A Tale of Two Cultural Values in Airbnb: Long-Term Orientation and Indulgence

Document Type

Article

Publication Date

6-12-2022

School

Marketing

Abstract

Sharing economy services (SES) provide consumers with an alternative to ownership by obtaining, offering, and exchanging products and services typically through an online platform. As sharing practices continue to develop globally, research has only recently begun to explore how cultural differences influence SES at the individual level. Therefore, this study examines the influence of long-term vs. short-term orientation and indulgence-restraint on travelers’ intentions to participate in SES. This study also considers the impact of value perceptions of sharing on this relationship. A survey of Airbnb guests was conducted using a panel of United States’ respondents through Amazon’s Mechanical Turk. The structural equation modeling results provide new evidence of travelers’ cultural values both directly and indirectly impacting their participation intentions in SES. This study is one of the first to consider long-term orientation and indulgence within the context of SES. Further contributions and implications are discussed.

Publication Title

Tourism Planning & Development

First Page

1

Last Page

27

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