The construction of the affinity-seeking strategies of Airbnb homestay hosts

Hanqin Qiu Zhang · Dongzhi Chen · Jian-Wu Bi · Jiaying Lyu · Qinghui Li

45 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Sharing Economy and Platforms Diverse Aspects of Tourism Research Digital Marketing and Social Media

Abstract

Purpose This study aims to explore the dimensions and sub-factors of Airbnb hosts’ affinity-seeking strategies. It also aims to build a conceptual framework of hosts’ affinity-seeking strategies and their impact on Airbnb guests’ feelings of affection toward their host and/or the homestay and their behavioral intentions. Design/methodology/approach Based on 150,161 Inside Airbnb online reviews in three major US cities, this study uses semantic analysis to explore processes through which hosts’ affinity-seeking strategies are constructed. Findings A conceptual framework is proposed to identify two dimensions (warmth and competency) and their sub-factors (“presenting friendly attitudes,” “showing personality traits,” “providing service and help” and “promoting social interaction and sharing”) of Airbnb homestay hosts’ affinity-seeking strategies. The framework shows a positive relationship between these strategies and guests’ affection and behavior in response. Practical implications The research findings provide valuable insights to hosts for improving their affinity and strengthening their competitive advantages. They also offer guidance to destination management organizations on how to build a positive destination image. Originality/value To the best of the authors’ knowledge, this study is the first to conceptualize Airbnb homestay hosts’ affinity-seeking strategies. It contributes to the literature by incorporating social cognition theory and service theory in the analysis of these strategies.

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References

2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2006Universal dimensions of social cognition: warmth and competence 2013Airbnb: disruptive innovation and the rise of an informal tourism accommodation sector 2007Group virtue: The importance of morality (vs. competence and sociability) in the positive evaluation of in-groups.2014What can big data and text analytics tell us about hotel guest experience and satisfaction?2018What do Airbnb users care about? An analysis of online review comments 2018Motivations and constraints of Airbnb consumers: Findings from a mixed-methods approach 2016Identifying salient attributes of peer-to-peer accommodation experience

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