Abstract
Despite the key role played by frequent consumers interacting on smart P2P (peer to peer) tourism platforms, there are hardly any studies on the explanatory variables of their frequency of use. This paper aims to understand the motivational and sociodemographic factors that bring about repeat consumers in collaborative accommodation and transport services. In order to test various assumptions, a set of logistic regressions were made where the dependent variable is the frequency of use and the independent variables are sociodemographic and motivational factors. The results suggest that many consumer attributes recognized as being typical of collaborative platforms, such as young people traveling with friends for leisure who are interested in low prices, have changed. We found that, due to the consolidation of these smart business models, the frequency of use increases with age and for those who travel for work reasons. In addition, it is worth noting the existence of a positive relationship between consumers who provide reviews on these platforms and their frequency of use.
Highlights
Many of the fundamental pillars of the emerging smart tourism are based on simple technology platforms that leverage existing technologies to exploit a different target
As mentioned in the theoretical basis, this work delves into the factors that determine the frequency of use of smart P2P tourism platforms
Our results show that 92.7% of those who do not use the sharing economy have heard of it, while 22.6% allude their non-use to lack of trust and 3.7% to lack of regulation
Summary
Many of the fundamental pillars of the emerging smart tourism are based on simple technology platforms that leverage existing technologies to exploit a different target. These platforms suppose a new business model of smart tourism that represents a change of all or some of the following five elements of the market [1]: object of exchange, actors, structure, institutions, and practices. In Europe, the collaborative economy generates more than 26 billion euros annually and it shows that “nearly one in four Europeans have already used services offered via collaborative platforms” [5]
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