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The peer-to-peer (P2P) sharing accommodation practice has experienced exponential growth in the number of users in recent years. The aim of this paper is to profile the demand of P2P accommodation based on the motivational factors for choosing this type of lodging in Portugal. An online survey to collect information regarding the motivation of P2P guests was carried out. The study identifies four homogenous groups of P2P accommodation users, resorting to a hierarchical cluster analysis. The findings demonstrate interesting differences between the identified clusters in terms of personality traits, satisfaction and behavioral intentions. The results reveal the importance of differentiated strategies for groups of users to meet their motivations, improving their experience, and thus leading to higher satisfaction levels.

Heterogeneity in Peer-to-peer Accommodation Users: Motivations, Personality Traits, Satisfaction, and Behavioral Intentions