airbnb and influence their behavioural patterns. By recruiting 466 tourists who had stayed in Airbnb accommodation in Istanbul, Turkey via travel-related Telegram, Twitter, travel blogs, and Facebook groups, this study revealed the importance of the platform and its features in enhancing service attractiveness, perceived authenticity and experience. Furthermore, the results revealed that visitors’ experiences have an influence on Airbnb likability, where Airbnb likability influences their intention to re-visit and to recommend. Significant implications for tourism planning, management and researchers are highlighted.

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