Travellers' Loyalty toward Airbnb: The Moderating Effect of Relative Attractiveness of the Reward Program

This study investigates the drivers of Airbnb users’ loyalty. Data were collected from 343 individuals and were analysed using the partial least squares technique. The results showed that accommodation price reasonableness, accommodation variety, website efficiency quality, and online review information quantity have effect on loyalty. Furthermore, the attractiveness of the reward program negatively moderates the impact of website efficiency quality on loyalty. The study contributes to the literature theoretically by developing and testing a model that goes beyond destination- and host-related factors by considering the influence of attributes specific to Airbnb on travellers’ loyalty and the moderating role of attractiveness of the reward program. The findings of this study also provide valuable implications for managers of peer-to-peer accommodation platforms and website developers.