Delving into Airbnb Users’ Sources of Disappointment

Abstract

Airbnb has grown rapidly with a large supply and a consistently increased demand. The rapid rise of the Airbnb business model warrants deeper understanding of its users’ experiences. Against a redundant amount of research addressing guest complaints in the traditional hotel industry, very little has been done so far to identify the nature of complaints aired by Airbnb users. With these thoughts in minds, the aim of the study is to develop a typology of complaints as experienced by Airbnb users. For this purpose, a total of 580 negative reviews retrieved from “Inside Airbnb” database were content analysed. The manual content analysis process was also supported by a Word Cloud using Nvivo12. The analysis resulted in identifying 23 complaints under 3 broad dimensions. These dimensions were labelled as ‘‘property-related complaints’’, ‘‘host-related complaints’’ and ‘‘other complaints’’. By identifying what Airbnb users complain about, the present study is expected to contribute to the limited literature on e-complaints in the hospitality industry.

Keywords

• Airbnb
• Guest satisfaction
• E-complaint
• E-WOM
• Content analysis
• Istanbul

Airbnb Kullanıcılarının ‘‘Hayal Kırıklığı’’ Üzerine Bir Araştırma

Öz

Airbnb; gerek arz gerekse talep açısından hızla büyüyen bir alternatif konaklama sektörü olarak ortaya çıkmıştır. Airbnb ile ilgili bu hızlı yükseliş, kullanıcıların deneyimlerini araştırmayı gerekli kılmaktadır. Alanyazında konaklama işletmelerine yönelik misafir şikâyetleri üzerine yapılan araştırmalara karşın; Airbnb kullanıcılarının şikâyetleri üzerine hem ulusal hem de uluslararası alanyazında yeterince araştırma yapılmamıştır. Bu anlamda, çalışmanın amacı İstanbul’daki Airbnb kullanıcılarının şikâyetlerini incelemektir. Bu amaçla “Inside Airbnb” veri tabanından alınan 580 olumsuz görüş, içerik analizi tekniğiyle çözümlenmiştir. İçerik analizinin yanı sıra, bulgular Nvivo12 kelime bulutu oluşturularak desteklenmiştir. Analiz sonucunda şikâyetler, üç ana boyut ve 23 alt temaya ayrılmıştır. Bu şikâyetler; ‘‘ev ile ilgili şikâyetler’’, ‘‘ev sahibi ile ilgili şikâyetler’’ ve ‘‘diğer şikâyetler’’ olarak belirlenmiştir. Bu çalışma, Airbnb kullanıcılarının şikâyetlerini belirleyerek, alternatif konaklama endüstrisinde e-şikâyetlerle ilgili sınırlı olan alanyazına katkı sağlamakta ve bu sektörde halihazırdaki Airbnb ev sahipleri için uygulamaya yönelik öneriler sunmaktadır.

Anahtar Kelimeler

• Airbnb
• misafir memnuniyeti
• e-şikayet
• e-wom
• içerik analizi
• İstanbul

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