Predicting Chinese travelers’ intentions to use Airbnb

Authors

  • Zhongyi Ma Beijing Youth Concern International Education Consulting Center Hangzhou Sub-center
  • Katerina Berezina Department of Nutrition and Hospitality Management The University of Mississippi
  • Cihan Cobanoglu College of Hospitality and Tourism Leadership University of South Florida Sarasota-Manatee

Keywords:

Airbnb, China, decision model, theory of planned behavior, PLS SEM

Abstract

The purpose of this study is to develop and test a model explaining factors influencing customer decision-making regarding Airbnb accommodations in China. This study builds on the theory of planned behavior to develop a model to explain a decision-making process of Chinese consumers when it comes to choosing Airbnb accommodation. The results of the study were based on the analysis of 451 responses collected via WeChat. The findings confirmed behavioral control, subjective norms, and attitude as statistically significant predictors of intentions to book Airbnb by Chinese travelers.

Author Biographies

Zhongyi Ma, Beijing Youth Concern International Education Consulting Center Hangzhou Sub-center

Zhongyi Ma, M.S., graduated from the University of South Florida Sarasota-Manatee with a master’s degree in Hospitality Management. Upon graduation he worked as an HR Clerk in Intercontinental Hangzhou for 10 months. Currently he is employed as a document clerk in Application Processing Center of Beijing Youth Concern International Education Consulting Center Hangzhou Sub-center. His research interests include sharing economy and brand localization in China.

Katerina Berezina, Department of Nutrition and Hospitality Management The University of Mississippi

Katerina Berezina, PhD, CHTP, CRME, CHIA, is an Assistant Professor in the Department of Nutrition and Hospitality Management at the University of Mississippi. Her research interests are in the areas of information technology in hospitality and tourism, electronic distribution, and revenue management.

Cihan Cobanoglu, College of Hospitality and Tourism Leadership University of South Florida Sarasota-Manatee

Cihan Cobanoglu, PhD, is the McKibbon Endowed Chair Professor of the College of Hospitality & Tourism Leadership at the University of South Florida Sarasota-Manatee, and he also serves as the director of the M3 Center for Hospitality Technology and Innovation and coordinator of International Programs for the College of hospitality & Tourism Leadership. His research involves the use and impact of technology in the hospitality industry.

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Published

2019-12-20

How to Cite

Ma, Z., Berezina, K. and Cobanoglu, C. (2019) “Predicting Chinese travelers’ intentions to use Airbnb”, e-Review of Tourism Research, 17(4). Available at: https://journals.tdl.org/ertr/index.php/ertr/article/view/544 (Accessed: 16January2021).

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