The construction of the affinity-seeking strategies of Airbnb homestay hosts
Purpose: This study aims to explore the dimensions and sub-factors of Airbnb hosts’ affinity-seeking strategies. It also aims to build a conceptual framework of hosts’ affinity-seeking strategies and their impact on Airbnb guests’ feelings of affection toward their host and/or the homestay and their behavioral intentions. Design/methodology/approach: Based on 150,161 Inside Airbnb online reviews in three major US cities, this study uses semantic analysis to explore processes through which hosts’ affinity-seeking strategies are constructed. Findings: A conceptual framework is proposed to identify two dimensions (warmth and competency) and their sub-factors (“presenting friendly attitudes,” “showing personality traits,” “providing service and help” and “promoting social interaction and sharing”) of Airbnb homestay hosts’ affinity-seeking strategies. The framework shows a positive relationship between these strategies and guests’ affection and behavior in response. Practical implications: The research findings provide valuable insights to hosts for improving their affinity and strengthening their competitive advantages. They also offer guidance to destination management organizations on how to build a positive destination image. Originality/value: To the best of the authors’ knowledge, this study is the first to conceptualize Airbnb homestay hosts’ affinity-seeking strategies. It contributes to the literature by incorporating social cognition theory and service theory in the analysis of these strategies.
Year of publication: |
2021
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Authors: | Qiu, Hanqin ; Chen, Dongzhi ; Bi, Jian-Wu ; Lyu, Jiaying ; Li, Qinghui |
Published in: |
International Journal of Contemporary Hospitality Management. - Emerald, ISSN 0959-6119, ZDB-ID 2028752-5. - Vol. 34.2021, 3 (07.12.), p. 861-884
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Publisher: |
Emerald |
Saved in:
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