IDEAS home Printed from https://ideas.repec.org/a/eee/anture/v101y2023ics0160738323000683.html
   My bibliography  Save this article

How and when tryvertising works in P2P accommodations

Author

Listed:
  • Wu, Jialin (Snow)
  • Liu, Hongbo
  • Zheng, Chen (Jerry)

Abstract

This study explores the potential of tryvertising in accommodations using an experimental research design. By building a moderated mediation model, this research offers theoretical underpinnings to comprehend how and when tryvertising works in peer-to-peer accommodations. The results demonstrate that tryvertising is more effective in Airbnb than in a hotel context, and more effective in an entire property than a private room in Airbnb. Different accommodation settings represent different levels of territoriality, with higher territoriality leading to higher psychological ownership, and hence higher purchase intentions towards tryvertised products. Such effects are moderated by impermanence which is a threat to psychological ownership. This research suggests avenue marketers/hosts can optimize tryvertising effectiveness in peer-to-peer accommodations by increasing guests' perceived territoriality and psychological ownership.

Suggested Citation

  • Wu, Jialin (Snow) & Liu, Hongbo & Zheng, Chen (Jerry), 2023. "How and when tryvertising works in P2P accommodations," Annals of Tourism Research, Elsevier, vol. 101(C).
    • Handle: RePEc:eee:anture:v:101:y:2023:i:c:s0160738323000683
    DOI: 10.1016/j.annals.2023.103595
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0160738323000683
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.annals.2023.103595?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    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:eee:anture:v:101:y:2023:i:c:s0160738323000683. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Catherine Liu (email available below). General contact details of provider: http://www.journals.elsevier.com/annals-of-tourism-research/ .

    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.