Abstract
ABSTRACT This study aims to test the role of price consciousness, reputation, trust, and perceived value on tourists’ booking intentions on Airbnb. Additionally, this study investigates the mediating role of perceived value and consumer trust in Airbnb on the link between attributed causes and guest booking intention. A cross-sectional survey was designed to examine the theoretical framework, which yielded 311 responses. The data were analyzed using structural equation modeling. The study found that reputation and price consciousness influence tourists’ cognitive evaluation of Airbnb service and affect their intention to book accommodation on the Airbnb platform. The findings of this study may serve as the basis for designing effective marketing tools to understand better causes that may drive guests’ booking intentions.
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