An Analysis on Guests‘ Key Attributes of AirBnb: How Korean Customers Make a Choice about Accommodation on Airbnb? Relative Importance using Best-Worst Scaling
2020, 44(4), pp.49-69
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism
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The purpose of this study is to analyze key attributes of Korean customers about the most well-known online accommodations commerce, AirBnB. A survey was conducted from February 24th to 27th, 2020 on Korean customers who had experience with local AirBnB in the past 12 months. Data from 318 surveys were used in the final analysis. The BWS method, which allows the comparison and confirmation of different conflicting attributes of the same tier, deemed appropriate, so the BWS scores of collected data were analyzed. As a result of using sqrt.BW values to calculate the subjective importance of each attribute, it was found that Korean customers of local AirBnB considered price (4.019) as the most significant, followed by cleanliness ratings (3.900), location ratings (1.974), accuracy ratings (1.865), perceived value ratings (1.492) and variety of photos (1.199) as subjective parameters of importance. The ratings information which were supplied by actual users of the service was considered of importance, while the importance of the amount of reviews(0.741) or photos(0.717) was comparatively low. This demonstrates that customers consider the quality of information upon reservation in relation to how much the information conveys what they need and want to know, rather than the quantity of information. Our findings also imply that the customers shows favor toward a balance of price and quality.
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