The emergence of the sharing economy: Changing consumer patterns of students regarding choice of accommodation
Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
The "Sharing Economy" is emerging and this has a major impact on the hospitality industry, and tourism industry, which is struggling to stay ahead of this little understood global megatrend. In particular the currently emerging trend of peer-to peer- rentals, which is part of the sharing economy spectrum, seems to become successful in attracting the younger generation, specifically students. This explorative thesis investigates why an increasing number of students choose peer-to-peer rentals as an alternative for a hotel, and placing this in the context of the current societal, technological and economical drivers influencing their decisions. It is essential to understand the underlying motivations of students enabling the hospitality and tourism industry to anticipate on newly visible consumer patterns. The research was conducted through qualitative research; 13 students who made use of peer-to-peer rentals platforms in the past, were interviewed. A questionnaire was created, which had the purpose to find out the main motivations of students to utilize peer-to-peer rentals. The main findings showed detailed descriptions of participant’s travel experiences and what they think an overnight stay should consist of. The participants demonstrated to attach great value on interacting with the local host, and locals present at the holiday destination. This might enhance the desired authentic experience the majority of the students seems to look for. Booking a peer-to peer rental makes that objective more reachable for the travelling student. Additionally, economic factors played a significant role in the decision making process, and to aspire authentic experiences. Analysing the motivations and consumer behaviour of students can benefit the hospitality and tourism industry to a great extent, as they reveal what factors are becoming more important with regards to booking an accommodation.
Place, publisher, year, edition, pages
Sharing economy, hospitality and tourism industry, qualitative research, peer-to-peer rentals, students, motivations
IdentifiersURN: urn:nbn:se:du-21615OAI: oai:DiVA.org:du-21615DiVA: diva2:933769