Switching to peer-to-peer accommodation (P2PA): an extended push-pull-mooring model perspective from emerging economy

Abstract

PurposeDrawing on the Push-Pull-Mooring model, this study sheds light on the factors that drive tourists to switch from traditional hotels to peer-to-peer accommodation (P2PA) in light of the global spread of the Covid-19 pandemic.Design/methodology/approachData have been collected from 380 participants through an online pan India survey. The data were mainly analyzed by adopting structural equation modeling.FindingsAll the three categories of push, pull and mooring factors are crucial in explaining tourists' switching intentions from hotels to P2PA. Out of all the factors, subjective norm came out to be the most significant factor while satiation (push factor) and authentic experiences (pull factor) also came out to be important indicators.Practical implicationsThe findings of this study carry implications for hoteliers as well as P2PA platform hosts. Hotels need to re-conceptualize their standard services, décor and amenities while P2PA hosts need to continue providing authentic experiences and also comply with all the Covid-19 norms.Originality/valueThe study offers a comprehensive PPM model to determine tourists' intentions to switch from hotels to P2PA. Moreover, this paper is one of the early studies to provide insights into tourists' switching intentions amidst Covid-19.