El jueves 23 de setiembre a las 10:15 horas tendrá lugar un Seminario de investigación en turismo en modalidad virtual. Para asistir es necesario inscribirse en este enlace.
Ponentes: Alessandro Salis, Manuela Pulina y Anna Bassu
Institución: University of Sassari (Italy) y Edge Hill University (UK)
Nombre del trabajo: Domains and indicators of trust: an empirical analysis on AIRBNB
Airbnb is a leading company in the sharing economy for private home rental. To provide such an exchange globally, Airbnb leverages interpersonal trust. Reputational systems allow guests to share their experiences and evaluate the quality of the hosts and destinations through several dimensions. This research explores which domains and indicators guests are satisfied or dissatisfied with the experience. A positive experience leads to loyalty and/or recommendation to others.
A qualitative exploratory analysis is employed by analyzing the reviews for thirty-eight accommodations in Alghero (Italy). We used thematic analysis and chose an interpretative approach to reconstruct the customers’ opinions. The coding and analysis were carried out by two researchers using ATLAS.ti.
These constructs indicate which factors increase or decrease trust and, therefore, a strengthening of social capital. As a further control and as a complementary tool, a quantitative analysis assesses the factors influencing the probability that a host becomes super-host. The results showed how perceived cleanliness of the accommodation, host efficiency, English knowledge, and free access to the internet played a fundamental role in becoming a super-host.