타인의 존재가 공유 숙박 서비스 예약 의도에 미치는 영향

Abstract

As interest in the sharing economy continues to grow, shared accommodation services have become increasingly popular in the tourism industry. Hosts advertising on various platforms typically showcase photos that emphasize the distinct features and diversity of their accommodations. Simultaneously, the prolonged COVID-19 pandemic has led to a rise in feelings of social exclusion, with many people experiencing forced or voluntary disconnection from social interactions. This study aims to assess the impact of the presence of others in advertisements, as well as the role of social exclusion, on the intention to book shared accommodation services. We investigated how the inclusion or exclusion of other users in advertisements, against the backdrop of the same accommodation, affects potential customers' booking intentions. This investigation involved differentiating between socially excluded individuals and a control group, by manipulating the level of perceived social exclusion. We then analyzed how the presence of others in the advertisements influenced booking intentions for each group. The findings indicated that for the socially excluded group, the intention to book was significantly higher when advertisements included the presence of other people, compared to those that did not. These insights could be instrumental for hosts in the shared accommodation sector, aiding them in developing more effective advertising strategies to enhance booking intentions.