Estimation of an attribute value peer-to-peer accommodation platform using a choice experiment: focus on Airbnb

Abstract

Purpose

The purpose of this study is to identify individuals’ preferences for the information attributes of Airbnb, a representative peer-to-peer (P2P) accommodation platform. In the sharing economy, platforms are considered to be the principal intermediaries in supply and demand, and these platforms have distinctly different attributes from traditional accommodation reservation systems.

Design/methodology/approach

The present study used a choice experiment, which is a method for systematically identifying attributes’ preferences in the form of marginal willingness-to-pay (MWTP). Amazon Mechanical Turk, a crowdsourcing marketplace, was used for data collection, and 243 respondents ultimately participated in the survey.

Findings

Results showed that respondents’ choices were positively affected by the number of pictures of an accommodation, host experience, cancellation policy and local information but negatively affected by cost. Regarding MWTPs, host experience had the highest value (US$84.25), followed by cancellation policy (US$40), photos (US$26.67) and local information (US$10.92).

Originality/value

These study results could provide strategic guidance for guiding the development of P2P accommodation platforms by providing a prioritized list of preferred attributes for Airbnb.

研究目的

本研究旨在识别个人对Airbnb这一代表性P2P住宿平台信息属性的偏好。在共享经济中, 平台被视为供需的主要中介, 而这些平台与传统住宿预订系统有明显不同的属性。

研究方法

本研究采用选择实验法（CE）, 这是一种系统地确定属性偏好的方法, 表现为边际支付意愿（MWTP）。数据采集使用了Amazon Mechanical Turk（MTurk）, 最终有243名受访者参与了调查。

研究发现

结果显示, 受访者的选择受到住宿图片数量、房东经验、取消政策和本地信息的积极影响, 而受到价格的负面影响。关于边际支付意愿, 房东经验具有最高价值（84.25美元）, 其次依次为取消政策（40美元）、照片（26.67美元）和本地信息（10.92美元）

研究创新

通过提供优先考虑的 Airbnb 偏好属性列表, 本研究结果可以为引导P2P住宿平台的发展提供战略指导.

Citation

Jung, J., Lee, W.S. and Moon, J. (2024), "Estimation of an attribute value peer-to-peer accommodation platform using a choice experiment: focus on Airbnb", Journal of Hospitality and Tourism Technology, Vol. 15 No. 2, pp. 197-210. https://doi.org/10.1108/JHTT-08-2021-0245