Tourists Purchase Intention towards Airbnb in Kuala Lumpur

Abstract

Airbnb has grown very rapidly over the past several years, with millions of tourists having used the service. The purpose of this is study to investigate tourists purchase intention towards Airbnb and to segment them accordingly. The study involved a national survey by 384 tourists who had stayed or have the intention to stay in Airbnb accommodation which consisted 25 questions. Aggregate results indicated that respondents were most strongly attracted to Airbnb by its prices, and somewhat less so by its experiential attributes. An exploratory factor analysis identified three influencing factors namely web review, social interaction and price. The results suggest that those three factors significantly explain the overall attitude towards Airbnb. Various practical and conceptual implications of the findings are discussed.