Value co-creation and co-destruction in the Airbnb sharing economy

2017 ◽  
Vol 29 (9) ◽  
pp. 2322-2340 ◽  
Author(s):  
Jeannette Camilleri ◽  
Barbara Neuhofer
Keyword(s):  
Value Creation ◽  
Theoretical Framework ◽  
Sharing Economy ◽  
Social Practices ◽  
Host Responses ◽  
Collaborative Consumption ◽  
Content Type ◽  
Tourist Destinations ◽  
Value Propositions ◽  
Hospitality Sector

Purpose This paper aims to develop a theoretical framework of value co-creation and value co-destruction of guest-host social practices facilitated through Airbnb in the sharing economy. Design/methodology/approach This paper makes use of a qualitative online content analysis to extract Airbnb data and to analyse guest reviews and host responses posted in the context of Malta. Findings A theoretical framework is proposed revealing six distinct themes of guest–host social practices and their sub-categories, resulting in a spectrum of dimensions of value formation. Research limitations/implications This paper collects data from Airbnb properties in Malta, with more narratives posted by guests, implying a dominance of guest views on value co-creation and co-destruction. Findings might have a limited transferability beyond similar sharing economy platforms and tourist destinations. Practical/implications The paper uncovers guest–host hospitality value creation practices, providing concrete examples as to what practices lead to distinct value formation or destruction. In addressing the lack of knowledge about value creation practices in the sharing economy, strategic implications are offered to the hospitality sector to understand the distinct value propositions Airbnb offers compared to traditional accommodation types. Originality/value The paper’s contribution is its theoretical framework of value practices of guests staying at Airbnb-listed accommodations, contributing to a better understanding of the distinct value propositions underlying collaborative consumption offers in the sharing economy.

Airbnb – an exploration of value co-creation experiences in Jamaica

2017 ◽  
Vol 29 (9) ◽  
pp. 2361-2376 ◽  
Author(s):  
Abbie-Gayle Johnson ◽  
Barbara Neuhofer
Keyword(s):  
Content Analysis ◽  
Cultural Context ◽  
Design Methodology ◽  
Local Community ◽  
Theoretical Framework ◽  
Sharing Economy ◽  
Social Practices ◽  
Content Type ◽  
Original Contribution ◽  
Practical Implications

Purpose Drawing upon the theoretical framework of the service-dominant (S-D) logic, value co-creation and social practices, this paper aims to investigate how value is co-created among guests, hosts and the wider local community in the sharing economy context of Airbnb. Design/methodology/approach A qualitative enquiry through an online content analysis was applied to thematically analyse Airbnb online guest reviews to explore the value-co-creation practices in local tourist experiences in Jamaica. Findings Based on Airbnb guest and host engagements, a theoretical framework emerges, depicting integrated operant and operand resources, host–guest value co-creation practices embedded in the destination’s authentic culture and specific value outcomes. Research limitations/implications Being grounded in the geographical and cultural context of Airbnbs in Jamaica, the findings are transferable to similar platforms of the sharing economy, tourism contexts and destinations. Practical implications Critical implications unfold for Airbnb accommodation providers, destination stakeholders and policymakers by revealing a specific set of nuanced social practices that need to occur for local authentic experiences and value to be co-created among guests, hosts and the wider local community. Originality/value The paper makes an original contribution to knowledge by being one of the first studies to apply a S-D logic lens to the Airbnb sharing economy. It breaks down resource integration, host – guest value co-creation practices and value outcomes that occur for experiences and value to emerge in an Airbnb hospitality context.

scholarly journals Value co-creation in Couchsurfing – the Indonesian host perspective

2020 ◽  
Vol 14 (4) ◽  
pp. 473-488
Author(s):  
Undhan Sevisari ◽  
Ina Reichenberger
Keyword(s):  
Developing Countries ◽  
Developing Country ◽  
Sense Of Self ◽  
Sharing Economy ◽  
Social Practices ◽  
Collaborative Consumption ◽  
Content Type ◽  
Self Identity ◽  
Intrinsic Nature ◽  
Cultural Self

Purpose Collaborative consumption experiences in tourism have been examined widely, yet predominantly focused on guest perspectives. Using the sharing economy platform Couchsurfing, this study aims to use value co-creation to explore hosting experiences in non-monetary accommodation sharing in a developing country, including hosts’ motivations to participate, the range of social practices during hosting and the value outcomes achieved through hosting. Design/methodology/approach Based on a social constructivist paradigm, 20 in-depth interviews and 1 focus group were conducted with experienced Couchsurfing hosts in Indonesia. Findings Findings highlight the exclusively intrinsic nature of hosts’ motivations and their subsequent impact on co-creational practices and value outcomes. Social practices revolve around the establishment and acquisition of social and cultural capital and providing guests with authentic local and cultural tourist experiences. Hosts reported value outcomes relating to friendship, knowledge, an improved sense of self and employment opportunities. Research limitations/implications The results of this research may not be transferable to Western accommodation sharing settings or more rural and less touristically developed regions within developing countries. Social implications It is argued that hosting can contribute positively to host communities in developing countries by facilitating intercultural communication and knowledge transfer while enhancing cultural self-identity and professional advancement. Originality/value The majority of existing research on accommodation sharing has examined guest perspectives while being placed within predominantly Western contexts. This paper adds new knowledge by exploring the host perspective and examining the impacts of the sharing economy in a developing country.

