IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2018i1p74-d192748.html
   My bibliography  Save this article

Airbnb Branding: Heritage as a Branding Element in the Sharing Economy

Author

Listed:
  • Alvaro Fierro

    (Faculty of Economics and Business, University of the Basque Country UPV/EHU, Avda Lehendakari Agirre 83, 48015 Bilbao, Spain)

  • Ibon Aranburu

    (School of Engineering, University of the Basque Country UPV/EHU, Alameda de Urquijo, 48013 Bilbao, Spain)

Abstract

The cultural heritage of cities has been proven to be a generator of economic activity and a singular place branding/marketing tool for territories. In addition, in recent times, there has been a boom in the collaborative economy in urban destinations, epitomized by accommodation companies, such as Airbnb. The main objective of this article was to analyze how cultural heritage adds value to the collaborative economy. To this end, a method was proposed that analyzed Airbnb host descriptions, detecting the cultural and heritage goods mentioned, therein, which are used as marketing elements. From these cultural assets, various econometric models were generated that aimed to assess the number of guest reviews, which were used as a proxy for the number of guests. To evaluate this method, a case study was developed in the city of Bilbao. In view of the results, it can be concluded that cultural heritage and spatial location positively influence the activity of the collaborative economy, increasing the number of guests and their economic value.

Suggested Citation

  • Alvaro Fierro & Ibon Aranburu, 2018. "Airbnb Branding: Heritage as a Branding Element in the Sharing Economy," Sustainability, MDPI, vol. 11(1), pages 1-14, December.
    • Handle: RePEc:gam:jsusta:v:11:y:2018:i:1:p:74-:d:192748
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/1/74/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/11/1/74/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mihalis Kavaratzis & G. J. Ashworth, 2005. "City Branding: An Effective Assertion Of Identity Or A Transitory Marketing Trick?," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 96(5), pages 506-514, December.
    2. Estela Marine-Roig, 2017. "Measuring Destination Image through Travel Reviews in Search Engines," Sustainability, MDPI, vol. 9(8), pages 1-18, August.
    3. Beatriz Plaza, 2002. "A Note on "Panorama of the Basque Country and its Competence for Self-government": Terrorism and the Guggenheim Museum Bilbao Effect," European Planning Studies, Taylor & Francis Journals, vol. 10(3), pages 383-389, April.
    4. Beatriz Plaza & Pilar González-Casimiro & Paz Moral-Zuazo & Courtney Waldron, 2015. "Culture-led city brands as economic engines: theory and empirics," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 54(1), pages 179-196, January.
    5. Xiang, Zheng & Du, Qianzhou & Ma, Yufeng & Fan, Weiguo, 2017. "A comparative analysis of major online review platforms: Implications for social media analytics in hospitality and tourism," Tourism Management, Elsevier, vol. 58(C), pages 51-65.
    6. Ert, Eyal & Fleischer, Aliza & Magen, Nathan, 2016. "Trust and reputation in the sharing economy: The role of personal photos in Airbnb," Tourism Management, Elsevier, vol. 55(C), pages 62-73.
    7. Ibon Aranburu & Beatriz Plaza & Marisol Esteban, 2016. "Sustainable Cultural Tourism in Urban Destinations: Does Space Matter?," Sustainability, MDPI, vol. 8(8), pages 1-14, July.
    8. Allen J. Scott, 1997. "The Cultural Economy of Cities," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 21(2), pages 323-339, June.
    9. Franco, Sofia F. & Macdonald, Jacob L., 2018. "The effects of cultural heritage on residential property values: Evidence from Lisbon, Portugal," Regional Science and Urban Economics, Elsevier, vol. 70(C), pages 35-56.
    10. Kolar, Tomaz & Zabkar, Vesna, 2010. "A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing?," Tourism Management, Elsevier, vol. 31(5), pages 652-664.
    11. Beatriz Plaza & Manuel Tironi & Silke N. Haarich, 2009. "Bilbao's Art Scene and the “Guggenheim effect” Revisited," European Planning Studies, Taylor & Francis Journals, vol. 17(11), pages 1711-1729, November.
    12. María García-Hernández & Manuel De la Calle-Vaquero & Claudia Yubero, 2017. "Cultural Heritage and Urban Tourism: Historic City Centres under Pressure," Sustainability, MDPI, vol. 9(8), pages 1-19, August.
