An Analysis on Guests‘ Key Attributes of AirBnb: How Korean Customers Make a Choice about Accommodation on Airbnb? Relative Importance using Best-Worst Scaling (국내 에어비앤비를 이용하는 내국인 고객의 숙박시설 선택 속성에 관한 연구 -Best-Worst Scaling을 이용한 상대적 중요도 분석과 비교를 중심으로-)

Unbyoul Jung (정은별); Lee, Hyung-ryong (이형룡)

doi:10.17086/JTS.2020.44.4.49.69

An Analysis on Guests‘ Key Attributes of AirBnb: How Korean Customers Make a Choice about Accommodation on Airbnb? Relative Importance using Best-Worst Scaling

Journal of Tourism Sciences
Abbr : JTS
2020, 44(4), pp.49-69
DOI : 10.17086/JTS.2020.44.4.49.69
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism
Received : April 4, 2020
Accepted : May 13, 2020
Published : June 1, 2020

Unbyoul Jung ¹, Lee, Hyung-ryong ¹

¹세종대학교

Excellent Accredited

ABSTRACT

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.

KEYWORDS

Airbnb, Sharing accommodation, Attributes, Relative importance, BWS(best-worst scaling)

Citation status

* References for papers published after 2023 are currently being built.

[journal] 권혁진 / 2017 / The effect of AirBnB host characteristics on host trust and reuse intention / 호텔경영학연구 / 한국호텔외식관광경영학회 26(7) : 55~70

[confproc] 김나영 / 2018 / Airbnb 온라인 후기신뢰도와 지각된 위험이 태도와 이용의도에미치는 영향: 범죄 인식의 조절변수를 중심으로 / 제83차 (사)한국관광학회 인천국제학술발표대회집 / 한국관광학회 : 519~520

[book] 김난도 / 2015 / 트렌드코리아 2016 / 미래의창

[journal] 김상태 / 2018 / Analysis of Growth Process on Sharing Economy Platform in Tourism Industry Using Actor-Network Theory: Focused on Airbnb / 관광학연구 / 한국관광학회 42(3) : 163~183

[journal] 문지효 / 2016 / Analysis of the Influence of MERS Epidemic on Retailing Industry of Seoul City / 유통연구 / 한국유통학회 21(1) : 129~152

[journal] 박주영 / 2019 / 2020-2024 한국관광 트렌드 전망 / 한국관광정책 78 : 12~19

[journal] 박나희 / 2018 / Analyzing Determinants of Airbnb accommodation Price Using the Hedonic Price Model / 관광경영연구 / 관광경영학회 22(6) : 425~442

[journal] 박정현 / 2019 / Study on the impact of perceived risk factors of Airbnb on purchase intention : Focusing on the moderating effect of alternative attractiveness / 호텔경영학연구 / 한국호텔외식관광경영학회 28(7) : 125~144

[journal] 봉미희 / 2018 / An Empirical Study on the Factors Affecting Repurchase Intention of Airbnb Customer: In terms of prospect theory and means end chain theory / 기업경영연구 / 한국기업경영학회 25(6) : 139~162

[journal] 안효인 / 2019 / Consumer behavior prediction using Airbnb web log data / 응용통계연구 / 한국통계학회 32(3) : 391~404

[journal] 엄태휘 / 2020 / Effect of Trust Transfer on Purchasing Intention in Airbnb: A Perceived Value Perspective / 관광학연구 / 한국관광학회 44(2) : 115~135

[journal] 오정민 / 2019 / The Value of a Sharing Economy, That’s Why We Take Risks: Moderating Effect of the Accommodation Sharing Services Knowledge Calibration / 관광학연구 / 한국관광학회 43(8) : 11~30

[journal] 윤동원 / 2019 / Consumers’ Positive and Negative Perceptions toward Airbnb: Text Mining of Consumer Experiences Posted in Online Community / 소비자학연구 / 한국소비자학회 30(2) : 173~192

