Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/77108
Title: When guests trust hosts for their words : host description and trust in sharing economy
Authors: Tussyadiah, IP
Park, S 
Keywords: Airbnb
Sharing economy
Peer-to-peer accommodation
Host self-presentation
Self-marketing
Trustworthiness
Issue Date: 2018
Publisher: Pergamon Press
Source: Tourism management, 2018, v. 67, p. 261-272 How to cite?
Journal: Tourism management 
Abstract: In order to better understand the dynamics of user behavior in the sharing economy platform, a multi-stage study was conducted on how Airbnb hosts articulate themselves online and how consumers respond to different host self-presentation patterns. First, using text mining techniques on a large dataset consisting descriptions of Airbnb hosts in 14 major cities in the United States, two patterns of host self-presentation were identified. Hosts generally present themselves online as (1) a well-traveled individual, eager to meet new people or (2) an individual of a certain profession. This contributes to the conceptualization of profile as promise framework for online self-presentation in mixed-mode interactions involving peer-to-peer accommodation platform. Second, consumers respond to the two host self-presentation strategies differently, demonstrating higher levels of perceived trustworthiness in and intention to book from well-traveled hosts. This has direct strategic implications for effective self marketing of "amateur" tourism players as well as for the role of residents as resources in tourism destinations.
URI: http://hdl.handle.net/10397/77108
ISSN: 0261-5177
EISSN: 1879-3193
DOI: 10.1016/j.tourman.2018.02.002
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