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Risk Perceptions of Airbnb Hosts: Evidence from a Mediterranean Island

Author

Listed:
  • Nahid Malazizi

    (Faculty of tourism, Eastern Mediterranean University, Via Mersin 10, Famagusta 99628, North Cyprus, Turkey)

  • Habib Alipour

    (Faculty of tourism, Eastern Mediterranean University, Via Mersin 10, Famagusta 99628, North Cyprus, Turkey)

  • Hossein Olya

    (Oxford Brookes Business School, Oxford Brookes University, Oxford OX3 0BP, UK)

Abstract

In the context of the sharing economy, Airbnb has become a formidable mode of accommodation in the tourism industry worldwide, with a presence in over 34,000 cities in 191 countries. However, the risks associated with online bookings are significant dimensions of this e-market domain. This study assesses Airbnb hosts’ perceived risks and investigates the effects of service, financial, safety and security, psychological and political risks on the host’s satisfaction and intention to continue and recommend this business to potential hosts. A survey was administered to 221 Airbnb hosts located in Northern Cyprus. Structural equation modeling (SEM) was used to test the proposed conceptual model. The results revealed that host satisfaction is negatively influenced by financial and safety and security risks; continuance intention is negatively affected by financial, safety and security, and political risks; intention to recommend this business is negatively affected by political risk; and psychological risk increases satisfaction and intention to continue and recommend. By highlighting the theoretical and managerial implications, this study informs Airbnb management of the potential risks associated with this peer-to-peer (P2P) business in order to minimize the associated risks, enhance host satisfaction and the quality of their services, and encourage hosts to recommend Airbnb to their peers.

Suggested Citation

  • Nahid Malazizi & Habib Alipour & Hossein Olya, 2018. "Risk Perceptions of Airbnb Hosts: Evidence from a Mediterranean Island," Sustainability, MDPI, vol. 10(5), pages 1-23, April.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:5:p:1349-:d:143401
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    2. Yuanyuan Guo & Yanqing Wang & Chaoyou Wang, 2019. "Exploring the Salient Attributes of Short-Term Rental Experience: An Analysis of Online Reviews from Chinese Guests," Sustainability, MDPI, vol. 11(16), pages 1-19, August.
    3. Pantea Foroudi & Maria Palazzo & Karanikosova Sabina, 2023. "When Love Takes Over: Boosting Love Towards Airbnb Brand," Corporate Reputation Review, Palgrave Macmillan, vol. 26(4), pages 264-278, November.
    4. Sara Dalir & Abror Mahamadaminov & Hossein GT Olya, 2021. "Airbnb and taxation: Developing a seasonal tax system," Tourism Economics, , vol. 27(2), pages 365-378, March.
    5. Soo-Hyun Jun, 2020. "The Effects of Perceived Risk, Brand Credibility and Past Experience on Purchase Intention in the Airbnb Context," Sustainability, MDPI, vol. 12(12), pages 1-16, June.
    6. Csaba Sidor & Branislav Kršák & Ľubomír Štrba & Michal Cehlár & Samer Khouri & Michal Stričík & Jaroslav Dugas & Ján Gajdoš & Barbora Bolechová, 2019. "Can Location-Based Social Media and Online Reservation Services Tell More about Local Accommodation Industries than Open Governmental Data?," Sustainability, MDPI, vol. 11(21), pages 1-21, October.
    7. Tiantian (Tiana) Shi & Biao He & Jun (Justin) Li, 2019. "Exotic or Home? Tourists’ Perception of Guest Houses, Guest Houses Loyalty, and Destination Loyalty in Remote Tourist Destinations," Sustainability, MDPI, vol. 11(14), pages 1-16, July.
    8. Jiang Jiang & Rui Feng & Eldon Y. Li, 2021. "Uncovering the Providers’ Continuance Intention of Participation in the Sharing Economy: A Moderated Mediation Model," Sustainability, MDPI, vol. 13(9), pages 1-22, May.
    9. Meisam Ranjbari & Gustavo Morales-Alonso & Ruth Carrasco-Gallego, 2018. "Conceptualizing the Sharing Economy through Presenting a Comprehensive Framework," Sustainability, MDPI, vol. 10(7), pages 1-24, July.
    10. Asad Mohsin & Jorge Lengler, 2021. "Airbnb Hospitality: Exploring Users and Non-Users’ Perceptions and Intentions," Sustainability, MDPI, vol. 13(19), pages 1-20, September.
    11. Laura Serrano & Antonio Sianes & Antonio Ariza-Montes, 2020. "Understanding the Implementation of Airbnb in Urban Contexts: Towards a Categorization of European Cities," Land, MDPI, vol. 9(12), pages 1-21, December.
    12. Rossmannek, Oliver & David, Natalie & Schramm-Klein, Hanna, 2022. "Suppliers’ loyalty to their sharing platform: The influence of multiple roles," Journal of Business Research, Elsevier, vol. 143(C), pages 272-281.

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