When guests trust hosts for their words: Host description and trust in sharing economy

• Published in: Tourism management (1982) 2018-08, Vol.67, p.261-272
• Main Authors: Tussyadiah, Iis P., Park, Sangwon
• Format: Article
• Language: English
• Subjects: Airbnb; Host self-presentation; Peer-to-peer accommodation; Self-marketing; Sharing economy; Trustworthiness
• ISSN: 0261-5177; 1879-3193
• DOI: 10.1016/j.tourman.2018.02.002

In order to better understand the dynamics of user behavior in the sharing economy platform, a multi-stage study was conducted on how Airbnb hosts articulate themselves online and how consumers respond to different host self-presentation patterns. First, using text mining techniques on a large dataset consisting descriptions of Airbnb hosts in 14 major cities in the United States, two patterns of host self-presentation were identified. Hosts generally present themselves online as (1) a well-traveled individual, eager to meet new people or (2) an individual of a certain profession. This contributes to the conceptualization of profile as promise framework for online self-presentation in mixed-mode interactions involving peer-to-peer accommodation platform. Second, consumers respond to the two host self-presentation strategies differently, demonstrating higher levels of perceived trustworthiness in and intention to book from well-traveled hosts. This has direct strategic implications for effective self-marketing of “amateur” tourism players as well as for the role of residents as resources in tourism destinations. [Display omitted] •Two self-presentation patterns were found from Airbnb host profiles.•Hosts present themselves as well-traveled or those with certain professions.•Consumers demonstrated higher trust in well-traveled hosts.•Consumers' booking intention was higher for well-traveled hosts.•Hosts are advised to project personal strength relevant to hosting in profiles.