Country of origin branding: an integrative perspective

2016 ◽  
Vol 25 (4) ◽  
pp. 322-336 ◽  
Author(s):  
Roderick J. Brodie ◽  
Maureen Benson-Rea
Keyword(s):  
Country Of Origin ◽  
Theoretical Framework ◽  
Illustrative Case ◽  
Business Relationships ◽  
Content Type ◽  
Brand Meaning ◽  
Value Propositions ◽  
Illustrative Case Study ◽  
Strategic Perspective

Purpose A new conceptualization of the process of country of origin (COO) branding based on fresh theoretical foundations is developed. This paper aims to provide a strategic perspective that integrates extant views of COO branding, based on identity and image, with a relational perspective based on a process approach to developing collective brand meaning. Design/methodology/approach A systematic review of the literature on COO branding and geographical indicators is undertaken, together with a review of contemporary research on branding. Our framework conceptualizes COO branding as an integrating process that aligns a network of relationships to co-create collective meaning for the brand’s value propositions. Findings An illustrative case study provides empirical evidence to support the new theoretical framework. Research limitations/implications Issues for further research include exploring and refining the theoretical framework in other research contexts and investigating broader issues about how COO branding influences self and collective interests in business relationships and industry networks. Practical implications Adopting a broadened perspective of COO branding enables managers to understand how identity and image are integrated with their business relationships in the context of developing collective brand meaning. Providing a sustained strategic advantage for all network actors, an integrated COO branding process extends beyond developing a distinctive identity and image. Originality/value Accepted consumer, product, firm and place level perspectives of COO branding are challenged by developing and verifying a new integrated conceptualization of branding.

The value creation logic and the internationalisation of internet firms

2016 ◽  
Vol 26 (3) ◽  
pp. 349-370 ◽  
Author(s):  
Denitsa Blagoeva Hazarbassanova
Keyword(s):  
Value Creation ◽  
Research Question ◽  
International Strategy ◽  
Service Firms ◽  
Content Type ◽  
Digital Service ◽  
Internet Firms ◽  
Value Propositions ◽  
Value Creation Process ◽  
Practical Implications

Purpose The purpose of the research is to put to a test the belief that the idiosyncratic internationalisation process of Internet firms is homogeneous. The research question is thus, “How does the value creation logic of Internet firms influence their internationalisation process?”. Design/methodology/approach The authors answer this question using three cases illustrating the internationalisation process of three pure play digital service firms, each falling into one value creation logic. Findings Each case company had a different approach to internationalisation, explained by a different theory. The firms differed in what their motivation was to internationalise, how they dealt with their liability of foreignness and how they learnt to internationalise. The differences were consistent with the specificities of their value creation. The contribution of this paper is to take the first steps towards linking the way firms create value with their internationalisation. What theory best explains the internationalization of IFs seems contingent on what firms do. Practical implications The message to practitioners is that international strategy not only can but also needs to be different across firms. It needs to be tailored to the concrete way a firm endeavours to generate and capture value. “One strategy fits most” is unlikely to succeed, because different value propositions demand different approaches to realising them. Originality/value In extant literature, IFs have been treated as one group, albeit distinct from “offline” firms. This paper proposes that the value creation process of IFs causes them to differ from each other, just as much as they differ from traditional firms.

What drives Generations Y and Z towards collaborative consumption adoption? Evidence from a post-communist environment

Kybernetes ◽  
2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rodica Ianole-Calin ◽  
Elena Druica ◽  
Geoffrey Hubona ◽  
Bingyi Wu
Keyword(s):  
Sharing Economy ◽  
Economic Benefits ◽  
Behavioural Intention ◽  
Measurement Scale ◽  
Collaborative Consumption ◽  
Content Type ◽  
Developed Economies ◽  
Path Modelling ◽  
The Relationship

Purpose This study aims to explore the relationship between different categories of motivation and the intention to engage in collaborative consumption (CC), using attitude as a mediator. Design/methodology/approach The authors extend an existing measurement scale focused on sustainability, enjoyment, reputation and economic benefits, as factors relevant in shaping how people perceive CC. The extension includes the role of personal beliefs and social relationships. The authors conduct a mediation analysis using partial least squares path modelling. Findings This study partially confirms existing literature: sustainability and enjoyment are positively related and statistically significant in predicting attitude towards CC, while only enjoyment impacts behavioural intention; attitude further impacts behavioural intention. Further, reputation and economic benefits positively and significantly impact attitude; economic benefits are not significant for behavioural intention in this study’s Romanian sample, but reputation is. Neither beliefs nor relationships are significantly associated with behavioural intention. Originality/value The authors investigate CC determinants in a post-communist economy, a novel setting for the development of sharing economy, as most studies focus on traditionally developed economies.

