Peer-to-peer accommodation as an alternative to hotels: Customers' motivational factors, attitude and behavioral intentions

Document Type : Original Article

Authors

1 Faculty of Tourism & Hotels, Alexandria University, Alexandria, Egypt

2 ماجستير ادارة الفنادق قسم الدراسات الفندقية جامعة الإسكندرية.

3 أستاذ بقسم الدراسات الفندقية ، كلية السياحة والفنادق ، جامعة الإسكندرية ، مصر

4 Faculty of tourism and hotels - Alexandria University

Abstract

The current research aims to study the concept of sharing economy in the context of peer-to-peer accommodation in Egypt through Airbnb platform and to determine the factors which motivate customers to choose this intended service. The research applied a descriptive quantitative approach. A multiple-frame non-random sampling approach was deemed necessary. Data were collected via an online survey using anonymous link and 353 valid responses from Airbnb` s adult users.
Results indicate the influence of six factors that motivate customers to choose peer-to-peer accommodation; economic benefits, home benefits, social benefits, local authenticity, novelty, and sharing economy ethos. Moreover, customers` attitude was significantly related to behavioral intentions and perceived value proved to be a mediator between motivating factors and customers` attitude towards peer-to-peer accommodation. Customers` attitude also came out to be a mediator between the motivating factors and behavioral intentions. Derived from the theory of planned behavior (TPB) which is based on the theory of reasoned action (TRA), the current research determined only six motivating factors for participating in peer-to-peer accommodation. Future researches may investigate other factors. The research provides implications for peer-to-peer accommodation providers and for hotel marketers.

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