Airbab에서 숙소 인기도에 영향 미치는 요인

Abstract

This study aims to understand the factors that influence the popularity of listings on Airbnb. For this purpose, data on the attributes of hosts (who are service providers), the attributes of listings (which are the core facilities of the Airbnb service), and the content of reviews (which represent the existing customers' perceptions of their experience) were obtained from Inside Airbnb, a non-for-profit data site related to Airbnb. To develop the research hypotheses, the effects of the five sub-dimensions of the SERVQUAL model, perceived value, and review sentiment on the popularity of a listing were examined. The popularity of a listing was measured by the number of new reviews, and since it is a count variable and has a skewed distribution, it was analyzed through Poisson regression. The results showed that all five dimensions of the service quality model have a positive impact on the popularity of Airbnb listings, and perceived value, which is important in the Airbnb context, also has a significant positive impact. However, the positive and negative sentiments in reviews did not yield the expected results. Our findings have academic contributions in the form of a new theoretical framework, a new dependent variable, and the application of a longitudinal research method. Additionally, they also have practical implications for the management of Airbnb listings.