Exploring Determinants of Performance Indicator and Customer Satisfaction of Accommodation Sharing: Implication on Tourism Competitiveness

How do customers and potential customers perceive the realities of the sharing economy? The sharing economy has grown rapidly and expanded to meet diverse needs beyond expectation. By focusing on accommodation sharing, the purpose of this study is to investigate determinants of occupancy rates and perceptions of existing and potential customers. By applying Airbnb data, this study examined current usage and effects of factors on performance indicator of accommodation sharing in tourism destinations (Study 1). Study 2 investigated effects of perceived factors on satisfaction and intention to use, effects of satisfaction on loyalty, and effects of loyalty on perceived tourism competitiveness. Study 2 applied online survey data collected from both existing and potential customers. This study applied statistical analyses such as factor and regression analyses, ANOVA, t-test, and MANOVA. Additionally, this study analyzed impacts of major variables in terms of demographics. The results of this study provide managerial and policy implications for the fields of accommodation sharing and tourism.