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To share or to access? Travelers’ choice on the types of accommodation-sharing services

Karen L. Xie,Linchi Kwok,Chihchien Chen,Jiang Wu

Published 2020 in Journal of Hospitality and Tourism Management

ABSTRACT

Abstract Accommodation-sharing services have proliferated rapidly. Under the assumption that accommodation-sharing services provide travelers unique social interactions with local hosts or their peer travelers who also visit the destination for a shared stay, this study examines how the likelihood of travelers' choice on the types of accommodation-sharing services, including to share with a host, to share with other travelers, or to share with no others (to access), is affected by a specific type of accommodation of prior stays and their frequency of visits to a destination. A series of analysis using econometric models of multinomial logistic regressions were performed, using the longitudinal data of consumer choice among the three types of accommodation-sharing services collected from a major accommodation-sharing platform in China (xiaozhu.com). Generally, travelers tend to choose the same type of accommodation-sharing services they have used in the past. Additionally, the likelihood for a traveler to choose to share with a host, compared to the other two types of accommodation services, does not diminish but grows as the traveler's frequency of visits to a destination increases. This study adds unique marketing insights to the emerging literature regarding consumer choice on the types of accommodation-sharing services.

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