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Investigating Motives and Reasons for Choosing Airbnb Accommodations by Greek Consumers
Konstantinos MYLONIDIS, Costas ASSIMAKOPOULOS

Last modified: 2019-11-15

Abstract


Abstract: In today's age the internet has created new ways of communication and has provided opportunities for different ways of approaching business. One of these new ways of interacting is the common economy, which offers a range of possibilities for the shared use of available resources by consumers. These capabilities have also created new business opportunities and models, one of which being Airbnb, where website visitors can book and comment on accommodation they have stayed around the world. This new form of accommodation, as expected, has attracted research interest, and especially for Greece where tourism is a major developmental axis, it is necessary to explore it in a range of dimensions. Based on this fact, the purpose of this research effort is to investigate the motivations and reasons for selecting Airbnb accommodation from Greek consumers. To meet the objectives of the survey, a quantitative survey of primary data was conducted using a questionnaire, a sample of 139 Airbnb visitors, and among others the results showed that staying in an Airbnb accommodation was more than comfortable, as a genuine local experience, a unique experience, from the convenience of the location and the modern ambience/decor. Also, the expected experience satisfaction of renting an Airbnb accommodation was higher than the expected customer experience satisfaction.

Introduction

The evolution of tourism in recent years has upgraded the role of tourism in the economic and social development of many travel destinations. On this basis, special attention has been paid to identify the particular characteristics of tourists and the factors that shape their behavior, in order to identify and form a consumer model. Subsequently, local communities increased their attention in organizing the tourism product, tailoring specific tourism products and services to meet different needs and desires of tourists. Moving in this direction is the categorization of tourists into groups/categories based on common characteristics and desires, that is, on the basis of the particular elements that constitute their consumption pattern, which has a significant influence on tourism behavior, size, frequency and type of tourism. One such category of tourists are tourists staying in Airbnb accommodation, with this category claiming a large share in shaping tourism supply and demand by directly influencing individual discrete state policies as well as private tourism initiatives. Accommodation through Airbnb is increasingly an important part of the global tourism market. Freelance travelers tend to travel more often and for longer than those who plan holiday packages or stay in hotels.

The overall objective of the survey was to examine the motivations and reasons for selecting Airbnb accommodation. Based on the purpose of the research, the research design focused on the following basic research questions:

1. What are the motives of tourists choosing Airbnb over traditional accommodation?

2. What is the intention of visitors who choose an Airbnb accommodation to recommend it to third parties?

3. What are the characteristics of guests choosing an Airbnb accommodation?

4. What factors/reasons for choosing an Airbnb accommodation predict the overall satisfaction of guests staying?

5. Is there a statistically significant difference between the hired and expected experience of staying in an Airbnb accommodation?

6. Is there a statistically significant difference in visitor experience depending on the type of accommodation (Airbnb, Hotel 3 *, Hotel 4-5 *)?

7. Is there a statistically significant association between Accommodation Satisfaction on Airbnb and Visitor Demographic Characteristics (Gender, Age, Education Level)?

This paper consists of five sections. The first section deals with participatory economics and describes its content, development and modes of operation. The second section analyzes Airbnb, and presents previous research findings on the reasons why tourists are selected and the various impacts of this form of rental accommodation on the tourist market.

The third section refers to the primary research carried out. Initially there is a detailed reference to the method chosen and the objective of the research is set. The following is the theoretical reference to the data collection methods, the data collection tool, the sample selection method and the data analysis methods selected. The fourth section contains an analysis of the data obtained from the research carried out with the tables, charts and statistics, and evaluates the results of the research both individually and comparatively. Finally, the fifth section consists of the conclusions drawn from the research, and the limitations of the research.

Keywords


Tourism; Airbnb; Participatory Economy

References


References

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