Journal
INTERNATIONAL JOURNAL OF TOURISM RESEARCH
Volume 19, Issue 6, Pages 693-704Publisher
WILEY
DOI: 10.1002/jtr.2141
Keywords
Airbnb; loyalty; network hospitality; satisfaction; service quality; Thailand
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This paper investigates service quality, customer satisfaction, and loyalty in Airbnb accommodation. A self-administered questionnaire was distributed to a nonprobability sample of 202 international tourists in Phuket, Thailand, which is one of the top tourist destinations worldwide. The results verify that a positive relationship among service quality, customer satisfaction, and loyalty exists and that satisfaction partially mediates the relationship between service quality and loyalty. Furthermore, the paper suggests key steps managers could take to enhance customer experience in a way that would benefit the lodging industry and the destinations.
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