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Tourism: An International Interdisciplinary Journal, Vol. 71 No. 2, 2023.

Original scientific paper

https://doi.org/10.37741/t.71.2.5

Attitude Towards Peer-to-Peer Accommodation: Evidence from Tourists in the Philippines

Mark Ratilla orcid id orcid.org/0000-0002-8318-505X ; Department of Marketing and Management, Faculty of Management and Economics, Tomas Bata University in Zlin, Czech Republic; Department of Business and Management, College of Management and Economics, Visayas State University, Baybay City, Philippines
Sandeep Kumar Dey orcid id orcid.org/0000-0002-9103-5422 ; Department of Marketing and Management, Faculty of Management and Economics, Tomas Bata University in Zlin, Czech Republic
Miloslava Chovancova ; Department of Marketing and Management, Faculty of Management and Economics, Tomas Bata University in Zlin, Czech Republic

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Abstract

The study responds to the paucity of understanding of tourists' attitudes toward peer-to-peer (P2P) accommodation services in less-developed economies. By gaining insights into the extant literature, the study proposes and tests a research model that accents the impact of perceived economic benefits, social incentives, and trust on consumers’ attitudes towards P2P accommodation. Notably, it also explores the potential attitudinal effect of the new materialist lifestyle. Data were collected through a web-based survey involving 112 consumers aware of P2P accommodation with prior domestic tourism experience in the Philippines. Partial least squares structural equation modelling technique was employed for data analysis. The findings reveal that only economic benefits and trust perceptions can predict consumers’ attitudes towards P2P accommodation services. Considering this, accommodation providers should continue to emphasize the economic value of their services to expand the customer base. Additionally, platform and accommodation providers can also enhance trust-building initiatives to reduce consumers' risk perceptions potentially aggravated by the ongoing pandemic.

Keywords

attitude; consumer behaviour; new materialist lifestyle; peer-to-peer accommodation; sharing economy

Hrčak ID:

301294

URI

https://hrcak.srce.hr/301294

Publication date:

8.5.2023.

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