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에어비앤비 숙소의 커뮤니케이션 요소와 성과 지표 간의 상관관계 연구

A Study on the Relationships between the Communication and Performance of Airbnb Properties

김민경
한국호텔리조트학회 (Korea Hotel & Resort Association)|2020.12|호텔리조트연구 (Journal of Hotel & Resort)|제19권 제6호|pp. 5-23

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참고문헌

키워드

CommunicationTrustOnline ReviewSharing EconomyAirbnbVisual Information
주제분류관광학

초록

Airbnb, a peer-to-peer rental platform, has been popular for its reasonable pricing, diverse selection, and strong presence throughout the world major locations. Because Airbnb’s properties are mostly owned by individuals, there is less evidence for providing stable information and building trust compared to established brand hotels for potential guests. To overcome this weakness, Airbnb properties strengthen communication between hosts and guests. This study conducts correlation analyses among the communication elements such as ratings, the number of reviews, response rate, response time, and the number of photos, and performance elements such as the number of bookings, ADR, and annual revenue. Utilizing Airbnb property data of the world’s top 10 cities provided by Airdna, this study provides interesting results. The number of reviews has a positive correlation with the number of bookings and annual revenue while overall rating does not have a strong correlation with those factors. The number of photos has a positive correlation with the number of bookings and annual revenue. And response time has a negative correlation with the number of reviews, the number of bookings, and annual revenue. All found from the analyses emphasize the importance of the effective use of communication elements for operating Airbnb properties.

Abstract

Airbnb, a peer-to-peer rental platform, has been popular for its reasonable pricing, diverse selection, and strong presence throughout the world major locations. Because Airbnb’s properties are mostly owned by individuals, there is less evidence for providing stable information and building trust compared to established brand hotels for potential guests. To overcome this weakness, Airbnb properties strengthen communication between hosts and guests. This study conducts correlation analyses among the communication elements such as ratings, the number of reviews, response rate, response time, and the number of photos, and performance elements such as the number of bookings, ADR, and annual revenue. Utilizing Airbnb property data of the world’s top 10 cities provided by Airdna, this study provides interesting results. The number of reviews has a positive correlation with the number of bookings and annual revenue while overall rating does not have a strong correlation with those factors. The number of photos has a positive correlation with the number of bookings and annual revenue. And response time has a negative correlation with the number of reviews, the number of bookings, and annual revenue. All found from the analyses emphasize the importance of the effective use of communication elements for operating Airbnb properties.

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