Antecedents and consequences of tourists’ attachment in driving guests’ booking intention: a case of Airbnb, Malaysia

Abstract

Purpose: Airbnb has emerged as one of the most prominent examples of sharing economy platforms in the tourism industry. The growing popularity of Airbnb among tourists has boost revenue in the accommodation rental industry. Considering its significant impact on tourism industry growth, this paper aims to shed some light on guests’ booking intentions on Airbnb, Malaysia. Design/methodology/approach: A web-based survey was designed to collect the data, which yielded 174 usable and valid responses. Structural equation modelling, partial least square technique was used to analyse the data. Findings: The results confirmed that Airbnb’s reputation and guests’ unique experience expectation positively affect guests’ attachment to Airbnb, which, in turn, drives guest booking intention. However, price consciousness did not exert any effect on guests’ attachment to Airbnb. Practical implications: The findings of this study will equip Airbnb managers, accommodation platform owners and service providers in developing appropriate marketing plans and strategies to better understand the implications of both internal and external causes that may lead to guests’ intention to book their accommodations. Originality/value: This research has its merits in adding value to the tourism literature by understanding the drivers of guests’ booking intentions on Airbnb. Furthermore, the study findings contribute to the existing literature by investigating few new linkages such as the role of guests’ attachment to Airbnb as a mediator between guests’ unique experience expectation, price consciousness, reputation and guests’ booking intention.