Repeat Consumer Behavior on Smart P2P Tourism Platforms

Pilar Talón-Ballestero, Fernando E. García-Muiña, Juan José Rienda-Gómez and Lydia González-Serrano
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Pilar Talón-Ballestero: Business Economics, Universidad Rey Juan Carlos, 28032 Mostoles, Spain
Fernando E. García-Muiña: Business Organization, Universidad Rey Juan Carlos, 28032 Mostoles, Spain
Juan José Rienda-Gómez: Financial Economics and Accounting and Modern Language, Universidad Rey Juan Carlos, 28032 Mostoles, Spain
Lydia González-Serrano: Business Economics, Universidad Rey Juan Carlos, 28032 Mostoles, Spain

Sustainability, 2019, vol. 11, issue 24, 1-13

Abstract: Despite the key role played by frequent consumers interacting on smart P2P (peer to peer) tourism platforms, there are hardly any studies on the explanatory variables of their frequency of use. This paper aims to understand the motivational and sociodemographic factors that bring about repeat consumers in collaborative accommodation and transport services. In order to test various assumptions, a set of logistic regressions were made where the dependent variable is the frequency of use and the independent variables are sociodemographic and motivational factors. The results suggest that many consumer attributes recognized as being typical of collaborative platforms, such as young people traveling with friends for leisure who are interested in low prices, have changed. We found that, due to the consolidation of these smart business models, the frequency of use increases with age and for those who travel for work reasons. In addition, it is worth noting the existence of a positive relationship between consumers who provide reviews on these platforms and their frequency of use.

Keywords: P2P platforms; smart tourism; business model; sharing economy; collaborative tourism; repeat consumer behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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