“(S)he’s so hearty”: Gender cues,stereotypes, and expectations of warmth in peer-to-peer accommodation services |
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| Institution: | 1. Department of Economics, University of Chieti-Pescara, Viale Pindaro 42, Pescara, Italy;2. University of Nottingham, Jubilee Campus, NG8 1BB, Nottingham, UK;3. Coventry University London, E1 7JF, London, UK;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. Nottingham University Business School China, University of Nottingham Ningbo China, 199 Taikang East Road, Yinzhou, Ningbo 315100, Zhejiang, China;2. UWA Business School, Centre for Business Data Analytics, The University of Western Australia (M263), 35 Stirling Highway, Crawley, Perth 6009, Australia;3. Centre for Human and Cultural Values, UWA Business School, The University of Western Australia (M263), 35 Stirling Highway, Crawley, Perth 6009, Australia;1. Università IULM, Dipartimento di Business, Law, Economics, and Consumer Behaviour, Via Carlo Bo, 1, I-20143 Milan, Italy;2. Bocconi University, Master in Economics and Tourism, Via Röntgen, 1, I-20136 Milan, Italy;3. National Research Tomsk Polytechnic University, 30 Lenin Avenue, Tomsk 634050, Russian Federation;1. School of Hospitality and Tourism Management, Oklahoma State University, 365 Human Sciences, Stillwater, OK, 74078, USA;2. Shanghai Business School, 123 Fengpu Ave, Fengxian Qu, Shanghai, China;3. School of Hospitality and Tourism Management, Oklahoma State University, 367E Human Sciences, Stillwater, OK, 74078, USA;4. Dedman School of Hospitality, Florida State University, 288 Champions Way, B4113 University Center, PO Box 3062541, Tallahassee, FL 32306, USA;5. Dedman School of Hospitality, Florida State University, 288 Champions Way, B4114 University Center, PO Box 3062541, Tallahassee, FL 32306, USA |
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| Abstract: | The hospitality industry is witnessing continuous growth in the number of female travellers and female hosts available to accommodate travellers in their properties using peer-to-peer (P2P) service platforms. Cues that convey information about the host’s gender are therefore acquiring notable relevance. Tourism research, however, has not yet devoted attention to this phenomenon. To fill this gap, the present paper investigates whether and how gender cues conveyed on P2P accommodation platforms affect users’ expectations and booking intentions. Across three experimental studies, the paper demonstrates that such cues affect users’ expectations in a P2P accommodation context, but not in a hotel accommodation context. In particular, regardless of the hosts’ race, female cues, compared to male cues, appear more able to create expectations of warmth and this effect is evident for users who have a strong gender stereotyping tendency. Importantly, enhanced expectations of warmth exert a positive influence on users’ reservation intentions. |
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| Keywords: | Gender cues Expectations Warmth Competence P2P accommodation Stereotypes |
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