[journal] 이예진 / 2017 / An Exploratory Study on Factors Affecting the Behavioral Intentions of Potential Users of the Sharing Economy: An Application of the Extended Model of Goal-Directed Behavior / 관광학연구 / 한국관광학회 41(5) : 109~127

[journal] 이정헌 / 2013 / Understanding Customer Values by Analyzing the Contents of Online Hotel Reviews / 한국콘텐츠학회 논문지 / 한국콘텐츠학회 13(10) : 533~546

[journal] 장재봉 / 2018 / Strategies and Priorities for Developing Beef Cattle Industry / 농업경영.정책연구 / 한국농식품정책학회 45(2) : 315~331

[journal] 장재봉 / 2016 / An Analysis of the Determinants of Beef Consumption and Consumer Preference Using BWS / 농촌경제 / 한국농촌경제연구원 39(2) : 129~147

[journal] 장재봉 / 2015 / Determination of Priorities in the Forest Carbon Sink Enhancement Policies in the Republic of Korea / 농업생명과학연구 / 농업생명과학연구원 49(4) : 95~104

[journal] 조민호 / 1999 / 호텔선택속성 평가의 비교문화 연구 : Hofstede 이론의 적용 / 관광학연구 23(1) : 122~137

[journal] 조인동 / 2013 / 새로운 도시 패러다임, 공유 서울 / 건축 57(11) : 14~17

[journal] 최종산 / 2017 / Research on Priorities of Purchasing Factors of Local Food Using Best-Worst Scaling Method / 지역발전연구 / 빈곤문제국제개발연구원 26(3) : 127~151

[other] 한국은행 / 2019 / 보도자료: 국민계정 2015년 기준년 1차 개편 결과(2000~18년)

[confproc] 한희정 / 2016 / 공유경제 숙박상품 선택에 영향을 미치는 상대적 정보 신호분석 / 2016년 한국경영정보학회 추계학술대회(2016.11) / 한국경영정보학회 : 80~85

[other] Airbnb / 2016 / Airbnb and The Rise of Millennial Travel

[web] / 2019 / Airbnb / https://news.airbnb.com

[web] / 2020 / Airbnb / https://www.airbnb.com

[journal] Amaro, S. / 2019 / Millenials’ intentions to book on Airbnb / Current Issues in Tourism 22(18) : 2284~2298

[journal] Auger, P. / 2007 / Using best–worst scaling methodology to investigate consumer ethical beliefs across countries / Journal of Business Ethics 70(3) : 299~326

[journal] Choi, K. / 2015 / The relationship between Airbnb and the hotel revenue : In the case of Korea / Indian Journal of Science and Technology 8(26) : 1~8

[other] Clemons, E. / 2010 / Six strategies for successful niche marketing / The Wall Street Journal

[journal] Cohen, E. / 2009 / Applying best‐worst scaling to wine marketing / International Journal of Wine Business Research 21(1) : 8~23

[journal] Finn, A. / 1992 / Determining the appropriate response to evidence of public concern : The case of food safety / Journal of Public Policy & Marketing 11(2) : 12~25

[book] Gallagher, L. / 2017 / 에어비앤비스토리 / 다산북스

[journal] Gibbs, C. / 2018 / Pricing in the sharing economy : A hedonic pricing model applied to Airbnb listings / Journal of Travel & Tourism Marketing 35(1) : 46~56

[confproc] Goodman, S. / 2005 / Best-worst scaling: A simple method to determine drinks and wine style preferences / The 2nd Annual International Wine Marketing Symposium / Sonoma State University

[journal] Guttentag, D. / 2017 / Assessing Airbnb as a disruptive innovation relative to hotels : Substitution and com parative performance expectations / International Journal of Hospitality Management 64 : 1~10

[other] Haywood, J. / 2017 / Airbnb & Hotel Performance: An Analysis of Proprietary Data in 13 Global Markets / STR

