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When Guests Trust Hosts for Their Words: Host Description and Trust in Sharing Economy

Tussyadiah, Iis and Park, Sangwon (2018) When Guests Trust Hosts for Their Words: Host Description and Trust in Sharing Economy Tourism Management, 67. pp. 261-272.

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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.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
Date : 22 February 2018
DOI : 10.1016/j.tourman.2018.02.002
Copyright Disclaimer : © 2018 Elsevier Ltd. All rights reserved.
Uncontrolled Keywords : Airbnb; Sharing economy; Peer-to-peer accommodation; Host self-presentation; Self-marketing; Trustworthiness
Depositing User : Clive Harris
Date Deposited : 06 Feb 2018 09:34
Last Modified : 23 Feb 2020 02:08

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