The service revolution and its marketing implications: service logic vs service-dominant logic

2014 ◽  
Vol 24 (3) ◽  
pp. 206-229 ◽  
Author(s):  
Christian Grönroos ◽  
Johanna Gummerus
Keyword(s):  
Value Creation ◽  
Service Dominant Logic ◽  
Content Type ◽  
Dominant Logic ◽  
Value Propositions ◽  
Managerial Implications ◽  
Service Logic ◽  
Conceptual Paper ◽  
Managerial Level ◽  
Service Perspective

Purpose – The purpose of this conceptual paper is to analyse the implications generated by a service perspective. Design/methodology/approach – A conceptual analysis of two approaches to understanding service perspectives, service logic (SL) and service-dominant logic (SDL), reveals direct and indirect marketing implications. Findings – The SDL is based on a metaphorical view of co-creation and value co-creation, in which the firm, customers and other actors participate in the process that leads to value for customers. The approach is firm-driven; the service provider drives value creation. The managerial implications are not service perspective-based, and co-creation may be imprisoned by its metaphor. In contrast, SL takes an analytical approach, with co-creation concepts that can significantly reinvent marketing from a service perspective. Value gets created in customer processes, and value creation is customer driven. Ten managerial SL principles derived from these analyses offer theoretical and practical conclusions with the potential to reinvent marketing. Research limitations/implications – The SDL can direct researchers’ and managers’ views towards complex value-generation processes. The SL can analyse this process on a managerial level, to derive customer-centric, service perspective-based opportunities to reinvent marketing. Practical implications – The analysis and principles help marketing break free from offering only value propositions and become an organisation-wide responsibility. Firms must organise service-influenced marketing and create a customer focus among all employees, beyond conventional marketing. Originality/value – A service perspective on business has key managerial implications and enables researchers and managers to find new, customer-centric, service-influenced marketing approaches.

scholarly journals Value co-creation in Couchsurfing – the Indonesian host perspective

2021 ◽  
Author(s):  
U Sevisari ◽  
Ina Reichenberger
Keyword(s):  
Developing Countries ◽  
Developing Country ◽  
Sense Of Self ◽  
Sharing Economy ◽  
Social Practices ◽  
Collaborative Consumption ◽  
Self Identity ◽  
Social And Cultural Capital ◽  
Intrinsic Nature ◽  
Cultural Self

© 2020, Emerald Publishing Limited. Purpose: Collaborative consumption experiences in tourism have been examined widely, yet predominantly focused on guest perspectives. Using the sharing economy platform Couchsurfing, this study aims to use value co-creation to explore hosting experiences in non-monetary accommodation sharing in a developing country, including hosts’ motivations to participate, the range of social practices during hosting and the value outcomes achieved through hosting. Design/methodology/approach: Based on a social constructivist paradigm, 20 in-depth interviews and 1 focus group were conducted with experienced Couchsurfing hosts in Indonesia. Findings: Findings highlight the exclusively intrinsic nature of hosts’ motivations and their subsequent impact on co-creational practices and value outcomes. Social practices revolve around the establishment and acquisition of social and cultural capital and providing guests with authentic local and cultural tourist experiences. Hosts reported value outcomes relating to friendship, knowledge, an improved sense of self and employment opportunities. Research limitations/implications: The results of this research may not be transferable to Western accommodation sharing settings or more rural and less touristically developed regions within developing countries. Social implications: It is argued that hosting can contribute positively to host communities in developing countries by facilitating intercultural communication and knowledge transfer while enhancing cultural self-identity and professional advancement. Originality/value: The majority of existing research on accommodation sharing has examined guest perspectives while being placed within predominantly Western contexts. This paper adds new knowledge by exploring the host perspective and examining the impacts of the sharing economy in a developing country.

scholarly journals No one rides for free! Three styles of collaborative consumption

2018 ◽  
Vol 32 (6) ◽  
pp. 692-714 ◽  
Author(s):  
Hugo Guyader
Keyword(s):  
Participant Observation ◽  
Phenomenological Approach ◽  
Sharing Economy ◽  
Research Trend ◽  
Long Distance ◽  
Collaborative Consumption ◽  
Content Type ◽  
Goods And Services ◽  
Ethnographic Interviews ◽  
Monetary Gain

