Abstract
Nowadays, the role of the sharing economy in tourism increases, the number of people involved as guests or hosts rising day by day. This dynamic generates a viable alternative to the traditional services, allowing tourists to customise their trips and enrich their experiences. This paper focuses on accommodation services, investigating the factors influencing the prices established by Airbnb hosts. Using structural equation modelling, the authors analyse the influence of different categories of factors (listing’s characteristics, hosts’ involvement, listing’s reputation, listing’s location, and rental policies) on the average daily rate. The results emphasise that the hosts establish the listing’s price based on listing’s characteristics and on their involvement – the owners managing only one listing and the ones charging a security deposit value more their involvement, while the other hosts focus more on the listings’ characteristics. The location of the listing counts for experienced owners, while for opportunist owners it has no importance. The listings’ reputation has a negative impact on the price, contrary to the conclusions achieved in other studies, an aspect that supports the idea that price determinants differ across regions.
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