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Analysis of Growth Process on Sharing Economy Platform in Tourism Industry Using Actor-Network Theory: Focused on Airbnb

Kim， Sang-Tae 1,  Kim, Nam Jo 2

1한국문화관광연구원
2한양대학교

Excellent Accredited

ABSTRACT

This study analyzed the growth of Airbnb, which is an excellent example of a sharing economy platform, based on the translation process of the actor-network theory. The translation process is analyzed in the order of attraction → entrapment → reinforcement. Analysis results showed that each step attracted hosts and guests, had the guests register on a web-page, and related various non-human actors to continue transactions. In other words, a network among various human and non-human actors is formed by a sharing economy platform. In particular, non-human actors played various roles in each step. First, the attraction step played exchange and trust roles, and the entrapment step played exchange, trust, and convenience roles. The reinforcement step played exchange, trust, and individual benefit roles. This study explored the possibility of the actor-network theory as a new paradigm to explain social phenomena. The actor-network theory emphasizes the relationships among non-human actors such as technology and materials instead of focusing on people and groups in society. The relationship between humans and non-humans can provide more diverse and richer explanations than from a human-oriented perspective. In the practical aspect, it showed that a non-human actor should be considered as important for growing a sharing economy platform similar to the Airbnb platform. In other words, it revealed that non-human actors should be organized and mobilized in the aspects of exchange, trust, and convenience. The results can help companies built on a sharing economy platform, which are newly emerging in the domestic tourism sector, develop successful strategies.

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