Purpose This paper aims to focus on collaborative consumption, that is, the peer-to-peer (P2P) exchange of goods and services facilitated by online platforms. Anchored in the access paradigm, collaborative consumption (e.g. accommodation rental and ridesharing services) differs from commercial services offered by firms (e.g. business-to-customer [B2C] carsharing). The aim of this study is to examine the nuanced styles of collaborative consumption in relation to market-mediated access practices and socially mediated sharing practices. Design/methodology/approach Following the general research trend on mobility services, the context of long-distance ridesharing is chosen. Data collection was conducted using participant observation as peer service provider, 11 ethnographic interviews of consumers and a netnographic study of digital artifacts. Findings Using practice theory, ten ridesharing activities were identified. These activities and the nuances in the procedures, understandings and engagements in the ridesharing practice led to the distinction of three styles of collaborative consumption: communal collaborative consumption, which is when participants seek pro-social relationships in belonging to a community; consumerist collaborative consumption, performed by participants who seek status and convenience in the access lifestyle; and opportunistic collaborative consumption, when participants seek to achieve monetary gain or personal benefits from abusive activities. Originality/value By taking a phenomenological approach on collaborative consumption, this study adds to the understanding of the sharing economy as embedded in both a utilitarian/commercial economic system and a non-market/communal social system. The three styles of collaborative consumption propose a framework for future studies differentiating P2P exchanges from other practices (i.e. B2C access-based services and sharing).

scholarly journals Mapping the economics, social and technological attributes of the sharing economy

2019 ◽  
Vol 33 (3) ◽  
pp. 841-872 ◽  
Author(s):  
Dinara Davlembayeva ◽  
Savvas Papagiannidis ◽  
Eleftherios Alamanos
Keyword(s):  
Building Blocks ◽  
Sharing Economy ◽  
Academic Community ◽  
User Engagement ◽  
Collaborative Consumption ◽  
Content Type ◽  
Goods And Services ◽  
Stakeholder Perspective ◽  
Consumption Practices ◽  
Multi Stakeholder

PurposeThe sharing economy is a socio-economic system in which individuals acquire and distribute goods and services among each other for free or for compensation through internet platforms. The sharing economy has attracted the interest of the academic community, which examined the phenomenon from the economic, social and technological perspectives. The paper aims to discuss this issue.Design/methodology/approachGiven the lack of an overarching analysis of the sharing economy, this paper employs a quantitative content analysis approach to explore and synthesise relevant findings to facilitate the understanding of this emerging phenomenon.FindingsThe paper identified and grouped findings under four themes, namely: collaborative consumption practices, resources, drivers of user engagement and impacts, each of which is discussed in relation to the three main themes, aiming to compare findings and then put forward an agenda for further research.Originality/valueThe paper offers a balanced analysis of the building blocks of the sharing economy, to identify emerging themes within each stream, to discuss any contextual differences from a multi-stakeholder perspective and to propose directions for future studies.

Share more, drive less: Millennials value perception and behavioral intent in using collaborative consumption services

2017 ◽  
Vol 34 (2) ◽  
pp. 132-146 ◽  
Author(s):  
Jiyoung Hwang ◽  
Merlyn A. Griffiths
Keyword(s):  
Structural Equation ◽  
Sharing Economy ◽  
Equation Modeling ◽  
Consumer Group ◽  
Collaborative Consumption ◽  
Consumer Innovativeness ◽  
Behavioral Intent ◽  
Content Type ◽  
Value Perceptions ◽  
Young Consumers

Purpose This paper aims to investigate how the cognitive value perceptions and affective attitudes of Millennial consumers are related to behavioral intent in the context of collaborative consumption and how such relationships may be moderated. Design/methodology/approach Two scenario-based online studies were conducted with young consumers concerning several collaborative consumption services. Findings Using structural equation modeling, the authors found that specific dimensions of value perceptions (utilitarian, hedonic and symbolic) have differing effects on young consumers’ attitude and empathy toward collaborative consumption services. The analysis shows no moderating effects for perceived consumer effectiveness (Study 1 and Study 2) but a significant moderating effect for consumer innovativeness (Study 2). Research limitations/implications This research identifies important factors for the attitudinal and behavioral outcome of young consumers, an important consumer group for the emerging trend of collaborative consumption. Also, the role of empathy and two personal traits offer insights. Practical implications Substantively, the findings guide marketers in the sharing economy in elevating their strategic tactics and effective approaches to reach this important consumer group. Originality/value Given the paucity of research on consumer groups in this context, the current research breaks new ground by investigating value perceptions and empathy as drivers of positive reactions and moderating factors within the collaborative economy.

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