Parallel pathways to brand loyalty: Mapping the consequences of authentic consumption experiences for hotels and Airbnb

The popularity of Airbnb has significantly affected the hotel industry. One of Airbnb's fundamental value propositions is the concept of authenticity, but the hospitality and tourism literature is scant regarding what constitutes an authentic consumption experience in the lodging industry and how such authenticity generates brand loyalty. This study identifies two distinct pathways through which an authentic consumption experience influences brand loyalty for the leisure traveler: a brand pathway and an experience pathway. We find that hotels and Airbnb leverage these pathways differently to generate brand loyalty. These findings have implications for hotels and Airbnb in terms of guest loyalty.