Investigating why guests choose to use (or not to use) peer-to-peer hospitality services through the behavioral perspective model

Abstract

This study aimed to combine and systematise the reasons why guests opt to use (or reject) peer-to-peer hospitality services according to recent literature, thus providing practical solutions to strengthen this industry. In this regard, this study performed a comprehensive literature review of 24 studies in the field of tourism and hospitality by (i) applying their findings (N_reasons = 115) to a broad model of predicted consumption (behavioural perspective model), (ii) recognising the incidence of utilitarian and informational outcomes in the industry, (iii) identifying a pattern of reinforcement attached to it, and (iv) implementing the marketing mix structure to develop growth strategies. The results show that guests opt for these services primarily for utilitarian reasons, such as feeling welcomed by their host and comfortable in the neighbourhood (interaction), and that the level of security introduced by these services (safety) either attracts or turns away consumers. Furthermore, the high utilitarian/low informational pattern of reinforcements attached to these services reveals opportunities to develop the industry, which may be covered by extending accommodation that prompts individuals’ need for self-promotion and uniqueness (place strategy). This study contributes to past peer-to-peer hospitality research focussed on guests’ perspectives by linking their findings and providing a broad-theme overview. It also extends the behavioural perspective model literature to hospitality analysis, providing managers with a further consumer predictive tool.