A Netnographic Look at Airbnb Experiences Based on Leisure Travels

Öz

Individuals who aim to spend their leisure traveling to different destinations prefer different accommodation facilities such as hostels, hotels, apartments and residences for their accommodation needs. The Airbnb platform brings together users who provide both private and business accommodation services for these individuals with an e-commerce-oriented business model. Users' comments are important for the holistic evaluation of the platform and facilities. In this study, it is aimed to examine the comments of Airbnb users regarding the facility, destination and facility owners. The comments made by individuals who rented accommodation facilities on the Airbnb platform regarding the post-service space were analyzed using netnography method. Three important destinations, namely Istanbul, New York and Paris, where Airbnb usage is intense, were included in the study. In this context, user comments were examined, and the data were evaluated as themes. As a result, it has been revealed that Airbnb users focus on themes identified as location, trust, price, hygiene, room amenities, environment and hosts.

Anahtar Kelimeler

• Airbnb
• accommodation
• netnography
• leisure

Boş Zaman Seyahatleri Temelinde Airbnb Deneyimlerine Netnografik Bir Bakış

Öz

Boş zamanlarını farklı destinasyonlara seyahat ederek geçirmeyi amaçlayan bireyler, konaklama ihtiyaçları için pansiyon, otel, apart, hostel ve rezidans gibi farklı konaklama tesislerini tercih etmektedir. Airbnb platformu bu bireyler için hem özel hem de işletme bazında konaklama hizmeti sağlayan kullanıcıları e-ticaret odaklı bir iş modeliyle bir araya getirmektedir. Platformun ve tesislerin bütüncül bir şekilde değerlendirilmesi açısından kullanıcıların yorumları önem taşımaktadır. Bu çalışmada, Airbnb kullanıcılarının tesis, destinasyon ve tesis sahiplerine ilişkin görüşlerini içeren yorumların incelenmesi amaçlanmıştır. Airbnb platformu üzerinden konaklama tesislerini kiralayan bireylerin hizmet sonrası mekâna ilişkin yaptıkları yorumlar araştırma kapsamında netnografi yöntemiyle incelenmiştir. Araştırmaya Airbnb kullanımının yoğun olduğu İstanbul, New York ve Paris olmak üzere üç önemli destinasyon dahil edilmiştir. Bu kapsamda kullanıcı yorumları incelenmiş ve veriler temalar halinde değerlendirilmiştir. Sonuç olarak, Airbnb kullanıcılarının konum, güven, fiyat, hijyen, oda olanakları, çevre ve ev sahipleri şeklinde tespit edilen temalara odaklandığı ortaya çıkmıştır.

Anahtar Kelimeler

• Airbnb
• konaklama
• netnografi
• boş zaman

Kaynakça

1. Airbnb. (2020). https://www.Airbnb.com/about/about-us. (Erişim tarihi: 03.11.2020).
2. Alrawadieh, D. D., Dinçer, M. Z. ve Dinçer, F. İ. (2020). Airbnb Aracılığıyla Konaklama Yapan Misafirlerin Memnuniyet Düzeylerini Etkileyen Faktörlerin Belirlenmesine Yönelik Netnografik Bir Araştırma. Uluslararası Güncel Turizm Araştırmaları Dergisi, 4(1), 1-14.
3. Aslan, T., Akbıyık, A. (2019). Paylaşım Ekonomisinde Mülk Paylaşma Hizmetlerine Duyulan Güvenin Rolünü Tüketici Perspektifinden İnceleme: Airbnb Örneği. İşletme Araştırmaları Dergisi, 11 (3), 2322-2332.
4. Aydın Ögel, S. ve Aydın S. (2019). Airbnb Kullanıcı Yorumları: Eskişehir Örneği. Journal of Academic Value Studies, 5(3), 344-351.
5. Belk, R. (2007). Why Not Share Rather Than Own? Annals of the American Academy of Political and Social Science, 6(11), 126-140.
6. Belk, R. (2014). You Are What You Can Access: Sharing and Collaborative Consumption Online. Journal of Business Research, 67(8), 1595-1600.
7. Botsman, R. and Rogers, R. (2010). What’s Mine is Yours. The Rise of Collaborative Consumption. New York: Harper Business.
8. Can, E. (2015). Boş Zaman, Rekreasyon ve Etkinlik Turizmi İlişkisi. İstanbul Sosyal Bilimler Dergisi, (10), 1-17.

