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Millenials’ intentions to book on Airbnb

Author

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  • Suzanne Amaro
  • Luisa Andreu
  • Shenhua Huang

Abstract

The sharing economy has witnessed a significant growth in recent years, enhanced by the development of online platforms. In particular, Airbnb has witnessed a significant worldwide year-on-year growth. Given the importance and popularity of Airbnb, it is crucial to examine which factors affect intentions to book on this website. This study proposes and tests a model based on the Theory of Reasoned Action, to examine millennials’ determinants of intentions to book on Airbnb. Based on two online surveys targeting millennials from Germany and China, the results show that intentions to book on Airbnb is mostly influenced by subjective norm, desire for unique accommodation and variety, attitude and economic benefits. Surprisingly, economic benefits have the smallest effect. Perceived risk with the purchase channel was found to have no impact on intentions to book on Airbnb. Managerial implications and theoretical contributions are provided.

Suggested Citation

  • Suzanne Amaro & Luisa Andreu & Shenhua Huang, 2019. "Millenials’ intentions to book on Airbnb," Current Issues in Tourism, Taylor & Francis Journals, vol. 22(18), pages 2284-2298, November.
    • Handle: RePEc:taf:rcitxx:v:22:y:2019:i:18:p:2284-2298
    DOI: 10.1080/13683500.2018.1448368
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    Cited by:

    1. Yifei Jiang & Honglei Zhang & Xianting Cao & Ge Wei & Yang Yang, 2023. "How to better incorporate geographic variation in Airbnb price modeling?," Tourism Economics, , vol. 29(5), pages 1181-1203, August.
    2. Mehmet S. Güçlü & Oya Erdil & Hakan Kitapçı & Erkut Altındağ, 2023. "How Consumer Motivations to Participate in Sharing Economy Differ Across Developed and Developing Countries: A Comparative Study of Türkiye and Canada," SAGE Open, , vol. 13(2), pages 21582440231, May.
    3. Chaang-Iuan Ho & Tzong-Shyuan Chen & Chin-Pei Li, 2023. "Airbnb’s Negative Externalities from the Consumer’s Perspective: How the Effects Influence the Booking Intention of Potential Guests," Sustainability, MDPI, vol. 15(11), pages 1-28, May.
    4. Joan B. Garau-Vadell & Desiderio Gutiérrez-Taño & Ricardo J. Díaz-Armas, 2023. "The Moderating Role of Generation on Residents’ Support for P2P Vacation Accommodations: Millennials versus Older Generations," SAGE Open, , vol. 13(1), pages 21582440231, February.

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