[journal] Jones, P. / 2011 / Factors determining hotel selection : Online behaviour by leisure travellers / Tourism and Hospitality Research 11(1) : 83~95

[journal] Jøsang, A. / 2007 / A survey of trust and reputation systems for online service provision / Decision Support Systems 43(2) : 618~644

[journal] Ju, Y. / 2019 / Exploring Airbnb service quality attributes and their asymmetric effects on customer satisfaction / International Journal of Hospitality Management 77 : 342~352

[journal] Kim, B. N. / 2019 / Luxurious or economical? An identification of tourists’ preferred hotel attributes using best–worst scaling(BWS) / Journal of Vacation Marketing 25(2) : 162~175

[journal] Krosnick, J. / 1999 / Survey research / Annual Review of Psychology 50(1) : 537~567

[book] Louviere, J. / 2015 / Best-worst scaling : Theory, methods and applications / Cambridge University Press

[journal] Luts, C. / 2018 / Consumer segmentation within the sharing economy : The case of Airbnb / Journal of Business Research 88 : 187~196

[journal] Mody, M. / 2017 / Comparing apples and oranges? Examining the impacts of Airbnb on hotel performance in Boston / Boston Hospitality Review 5(2) : 1~15

[journal] Munar, A. / 2014 / Motivations for sharing tourism experiences through social media / Tourism Management 43 : 46~54

[book] Schwab, K. / 2016 / 클라우스 슈밥의 제4차 산업혁명 / 메가스터디

[journal] So, K. / 2018 / Motivations and constraints of Airbnb consumers : Findings from a mixed-methods approach / Tourism Management 67 : 224~236

[book] Sundararajan, A. / 2018 / 공유경제 / 교보문고

[journal] Teubner, T. / 2017 / Price determinants on AirBnB : How reputation pays off in the sharing economy / Journal of Self-Governance &Management Economics 5(4) : 53~80

[journal] Tussyadiah, I. / 2016 / Impacts of peer-to-peer accommodation use on travel patterns / Journal of Travel Research 55(8) : 1~18

[book] Walker, J. / 2006 / Introduction to hospitality / Pearson Prentice Hall

[confproc] Wang, Q. / 2019 / Millennials’ online hotel booking journey: What? How? Why? / 9th Advances in Hospitality and Tourism Marketing and Management Conference Proceedings / University of Portsmouth & Washington University : 262~286

[book] Weller, S. / 1988 / Qualitative Research Method Volume 10 / SAGE Publications

[journal] Xie, K. / 2017 / The effects of Airbnb’s price positioning on hotel performance / International Journal of Hospitality Management 67 : 174~184

[journal] Yang, S. / 2016 / Impact of motivation in the sharing economy and perceived security in attitude and loyalty toward Airbnb / Advanced Science and Technology Letters 129 : 180~184

[book] Zeithaml, V. / 2013 / Services marketing / McGraw-Hill Education

[journal] Zervas, G. / 2017 / The rise of the sharing economy : Estimating the impact of Airbnb on the hotel industry / Journal of Marketing Research 54(5) : 687~705

KJCKorea
Journal Central

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

An Analysis on Guests‘ Key Attributes of AirBnb: How Korean Customers Make a Choice about Accommodation on Airbnb? Relative Importance using Best-Worst Scaling

ABSTRACT

KEYWORDS

Citation status

* References for papers published after 2023 are currently being built.

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

An Analysis on Guests‘ Key Attributes of AirBnb: How Korean Customers Make a Choice about Accommodation on Airbnb? Relative Importance using Best-Worst Scaling

ABSTRACT

KEYWORDS

Statistics

Tools

Issue List

Citation status

KCI Citation Counts (12)

REFERENCES (58) * References for papers published after 2023 are currently being built.

Search PDF

Citation

* References for papers published after 2023 are currently being built.