    13. Pierluigi Sacco & Guido Ferilli & Giorgio Tavano Blessi, 2014. "Understanding culture-led local development: A critique of alternative theoretical explanations," Urban Studies, Urban Studies Journal Limited, vol. 51(13), pages 2806-2821, October.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Andrei Boar & Ramon Bastida & Frederic Marimon, 2020. "A Systematic Literature Review. Relationships between the Sharing Economy, Sustainability and Sustainable Development Goals," Sustainability, MDPI, vol. 12(17), pages 1-14, August.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Beatriz Plaza & Catalina Gálvez-Galvez & Ana González-Flores & Jokin Jaca, 2016. "Repositioning through Culture: Testing Change in Connectivity Patterns," Sustainability, MDPI, vol. 9(1), pages 1-15, December.
    2. Beatriz Plaza & Pilar Gonzalez-Casimiro & Paz Moral-Zuazo & Courtney Waldron, 2013. "Culture-led City Brands as Economic Engines: Theory and Empirics," ACEI Working Paper Series AWP-05-2013, Association for Cultural Economics International, revised Oct 2013.
    3. Josef Zelenka & Tracy Azubuike & Martina Pásková, 2021. "Trust Model for Online Reviews of Tourism Services and Evaluation of Destinations," Administrative Sciences, MDPI, vol. 11(2), pages 1-21, March.
    4. Dana Badau & Adela Badau, 2018. "The motric, Educational, Recreational and Satisfaction Impact of Adventure Education Activities in the Urban Tourism Environment," Sustainability, MDPI, vol. 10(6), pages 1-13, June.
    5. Karima Kourtit & Peter Nijkamp & João Romão, 2019. "Cultural Heritage Appraisal by Visitors to Global Cities: The Use of Social Media and Urban Analytics in Urban Buzz Research," Sustainability, MDPI, vol. 11(12), pages 1-21, June.
    6. Inês Gusman & Pedro Chamusca & José Fernandes & Jorge Pinto, 2019. "Culture and Tourism in Porto City Centre: Conflicts and (Im)Possible Solutions," Sustainability, MDPI, vol. 11(20), pages 1-21, October.
    7. Estela Marine-Roig & Berta Ferrer-Rosell & Natalia Daries & Eduard Cristobal-Fransi, 2019. "Measuring Gastronomic Image Online," IJERPH, MDPI, vol. 16(23), pages 1-21, November.
    8. Ana Isabel Escalona-Orcao & Belén Sánchez-Valverde García & Mª Cruz Navarro-Pérez & Mariola Pinillos-García & Alberto Conejos-Sevillano, 2021. "Cultural Dynamism and Business Vitality in Medium-Sized Cities—Evidence and Proposals for Sustainable Development," Sustainability, MDPI, vol. 13(13), pages 1-29, June.
    9. Xinxin Guo & Juho Pesonen & Raija Komppula, 2021. "Comparing online travel review platforms as destination image information agents," Information Technology & Tourism, Springer, vol. 23(2), pages 159-187, June.
    10. Beatriz Plaza & Pilar González-Casimiro & Paz Moral-Zuazo & Courtney Waldron, 2015. "Culture-led city brands as economic engines: theory and empirics," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 54(1), pages 179-196, January.
    11. Osterbrink Lars & Alpar Paul & Seher Alexander, 2020. "Influence of Images in Online Reviews for Search Goods on Helpfulness," Review of Marketing Science, De Gruyter, vol. 18(1), pages 43-73, September.
    12. Ida Andersson & Thomas Niedomysl, 2010. "Clamour For Glamour? City Competition For Hosting The Swedish Tryouts To The Eurovision Song Contest," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 101(2), pages 111-125, April.
    13. Luis Alfonso Escudero Gómez, 2019. "Residents’ Opinions and Perceptions of Tourism Development in the Historic City of Toledo, Spain," Sustainability, MDPI, vol. 11(14), pages 1-24, July.
    14. Michael, Stella, 2018. "Symbolic Economy and Spatial Design: A Methodological Model for the Design of Competitive Spatial Narratives with Place Branding Strategies," MPRA Paper 112692, University Library of Munich, Germany.
    15. Ana Muñoz-Mazón & Laura Fuentes-Moraleda & Angela Chantre-Astaiza & Marlon-Felipe Burbano-Fernandez, 2019. "The Study of Tourist Movements in Tourist Historic Cities: A Comparative Analysis of the Applicability of Four Different Tools," Sustainability, MDPI, vol. 11(19), pages 1-26, September.
    16. Estela Marine-Roig, 2019. "Destination Image Analytics Through Traveller-Generated Content," Sustainability, MDPI, vol. 11(12), pages 1-23, June.
    17. Xu, Xun & Zeng, Shuo & He, Yuanjie, 2021. "The impact of information disclosure on consumer purchase behavior on sharing economy platform Airbnb," International Journal of Production Economics, Elsevier, vol. 231(C).
    18. Gaia Daldanise, 2020. "From Place-Branding to Community-Branding: A Collaborative Decision-Making Process for Cultural Heritage Enhancement," Sustainability, MDPI, vol. 12(24), pages 1-23, December.
    19. Hugo Martins & Paulo Carvalho & Nuno Almeida, 2021. "Destination Brand Experience: A Study Case in Touristic Context of the Peneda-Gerês National Park," Sustainability, MDPI, vol. 13(21), pages 1-17, October.
    20. Fancello, Giovanna & Tsoukiàs, Alexis, 2021. "Learning urban capabilities from behaviours. A focus on visitors values for urban planning," Socio-Economic Planning Sciences, Elsevier, vol. 76(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:11:y:2018:i:1:p:74-:d:192748. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.