Relationship Marketing in Airbnb: A Qualitative Study on the Perspectives of Professional and nonprofessional Hosts

Abstract

Most research on Airbnb focuses on the guests’ perspective or the effects of host-guest interaction. This paper explores the way professional and nonprofessional hosts develop relationship marketing with their guests. The results of 30 semi-structured interviews with Portuguese Airbnb hosts show the conscious importance of interactions with guests and customization to generate trust and increase guest satisfaction. The paper shows that the interactivity and functionalities of the Airbnb platform deepens the relationships between hosts and guests. Nonprofessional hosts are those who develop a closer relationship with guests, requiring guidance toward possible advanced electronic relationship marketing tools in the future.

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