Airbnb: Why Tourists Choose It and How They Use It

About the Project

The researcher conducted an online survey of people who had used Airbnb within the previous year. The survey was conducted from July to October 2015. A total of 844 respondents were included in the final sample. The research was supported by the Social Sciences and Humanities Research Council of Canada.

The research involved respondents rating the extent to which they agreed with different motivations for choosing Airbnb. These motivations were then grouped into underlying factors using an exploratory factor analysis. Subsequently, the respondents were divided into motivation-based market segments via cluster analysis.

About the Researcher

Dr. Daniel Guttentag is an Assistant Professor at the Ted Rogers School of Hospitality and Tourism Management. His research focuses on Airbnb consumer behaviour and policy questions.