Exploring the visitors' decision-making process for Airbnb and hotel accommodations using value-attitude-behavior and theory of planned behavior

Abstract

Accommodation purchase decision is a complex field that makes predictions of revisit intentions hard to examine. Our work explores psychological factors motivating visitors' decision-making concerning accommodation purchases by integrating the theory of planned behavior and value-attitude-behavior model. Using a group of multiple informants in Swiss universities, we performed partial least squares structural equation modeling to assess the impacts of subjective norm, attitude and perception of quality on visitors' revisit intention and loyalty in Airbnb and hotel contexts. Although the influence of said factors on purchase decisions varies in the two contexts, results suggest that subjective norm has an indispensable role in prompting revisit intention towards Airbnb and hotel accommodations. This paper's findings advance our understanding of visitors' decision-making processes concerning traditional hotels and accommodation establishments operating in sharing economy platforms. • Examining guest’s intentions behind choices relating to accommodation purchases. • Integrating various motivational theories into tourism and hospitality accommodation. • Exploring the importance of the value-attitude-behavior and the theory of planned behavior in hospitality management. • Investigating the impact of determining factors on visitors' intention and loyalty in hotel and Airbnb contexts. • Contributing to our understanding of traditional hotel customers and sharing peer to peer accommodations.