When Guests Trust Hosts for Their Words: Host Description and Trust in Sharing Economy
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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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Official URL: https://doi.org/10.1016/j.tourman.2018.02.002
Abstract
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 | |||||||||
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| Divisions : | Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management | |||||||||
| Authors : |
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| 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 | |||||||||
| URI: | http://epubs.surrey.ac.uk/id/eprint/845748 |
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