Abstract
AbstractThe COVID-19 epidemic affected all industries, but the hospitality sector was hardest hit as governments used social distancing to prevent outbreaks. Based on the insights of relationship theory, before social distancing became an essential behaviour spread globally, this study attempts to understand what factors influence love for Airbnb brand, how they are linked together, and how love for Airbnb brand could be beneficial to local business/market. This research focussed on 9 in-depth interviews with Airbnb hosts and 3 focus groups with 13 experts from short-term rentals companies in Prague (22 participants). The outcome of this study provides insights on love towards Airbnb brand, and based on this, it set a start point for deeper, beneficial connectivity between Airbnb users and local community. This research contributes to the expansion of literature about love towards Airbnb brand, its dimensions, and its main outcome. This study suggests that brand identity, communication and branding activities, service attractiveness, guest experience, perceived cultural value, satisfaction and reputation are dimensions of love towards Airbnb brand and have as main outcome love towards local community.
Funder
Università degli Studi di Salerno
Publisher
Springer Science and Business Media LLC
Subject
Strategy and Management,Business and International Management
Reference95 articles.
1. Airbnb. 2019. Open Letter to European Governments and Regulators. https://press.airbnb.com/en-uk/open-letter-to-european-governments/. Accessed 2 Sept 2020.
2. Airbnb Inc. 2019. Airbnb Citizen Advancing home-sharing as a solution. https://www.airbnbcitizen.com/. Accessed 2 Sept 2020.
3. Akarsu, T., P. Foroudi, and T.C. Melewar. 2020. What makes Airbnb likeable? Exploring the nexus between service attractiveness, country image, perceived authenticity and experience from a social exchange theory perspective within an emerging economy context. International Journal of Hospitality Management 91 (2020): 1–14.
4. Albert, N., D. Merunka, and P. Valette-Florence. 2008. When consumers love their brands: Exploring the concept and its dimensions. Journal of Business Research 61 (10): 1062–1075.
5. Altinay, L., and B. Taheri. 2019. Emerging themes and theories in the sharing economy: A critical note for hospitality and tourism. International Journal of Contemporary Hospitality Management 31 (1): 180–193.