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A Cross-Cultural Study of Value Priorities between U.S. and Chinese Airbnb Guests: An Analysis of Social and Economic Benefits

Author

Listed:
  • Jungho Suh

    (Department of Management, School of Business, The George Washington University, Funger Hall, 2201 G Street NW, Washington, DC 20052, USA)

  • Cevat Tosun

    (Department of Management, School of Business, The George Washington University, Funger Hall, 2201 G Street NW, Washington, DC 20052, USA)

  • Thomas Eck

    (Department of Hospitality and Tourism Management, Sejong University, 209 Neungdong-ro, Gwangjin-gu, Seoul 05006, Republic of Korea)

  • Soyoung An

    (Department of Sport Industry Studies, Yonsei University, 50 Yonsei-ro, Seodaemun-gu, Seoul 03722, Republic of Korea)

Abstract

Guest value priorities in relation to online peer-to-peer accommodation are an underexamined area. This study examined social and economic benefits among Airbnb guests. The relationships between guests’ benefit priorities were tested in relation to satisfaction and behavioral intention. A total of 693 Airbnb guests were recruited from the U.S. and China. A framework to examine how cross-cultural differences moderate the associations between constructs was employed to examine the influences of the two cultures, one characterized by collectivism (China) and the other by individualism (U.S.). Confirmatory factory analysis and partial least-squares structural equation modeling (PLS-SEM) were used to test variable relationships. PLS-SEM analysis indicated that social and economic benefits both significantly influenced satisfaction and behavioral intention (satisfaction also influenced behavioral intention). Multigroup analysis was employed to test a framework examining cultural differences. It was found that social and economic benefits influenced behavioral intention differently for Chinese and U.S. Airbnb guests. The results suggest the importance of social and economic benefits in a peer-to-peer accommodation setting, as well as the need to understand cultural differences in the sharing economy.

Suggested Citation

  • Jungho Suh & Cevat Tosun & Thomas Eck & Soyoung An, 2022. "A Cross-Cultural Study of Value Priorities between U.S. and Chinese Airbnb Guests: An Analysis of Social and Economic Benefits," Sustainability, MDPI, vol. 15(1), pages 1-16, December.
    • Handle: RePEc:gam:jsusta:v:15:y:2022:i:1:p:223-:d:1012652
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    References listed on IDEAS

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    1. 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.
    2. Hung‐Hao Chang & D. Daniel Sokol, 2022. "How incumbents respond to competition from innovative disruptors in the sharing economy—The impact of Airbnb on hotel performance," Strategic Management Journal, Wiley Blackwell, vol. 43(3), pages 425-446, March.
    3. Necmi K. Avkiran & Christian M. Ringle (ed.), 2018. "Partial Least Squares Structural Equation Modeling," International Series in Operations Research and Management Science, Springer, number 978-3-319-71691-6, September.
    4. Pavluković, Vanja & Armenski, Tanja & Alcántara-Pilar, Juan Miguel, 2017. "Social impacts of music festivals: Does culture impact locals' attitude toward events in Serbia and Hungary?," Tourism Management, Elsevier, vol. 63(C), pages 42-53.
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