Abstract
This study explores the opinions and perceptions that shape narratives among 4-star hotel managers around Airbnb as a competitor, and presents the arguments on which their differences in perception are based. We used an interpretive and emic approach to obtain data through in-depth interviews with upscale hotel executives in the city of Barcelona in its present state of touristification. The results suggest that the dominant discourse among hoteliers is sceptical as to the extent to which Airbnb is replacing hotels. However, some hoteliers perceive Airbnb as a threat requiring a proactive, unified response by hotels taking into account the urban environment and the neighbourhood where they are located.
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