MATCHING PRIVATE ACCOMMODATIONS WITH UNFAMILIAR TOURISTS: THE PERSPECTIVE FROM ALTRUISM AND SOCIAL IDENTITY

Abstract

Purpose - The purpose of this study is to examine how online travel communities and host benevolence influence Couchsurfer behavior. We formulated a model of Couchsurfers’ behavioral intentions from the perspectives of trust, social identity theory, and altruism. Design/methodology/approach - Empirical data were collected from members of online travel communities. Participants were required to complete an online survey program developed using the SURVEYCAKE website (https://www.surveycake.com/), via invitation message. The invitation information stated the purpose of the study and provided a hyperlink to the digital survey form. We sent out the invitations, and 423 were returned completed. Findings - Community engagement is an enzyme catalyst between Couchsurfers and online travel communities. Online travel communities that provide an enjoyable experience could increase the satisfaction of Couchsurfers, who tend to spend more time browsing and interacting with interesting online travel communities. Research limitations/implications - Research will discuss the travel purpose of Couchsurfers and may better understand the considerations of hosts willing to provide lodging in future research. Practical implications - The operator of online travel communities should collect tacit knowledge and transform it into useful tourism information that can benefit both online travel communities and Couchsurfers. Originality/value - The results of this study provide additional evidence of altruism in the study of tourism behavior and offer new perspectives on behavior in virtual communities