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2016 | OriginalPaper | Buchkapitel

Strategic Self-presentation in the Sharing Economy: Implications for Host Branding

verfasst von : Iis P. Tussyadiah

Erschienen in: Information and Communication Technologies in Tourism 2016

Verlag: Springer International Publishing

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Abstract

Peer-to-peer accommodation platform is a unique venue of commercial social exchanges where mixed-mode interactions (i.e., online first, then offline) occur between hosts and guests. With the continuous growth of sharing economy comes the importance to better understand the strategies that hosts use to communicate with and attract their prospective consumers. Using the framework of personal branding and self-presentation, this study explored the different ways hosts of peer-to-peer accommodation articulate their profile online. Using host descriptions from 12,785 Airbnb listings in New York, United States, five clusters of host self-presentation were identified: The Global Citizen, The Local Expert, The Personable, The Established, and The Creative. Honest and positive self-presentation, as well as competence strategies were identified from these clusters. The host profiles were further explored to identify differences in their behaviour, listing characteristics, and guest review ratings.

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Vorheriges Kapitel The Impact of Sharing Economy on the Diversification of Tourism Products: Implications for Tourist Experience

Nächstes Kapitel Forecasting the Final Penetration Rate of Online Travel Agencies in Different Hotel Segments

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Titel: Strategic Self-presentation in the Sharing Economy: Implications for Host Branding
verfasst von: Iis P. Tussyadiah
Verlag: Springer International Publishing
Buch: Information and Communication Technologies in Tourism 2016
Print ISBN: 978-3-319-28230-5

Electronic ISBN: 978-3-319-28231-2

Copyright-Jahr: 2016
DOI: https://doi.org/10.1007/978-3-319-28231-2_50

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