Kısa Süreli Kiralama Pazarı için Sezgisel Bir Değerlendirme Oluşturma: Tasarım, Pazarlama ve Deneyim

Öz

The tourism industry's sharing economy is growing, but homeowners are weak in providing the required services. In this paper, we build a heuristic evaluation for short-term rentals. We followed video ethnography based on Gorder and Lorimer reality show of "stayhere." We codify the heuristic evaluation based on design, marketing, and experience categories. In the Airbnb platform, homeowners signal their quality of properties by referring to "stayhere" show. This helps them to increase the occupation and price rates. Hosts can benefit from this assessment to understand the guests' expectations. Thanks to redesigning their homes, they can become more competitive against centrally located places (tyranny of distance). Guests can evaluate the property more accurately before booking. The concept of heuristic evaluation has been introduced to the hospitality industry. A potential market for assuring the quality of homes through the certificates issued by different experts or organizations in the hospitality industry exists. This will overcome the asymmetric information between parties. The digital platform may modify its rankings and reviews to reflect better the situation of the house.

Anahtar Kelimeler

• Heuristic evaluation
• design
• marketing
• experience
• asymetric information

Building a Heuristic Evaluation for Short-Term Rental Market: Design, Marketing and Experience

Öz

Kaynakça

1. Abrate, G., Capriello, A., Fraquelli, G., 2011. When quality signals talk: evidence from the Turin hotel industry. Tourism Management, 32 (4), 912–921.
2. AirBnB. (2020). Hotels in Florence. https://www.airbnb.com.tr/rooms/34508132?adults=2&check_in=2020-10-14&check_out=2020-10-21&source_impression_id=p3_1601474497_YOhQlTMhgfEZGXzi
3. Akerlof, G. A. (1970). The Market for 'Lemons': Quality Uncertainty and the Market Mechanism. Quarterly Journal of Economics. 84, 3, 488–500.
4. Belarmino, A., Koh, Y., 2020. A critical review of research regarding peer-to-peer accommodations. Int. J. Hosp. Management, 84, 102315.