9. Cannon, S. ve Summers, L. H. (2014). How Uber and the Sharing Economy Can Win Over Regulators. Harvard Business Review, 13(10), 24-28.
10. Chen, C. C. and Chang, Y. C. (2018). What Drives Purchase Intention on Airbnb? Perspectives of Consumer Reviews, Information Quality, and Media Richness. Telematics and Informatics, 35(5), 1512-1523.
11. Cheng, M. (2016). Sharing Economy: A Review and Agenda for Future Research. International Journal of Hospitality Management, 57, 60-70.
12. Codagnone, C. and Martens, B. (2016). Scoping the Sharing Economy: Origins. In:Definitions, Impact and Regulatory Issues. Sevilla: Institute for ProspectiveTechnological Studies.
13. Demir, E. ve Emekli, G. (2019). Tesisten Konuta, Turistten Misafire: Couchsurfing Örneği. Aegean Geographical Journal, 28(1), 51-68.
14. Doğru, T., Mody, M., Suess, C., Line, N. and Bonn, M. (2020). Airbnb 2.0: Is It a Sharing Economy Platform or a Lodging Corporation? Tourism Management, 78, 104049.
15. Edelman, B. G. and Luca, M. (2014). Digital Discrimination: The Case of Airbnb.com. Harvard Business School NOM Unit Working Paper, (14-054).
16. Fang, B., Ye, Q. and Law, R. (2016). Effect of Sharing Economy on Tourism Industry Employment. Annals of Tourism Research, 57, 264-267.
17. Farronato, C. and Fradkin, A. (2018). The welfare effects of peer entry in the accommodation market: The case of Airbnb. National Bureau of Economic Research.
18. Fereday, J. and Muir-Cochrane, E. (2006). Demonstrating Rigor Using Thematic Analysis: A Hybrid Approach of Inductive and Deductive Coding and Theme Development. International Journal of Qualitative Methods, 5(1), 80-92.
19. Gansky, L. (2010). The Mesh: Why The Future of Business is Sharing. Penguin.
20. Geron, T. (2013). Airbnb and Unstoppable Rise of the Share Economy, Forbes (11 Şubat), https://www.forbes.com/sites/tomiogeron/2013/01/23/Airbnb-and-the-unstoppable-rise-of-the-share-economy/#25238ca2aae3, (Erişim tarihi: 04.11.2020).
21. Gül, İ., Dinçer, M.Z. ve Çetin, G. (2018). Paylaşım Ekonomisi ve Turizme Etkileri Üzerine Bir Değerlendirme. Güncel Turizm Araştırmaları Dergisi, 2(1), 7-16.
22. Hacıoğlu, N., Gökdeniz, A. ve Dinç, Y. (2015). Boş Zaman ve Rekreasyon Yönetimi. Ankara: Detay Yayıncılık.
23. Hamari, J., Sjöklint, M. and Ukkonen, A. (2015). The Sharing Economy: Why People Participate in Collaborative Consumption. Journal of the Association for Information Science and Technology, 67 (9), 2047-2059.
24. Haywood, J., Mayock, P., Freitag, J., Owoo, K. A. and Fiorilla, B. (2017). Airbnb & Hotel Performance: An analysis of proprietary data in 13 global markets. http://www.str.com/Media/Default/Research/STR_AirbnbHotelPerformance.pdf, (Erişim tarihi: 03.11.2020).
25. İçöz, O. ve Kozak, N. (2002). Turizm Ekonomisi. Ankara: Turhan Kitabevi.
26. İsmail, S., Malone, M., Van Geest, Y. and Diamandis, P. (2014), Exponential Organizations: Why New Organizations are Ten Times Better, Faster and Cheaper than Yours, Diversion Books, New York, NY.
27. Jiao, J. and Bai, S. (2020). An Empirical Analysis of Airbnb Listings in Forty American Cities. Cities, 99, 102618.
28. Kaçar, A. I. ve Yakın, V. (2018). Paylaşım Ekonomisi ve Değer Yaratmak: Kanvas İş Modeli Örneği. Third Sector Social Economic Review, 53(3), 724-739.
29. Koçak, Y. ve Ulema, Ş. (2020). Paylaşım Ekonomisinde Yasal Sorunlar ve Çözüm Önerileri: Airbnb Örneği (Legal. Journal of Tourism and Gastronomy Studies, 8(4), 3021-3038.
30. Konak, S. (2020). İstanbul'u Ziyaret Eden Yabancı Turistlerin Airbnb Uygulamasını Tercih Etme Nedenleri. Uluslararası Güncel Turizm Araştırmaları Dergisi, 4(1), 79-90.
31. Kozinets, R. V. (2015a). Netnography. The International Encyclopedia of Digital Communication and Society, 1-8.
32. Kozinets, R. V. (2015b), Netnography: Redefined, London: Sage.
33. Kozinets, R.V. (2006). Click to Connect: Netnography and Tribal Advertising. Journal of Advertising Research, 46 (3), 279-288.
34. Lalicic, L. and Weismayer, C. (2018). A model of Tourists’ Loyalty: The Case of Airbnb. Journal of Hospitality and Tourism Technology, 9(1), 78-90.
35. Lee, K. H. and Kim, D. (2019). A peer-to-peer (P2P) platform business model: the case of Airbnb. Service Business, 13(4), 647-669.
