Airbnb Experiences: Travelers’ Purchase Behavior and Word-of-Mouth

Sonal Purohit, Rakhi Arora, Robin Nunkoo*, Sandhiya Goolaup, Manish Das

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


This research examines travelers purchase behavior of “Airbnb experiences” by developing a model based on the stimulus organism response theory. Motivation, conceptualized as hedonic and utilitarian, is proposed to influence attitudes toward “Airbnb experiences.” The model is tested using data collected from two separate empirical studies on Indian domestic travelers. Empirical findings from both studies demonstrate a significant influence of perceived authenticity, perceived enjoyment, and service quality on travelers’ attitudes toward “Airbnb experiences.” The results from the two studies also converge with respect to the influence of attitudes on purchase intention and word-of-mouth. Both studies suggest a moderating effect of trend affinity on the relationship between attitudes and word-of-mouth. The research presents scholars with a theoretically robust model with the motivational attributes that positively impacts on travelers’ attitudes toward “Airbnb experiences” and the latter’s influence on purchase intention and word-of-mouth. We discuss the practical implications and limitations of the research.
Original languageEnglish
JournalJournal of Travel Research
Issue number7
Pages (from-to)1569-1587
Number of pages19
Publication statusPublished - Sept 2023

Bibliographical note

Published online: October 27 2022.


  • Sharing economy
  • Airbnb experiences
  • Stimulus organism response
  • Structural equation modeling
  • Artificial neural networks

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