Review of Social Media’s Influence on Airbnb Accommodation’s Booking Intention

Zilmiyah Kamble (), Suchittra Namnuad, Nguyen Hoang Phuong, Nguyen Dinh Tuan and Nguyen Hong Hanh
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Zilmiyah Kamble: James Cook University Singapore
Suchittra Namnuad: James Cook University Singapore
Nguyen Hoang Phuong: James Cook University Singapore
Nguyen Dinh Tuan: James Cook University Singapore
Nguyen Hong Hanh: James Cook University Singapore

A chapter in Strategic Innovative Marketing and Tourism, 2020, pp 715-725 from Springer

Abstract: Abstract The impact of social media on the tourism industry has great significance for all stakeholders. The purpose of this paper is to highlight and comprehend how social media’s (Social Networking and Review Sites) influences accommodation’s booking intention, with regards to Airbnb accommodation. To achieve the purpose, the paper focuses on exploring the scope of social media, comprehending the different levels of exposure or usage of social media by different generations, and analyzing the influence of social media in booking Airbnb accommodations. Through these objectives, it intends to emphasize the role of social media in the tourism industry, as well as brings out the benefits for tourists across the globe. This research expresses the factors that are considered to influence Airbnb booking intention through a conceptual framework. In analyzing the scope of choosing Airbnb as a traveler’s accommodation, this study also demonstrates that social media is a useful tool in improving not only the quality of business but also increasing the revenue.

Keywords: Social media; Airbnb; Accommodation; Booking intention; Online reviews; Trust (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-36126-6_79

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DOI: 10.1007/978-3-030-36126-6_79

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