36. Liang, L. J., Choi, H. C. and Joppe, M. (2018). Exploring the Relationship between Satisfaction, Trust and Switching Intention, Repurchase Intention in The Context of Airbnb. International Journal of Hospitality Management, 69, 41-48.
37. Li, J., Chen, L., Yi, J., Mao, J. and Liao, J. (2019). Ecosystem-specific Advantages in International Digital Commerce. Journal of International Business Studies, 50(9), 1448-1463.
38. Li, H. and Srinivasan, K. (2019). Competitive Dynamics in The Sharing Economy: An Analysis in the Context of Airbnb and Hotels. Marketing Science, 38(3), 365-391.
39. Liu, S. Q. and Mattila, A. S. (2017). Airbnb: Online targeted advertising, sense of power, and consumer decisions. International Journal of Hospitality Management, 60, 33-41.
40. Lune, H. ve Berg, B. L. (2016). Qualitative Research Methods for the Social Sciences. Pearson Higher Ed.
41. Mao, Z. and Lyu, J. (2017). Why travelers use Airbnb again? International Journal of Contemporary Hospitality Management, 29(9), 2464-2482.
42. Martin-Fuentes, E., Fernandez, C., Mateu, C. and Marine-Roig, E. (2018). Modelling a Grading Scheme for Peer-to-peer Accommodation: Stars for Airbnb. International Journal of Hospitality Management, 69, 75-83.
43. Oxford. (2020). https://en.oxforddictionaries.com/definition/sharing_economy, (Erişim tarihi: 07.11.2020).
44. Özata, F. Z., Er, İ., Öztürk, S.A. ve Ağlargöz, F. (2015). Ortak Tüketememek: Paylaşma Davranışını Engelleyen Faktörlerin Belirlenmesi Üzerine Bir Araştırma. 20. Ulusal Pazarlama Kongresi, (Haziran 10-13). Eskişehir, Türkiye.
45. Paulauskaite, D., Powell, R., Coca‐Stefaniak, J. A. and Morrison, A. M. (2017). Living Like a Local: Authentic Tourism Experiences and the Sharing Economy. International Journal of Tourism Research, 19(6), 619-628.
46. Picard, D. ve Buchberger, S. (2013) Couchsurfing Cosmopolitanisms: Can Tourism Make a Better World? Bielefeld: Transcript Verlag.
47. Rice, J. ve Khanin, D. (2019). Why Do They Keep Coming Back? The Effect of Push Motives vs. Pull Motives, and Attribute Satisfaction on Repeat Visitation of Tourist Destinations. Journal of Quality Assurance in Hospitality and Tourism, 1-25.
48. Ritzer, G. (2015). Prosumer Capitalism. The Sociological Quarterly, 56(3), 413-445.
49. Sacks, D. (2011). The Sharing Economy, https://www.fastcompany.com/1747551/sharingeconom, (Erişim tarihi: 10.11.2020).
50. Schor, J.B., Fitzmaurice, C., Carfagna, L.B., Attwood-Charles, W. and Poteat, E.D. (2016), Paradoxes of Openness and Distinction in the Sharing Economy, Poetics, 54, 66-81.
51. Sthapit, E. and Björk, P. (2019). Sources of distrust: Airbnb guests' perspectives. Tourism Management Perspectives, 31, 245-253.
52. Sthapit, E. and Jiménez-Barreto, J. (2018). Exploring Tourists' Memorable Hospitality Experiences: An Airbnb Perspective. Tourism Management Perspectives, 28, 83-92.
53. Varma, A., Jukic, N., Pestek, A., Shultz, C. J. and Nestorov, S. (2016). Airbnb: Exciting Innovation or Passing Fad? Tourism Management Perspectives, 20, 228-237.
54. Wang, D. and Nicolau, J. L. (2017). Price Determinants of Sharing Economy Based Accommodation Rental: A Study of Listings from 33 Cities on Airbnb.com. International Journal of Hospitality Management, 62, 120-131.
55. Yang, S.B., Lee, H., Lee, K. and Koo, C. (2018). The Application of Aristotle’s Rhetorical Theory to the Sharing Economy: An Empirical Study of Airbnb. Journal of Travel and Tourism Marketing, 35(7), 938-957.
56. Yıldız, Z. (2011). Turizmin Sektörünün Gelişimi ve İstihdam Üzerindeki Etkisi. Visionary E-Journal/Vizyoner Dergisi, 3(5).
57. Zengin, B. (2010). Turizm Sektörünün Türkiye Ekonomisine Reel ve Moneter Etkileri. Akademik İncelemeler Dergisi, 5(1), 102-126.
58. Zervas, G., Proserpio, D. and Byers, J.W. (2017). The Rise of the Sharing Economy: Estimating the Impact of Airbnb on the Hotel Industry. Journal of Marketing Research, 54(5), 687-705.
59. Zhang, G., Cui, R., Cheng, M., Zhang, Q. and Li, Z. (2020). A Comparison of Key Attributes between Peer-to-peer Accommodations and Hotels Using Online Reviews. Current Issues in Tourism, 23(5), 530-537.