Exploring the visitors' decision-making process for Airbnb and hotel accommodations using value-attitude-behavior and theory of planned behavior

By PhD Kayhan Tajeddini, PhD S. Mostafa Rasoolimanesh, Thilini Chathurika, Panchani Gamage, PhD Emma Martin. International Journal of Hospitality Management, 2021

122 citations recorded by the source corpus.

Accommodation purchase decision is a complex field that makes predictions of revisit intentions hard to examine. Our work explores psychological factors motivating visitors' decision-making concerning accommodation purchases by integrating the theory of planned behavior and value-attitude-behavior model. Using a group of multiple informants in Swiss universities, we performed partial least squares structural equation modelling to assess the impacts of subjective norm, attitude and perception of quality on visitors' revisit intention and loyalty in Airbnb and hotel contexts. Although the influence of said factors on purchase decisions varies in the two contexts, results suggest that subjective norm has an indispensable role in prompting revisit intention towards Airbnb and hotel accommodations. This paper's findings advance our understanding of visitors' decision-making processes concerning traditional hotels and accommodation establishments operating in sharing economy platforms.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/e3759cb2fe6ae6ed1979f431e1813c62072a7176