Peer-to-peer Online Hospitality Platforms: Perceived Authenticity and Consumer Loyalty. A Structural Equation Model

Costanza Savarin

Student thesis: Master thesis

Abstract

The concept of authenticity in tourism has received wide attention from a sociological point of view and is now gaining relevance also in the field of consumer behavior. Its importance within the creation of attractive and memorable tourist experiences has been acknowledged: it is perceived as an important competitive factor driving tourists’ complex decision making. Nevertheless, a unique and shared definition of authenticity has not yet emerged. In the background, we see motivations, modes and means of travel that are rapidly changing due to social, technological, and economical drivers; this is coupled by the penetration of the sharing economy in the industry. This thesis is an attempt to give a theoretical and managerial contribution to the conceptualization of authenticity and its impact on tourist consumer behavior. The study is carried out in the realm of hospitality, a brach lacking analysis in this context. It is argued that accommodation in the sharing economy is an interesting environment to investigate the perception of authenticity within current tourism dynamics. Through an adaptation of Camus’ measurement scale (2004), the perception of authenticity in accommodation offered through peer-to-peer online hospitality platforms is assessed in its three dimensions: origin, projection and singularity. Using a structural equation model, the impact of perceived authenticity on loyalty is determined.

EducationsMSocSc in Management of Creative Business Processes , (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2016
Number of pages101
SupervisorsMads Bødker