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The ‘Curators’ and The ‘Curious’: Towards a Typology of Airbnb Hosts and Guests and the Implications for Word of Mouth Marketing in the Sharing Economy


Grimmer, L, The Curators' and The Curious': Towards a Typology of Airbnb Hosts and Guests and the Implications for Word of Mouth Marketing in the Sharing Economy, CAUTHE Annual Conference, 5-8 February 2018, Newcastle, NSW, pp. 1-7. (2018) [Conference Extract]

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This project examines the process through which Airbnb hosts, guests and local small businesses (retail and hospitality) interact with one another using word of mouth (WOM) marketing. WOM is a powerful form of information provision for travellers and an effective marketing tool for small businesses, but there has been little research focused on its application in the realm of the sharing economy. This research investigates how Airbnb guests use Airbnb host recommendations (WOM) to make decisions about which local shops, restaurants, cafes and bars to visit during their stay. A qualitative approach was used with semi-structured interviews (N=30) conducted with Airbnb hosts, guests and small business owners across two sites in Tasmania, Australia. The findings show that hosts, guests and small businesses can be further classified into nine broad groups, and that the general characteristics of each group have implications for the degree to which WOM is utilised. The findings can inform recommendations about how WOM can be refined to enhance the visitor experience and drive visitation to local small businesses.

Item Details

Item Type:Conference Extract
Keywords:Airbnb, retail, tourism, sharing economy, typology, Leximancer
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing communications
Objective Division:Commercial Services and Tourism
Objective Group:Property, business support services and trade
Objective Field:Wholesale and retail trade
UTAS Author:Grimmer, L (Dr Louise Grimmer)
ID Code:123943
Year Published:2018
Deposited By:TSBE
Deposited On:2018-02-02
Last Modified:2018-02-02

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