Muslim tourists’ intention to book on Airbnb: the moderating role of gender

Tosin Tiamiyu · Farzana Quoquab · Jihad Mohammad

24 citations0/0 files storedJournal of Islamic marketing

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Sharing Economy and Platforms Diverse Aspects of Tourism Research Halal products and consumer behavior

Abstract

Purpose The purpose of this study is to investigate the impact of reputation on perceived value towards Muslim tourists’ booking intention on Airbnb, particularly from the Malaysian perspective. Additionally, this study investigates the moderating role of gender on the relationship between perceived value and guest booking intention. Design/methodology/approach This study considered the Stimulus–Organism–Response (S-O-R) theory to develop the research framework. Using a self-administered survey questionnaire, 156 completed and usable responses were obtained. The data were analysed by applying partial least squares–structural equation modelling technique, more specifically by using SmartPLS (version 3) software. Findings The study findings revealed that both reputation and perceived value positively affect Muslim tourists’ booking intention on Airbnb service. Moreover, it is also found that, gender plays a moderating role on guests’ intention to book accommodation on the Airbnb platform. Practical implications It is expected that the findings of this study can help the practitioners in the hospitality industry, particularly in strategising their marketing efforts to attract more tourists to engage in a meaningful relationship with the Airbnb in Malaysia. It is suggested that, the Airbnb hosts need to consider the reputation (stimulus) and perceived value (organism) in their marketing strategy to foster Muslim guests’ booking intention. Originality/value To the best of the authors’ knowledge, this work is among the first to examine the predictors of Muslim tourists’ booking intention on Airbnb. Moreover, very little is known on the moderating role of gender on perceived value and its association with booking intention, which this research attempts to address.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 2018When to use and how to report the results of PLS-SEM 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2015Common Method Bias in PLS-SEM 1974An approach to environmental psychology 1998Issues and opinion on structural equation modeling

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