Tourism in the Sharing Economy

This research is written for travel lodging online marketplaces (like Airbnb and HomeAway) and academics in e-commerce and travel industries. Lodging offered through online marketplaces is rapidly growing in popularity among travelers, yet the beliefs about these services and the motivations for using them are not well understood. This study explored key factors associated with lodging marketplace transactions, as well as traveler motivations. More specifically, the research focused on answering the following questions: What beliefs impact consumers' intention to reserve lodging through online lodging marketplaces such as Airbnb? and How does the motivation to travel for pleasure moderate the impact of online lodging marketplace beliefs on intention? It appears that motivation for travel is a key factor in the acceptance and use of online lodging marketplaces. Also, the four factors of novelty seeking—alleviation from boredom, change from routine, surprise, and thrill—extend the applicability of TPB to the sharing economy. Implications for tourism are discussed.