Factors influencing the adoption of Airbnb among Ghanaians: a study moderated by culture

Acheampong Owusu, Paul Asante and Ivy Hawah Taana

International Journal of Business Forecasting and Marketing Intelligence, 2026, vol. 11, issue 3, 311-334

Abstract: This study explores the factors influencing the adoption of Airbnb among Ghanaians and also examines the moderating effect of culture impacting the use of the service. A research framework was developed under the lens of the UTAUT model and Hofstede's cultural dimensions for the study. Employing a qualitative method, primary data were collected from 17 participants through purposive sampling and analysed via thematic analysis. The findings indicate that performance expectancy, effort expectancy, and social influence had an impact on behavioural intention to use Airbnb; facilitating conditions also influence user behaviour to use the service. The findings further suggest that cultural dimensions (uncertainty avoidance, power distance, individualism/collectivism, and masculinity) moderated the influencing factors on behavioural intention. The findings thus inform managers of Airbnb to increase their effort to make it universally recognised in Ghana as it provides more convenient services to customers.

Keywords: digital platforms; sharing economy; Airbnb; UTAUT; Hofstede's cultural dimensions; qualitative method; Ghana. (search for similar items in EconPapers)
Date: 2026
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