Review of social media’s influence on Airbnb accommodation’s booking intention

Kamble, Zilmiyah, Namnuad, Suchittra, Nguyen, Hoang Phuong, Nguyen, Dinh Tuan, and Nguyen, Hong Hanh (2020) Review of social media’s influence on Airbnb accommodation’s booking intention. In: Strategic Innovative Marketing and Tourism: 8th ICSIMAT, Northern Aegean, Greece, 2019. pp. 715-725. From: ICSIMAT 2019: International Conference on Strategic Innovative Marketing and Tourism, 17-21 July 2019, Chios, Greece.

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The impact of social media on the tourism industry has great significance for all stakeholders. The purpose of this paper is to highlight and comprehend how social media’s (Social Networking and Review Sites) influences accommodation’s booking intention, with regards to Airbnb accommodation. To achieve the purpose, the paper focuses on exploring the scope of social media, comprehending the different levels of exposure or usage of social media by different generations, and analyzing the influence of social media in booking Airbnb accommodations. Through these objectives, it intends to emphasize the role of social media in the tourism industry, as well as brings out the benefits for tourists across the globe. This research expresses the factors that are considered to influence Airbnb booking intention through a conceptual framework. In analyzing the scope of choosing Airbnb as a traveler’s accommodation, this study also demonstrates that social media is a useful tool in improving not only the quality of business but also increasing the revenue.

Item ID: 61101
Item Type: Conference Item (Research - E1)
ISBN: 978-3-030-36126-6
ISSN: 2198-7246
Keywords: Social Media, Airbnb, Accommodation, Booking Intention, Online Reviews, Trust
Date Deposited: 02 Dec 2019 00:26
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350804 Tourism marketing @ 90%
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350806 Tourist behaviour and visitor experience @ 10%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900301 Economic Issues in Tourism @ 100%
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