The complexity of purchasing intentions in peer-to-peer accommodation

Abstract

Purpose: The study aims to examine the complexity of attribute configurations affecting tourism decisions related to peer-to-peer accommodation and the sharing economy in destinations affected by recession.Design/methodology/approach: Based on chaos and complexity theories this nonparametric research examines the perspectives of 352 peer-to-peer accommodation holidaymakers in Athens, Greece. Using fuzzy-set Qualitative Comparative Analysis (fsQCA), the study examines the complex relations between social and economic aspects, benefits, risks, and consumer trust with regard to purchasing intentions. The paper also compares fsQCA with the dominant linear methods of analysis (regression; Cramer's V) and highlights fsQCA's suitability when dealing with tourism complexity. Findings:The results reveal three configurations explaining the attributes of holidaymakers' tourism decisions characterised by socio-economic orientation, trust formulation, and price sensitivity. They also highlight the superiority of fsQCA towards conventional linear analyses in complexity aspects. Research limitations/implications:The examination of the complexity concept using fsQCA can provide a better understanding of the influence of attributes which affect tourism decisions especially for countries suffering from deep recession such as Greece. Still, due to the lack of fsQCA implementation in tourism studies its full potential needs to be further examined. Originality/value:In terms of the literature, the study provides an understanding of the complexity formulation of tourism decisions during recession, with special focus on the sharing economy. It further explores the attributes that affect tourism decisions and associated linkages. Methodologically, the study highlights the value of fsQCA and its advantages compared to conventional methods of correlational analysis. It also progresses from fit to predictive validity for the models suggested.Keywords: Sharing economy, Chaos Theory, Complexity Theory, Holidaymakers, fuzzy-set Qualitative Comparative Analysis, Greece Paper type: Research paper IntroductionThe sharing economy refers to exchange forms facilitated through the use of online platforms, and encompasses a diversity of activities that broadly aim to open access to under-utilised resources through what is termed 'sharing' (Richardson, 2015). Interest in the impact and nature of the sharing economy is rapidly growing, since the two dominant sharing economy platforms (Airbnb and Uber) have transformed within five years from entrepreneurial start-up companies to multi-billion internationally operating corporations (Konrad and Mac, 2014;Lashinsky, 2015). The development of the sharing economy is likely to transform the global tourism system and the way it serves societal needs (Martin, 2016). More specifically, Heinrichs (2013, p.228) perceives the sharing economy as a "pathway to sustainability" since it promotes sustainable consumption practices. Moreover it disrupts the driving unsustainable trends of hyper-consumption in m...

The complexity of consumer experience formulation in the sharing economy

“…As configuration theory indicates, concerning factor arrangement, the same set of causal factors can lead to different outcomes (Ordanini et al, 2014). This study evaluates the formulation of overall experience in P2P accommodation holidaymakers, as highlighted by the relevant literature Pappas, 2017;Sanchez et al, 2006;Sinkovics et al, 2010;Tarnanidis et al, 2015;Tussyadiah and Pesonen, 2016;Wu 2016). Thus, the current research examines the presence or absence of issues (binary states) concerning consumer experience in P2P accommodation.…”

“…Concerning sharing economy in hospitality several aspects can generate higher levels of complexity. For example, uncertainty levels are higher when tourists book peer-topeer accommodation than traditional establishments (Pappas, 2017). As the study of infographics (2016) reveals, 67.6 percent of visitors are reluctant renting a room in someone else's house, whilst 51.4 percent have no trust for renting a property for vacations from someone else.…”

“…As a result, development of the sharing economy is likely to transform the global tourism system and the way it serves societal needs (Martin, 2016). Several factors, such as social interaction with locals and its generated authenticity (Lamb, 2011;Tussyadiah and Pesonen, 2016), P2P product awareness and marketing (Wilhelms, et al, 2017), and price efficiency (Morgan Stanley, 2015;Tussyadiah, 2015), have been identified as the drivers of this success, while P2P rentals appear to have higher risks than traditional accommodation establishments (Pappas, 2017). Although a rapidly increasing number of clients are turning their backs on traditional establishments, the literature fails to identify the formulation of the overall customer experience in P2P accommodation.…”

Consumption in the Circular Economy: A Literature Review

“…Diffusion of innovations theory was used by Meijkamp [133], Borrello [162], and Guttentag [98] to explore the reasons why different solutions spread among consumers using the main drivers that this theory suggests. Some articles used other theoretical frameworks addressing issues such as governance [95], a sense of causality and hierarchy to the factors influencing consumers [106], complexity [110], and community [147].…”

Investigating value added from heritage assets: An analysis of landmark historical sites in Wales

“…FsQCA is used to examine selected data from Table to provide a more systematic analysis of the causal recipes linked to the regional GVA supported by the visitation to the historic heritage sites. This method is evolving as an important tool in tourism economic analysis in the analysis of causal configurations (see recently, e.g., Pappas, ; Olya & Gavilyan, ).…”