Be a “Superhost”: The importance of badge systems for peer-to-peer rental accommodations |
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| Institution: | 1. School of Management, Harbin Institute of Technology, 92 Xidazhi Street, Harbin, 150001, PR China;2. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST-East, Kowloon, Hong Kong SAR;3. William F. Harrah College of Hotel Administration, University of Nevada, Las Vegas, 4505 S. Maryland Pkwy., Las Vegas, NV 89154, United States;1. School of Hospitality and Tourism Management, University of Surrey, 56AP02 Austin Pearce Building, Guildford, GU2 7XH, United Kingdom;2. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong;1. The University of Queensland, Australia;2. Eindhoven University of Technology, The Netherlands;1. Department of Business Administration, University of Lleida, C/Jaume II, 73, 25001, LLEIDA, Spain;2. INSPIRES Research Institute, University of Lleida, C/Jaume II, 69, 25001, LLEIDA, Spain |
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| Abstract: | Many sharing-economy websites like Airbnb that offer vacation-rental options for travelers are very popular. However, few studies targeting the vacation-rental industry have investigated online reviews. To narrow this gap, this study focuses mainly on the gamification design developed by Airbnb that awards a “Superhost” badge to hosts who receive good reviews and observes how this can impact an accommodation's review volume and ratings. All available information regarding Airbnb accommodation offered in Hong Kong was retrieved from Airbnb's website. We then constructed a negative binomial model and a Tobit model with different independent variables and controlled a set of variables relating to accommodation characteristics. The results show that an accommodation with the “Superhost” badge is more likely to receive reviews and higher ratings. In addition, guests are willing to spend more on “Superhost” accommodations. Based on our findings, we present implications for research and host practice. |
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| Keywords: | Airbnb Gamification Review volume Rating Online reputation Sharing economy Hospitality |
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