an exploratory study on drivers and deterrents of collaborative consumption in travel
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ENTER 2015 Research Track Slide Number 1
An Exploratory Study on Drivers and Deterrents of Collaborative
Consumption in Travel Iis P. Tussyadiah
Washington State University Vancouver, [email protected]
ENTER 2015 Research Track Slide Number 2
Collaborative Consumption
“…the acquisition and distribution of a resource for a fee or other compensation.”
Belk, 2014
ENTER 2015 Research Track Slide Number 3
Research Goals
Identify:
1.Market characteristics: users vs. non-users
2. Drivers of collaborative consumption/P2P accommodation
3. Barriers to collaborative consumption/P2P accommodation
ENTER 2015 Research Track Slide Number 4
Literature/Media
• “Anecdotal evidence”– Changes in consumer “value” – A low cost alternative– Environmental pressure and
desire for community
• Limited “pool” of theoretical explanation– Innovativeness– Self-determination theory
An Exploratory
Study
ENTER 2015 Research Track Slide Number 5
Method
• Online Survey distributed via Amazon Mechanical Turk; – 799 US residents; 155 users & 599 non-users.– Demographic characteristics, travel frequency,
accommodation use, innovativeness traits
• T-Tests & Chi-square tests to identify market characteristics.
• Exploratory factor analyses for drivers and barriers to P2P accommodation.
ENTER 2015 Research Track Slide Number 6
Market Characteristics
Demographics: •No difference in terms of age and gender•Users are more highly educated than non-users •Users have higher income than non-users
→ More than just offering low-cost solutions; a greater awareness of the value in collaborative
consumption.
ENTER 2015 Research Track Slide Number 7
Market Characteristics
Travel Patterns: •Users travel more often than non-users •More users stay in alternative accommodation (e.g., timeshares, condo rentals)
→ Users may be more accustomed to different quality standards and
experiences.
ENTER 2015 Research Track Slide Number 8
Market Characteristics
Innovativeness traits*: •No difference in terms of Technology innovativeness•Users rated themselves higher in terms of Travel innovativeness
Users: Mean = 3.43 (.88); Non-users: Mean = 2.93 (.83); t = -6.49, sig. = .00
*Domain-specific personal innovativeness scale (Goldsmith & Hofacker, 1991; Agarwal & Prasad, 1998)
ENTER 2015 Research Track Slide Number 9
Barriers
• A list of deterrents from literature• 599 Respondents• Principal Component Analysis
– Kaiser-Meyer-Olkin measure of sample adequacy: .78– Bartlett’s test of sphericity: χ2 = 2472.12, df = 36, sig. = .
00
ENTER 2015 Research Track Slide Number 10
BarriersFactors
Factor Loading
Eigen Value
Cum. Percent
Chronbach’s Alpha
[Lack of] Trust 2.91 32.34% .87
…I was concerned about safety. .88
…I was concerned about privacy. .86
…I did not trust the host(s). .85
…I did not trust the online platform to execute the transaction.
.67
[Lack of] Efficacy 2.02 54.83% .74
…I did not have enough information about how it works.
.89
…I did not know what it is. .85
…it was not easy to search for the list of vacation rentals online.
.67
[Lack of] Economic Benefits 1.80 74.80% .80
…it was more expensive than staying at hotels. .88
…it did not save me enough money. .85
ENTER 2015 Research Track Slide Number 11
Barriers
• Concern and distrust toward hosts and business platform– Olson (2013), Keymolen (2013), Owyang (2013)
• Insufficient information • Consumers will only participate if benefits
are higher than cost– Hennig-Thurau, Henning, & Sattler (2007),
Lamberton & Rose (2012)
ENTER 2015 Research Track Slide Number 12
Drivers
• A list of motivational factors from literature• 155 Respondents• Principal Component Analysis
– Kaiser-Meyer-Olkin measure of sample adequacy: .82– Bartlett’s test of sphericity: χ2 = 973.51, df = 55, sig. = .
00
ENTER 2015 Research Track Slide Number 13
DriversFactors Factor
LoadingEigen Value
Cum. Percent
Chronbach’s Alpha
Sustainability 3.68 33.49% .92…I would like to reduce the consumption of energy and
other resources while traveling..93
…I would like to be a more socially responsible traveller. .93 …I would like to reduce the negative impacts of travel on
the environment. .91
…I would like to support the local economy. .71 …it was a more sustainable business model. .65
Community 2.39 55.20% .82…I would like to have a more meaningful interaction with
the hosts..84
…I would like to get to know people from the local neighbourhoods.
.83
…I would like to get insiders’ tips on local attractions. .79
Economic Benefits 2.00 73.37% .73…it saved me money. .85 …it helped me lower my travel cost. .84 …I would like to have higher quality accommodation with
less money..73
ENTER 2015 Research Track Slide Number 14
Drivers
• Desire to be responsible travelers – reduce environmental impacts, use resources more responsibly, support local economy– Bostman & Rogers (2010), Gansky (2010)
• To get to know & interact with local communities (social appeal)
• Lower cost (economic appeal)– Botsman & Rogers (2010), Gansky (2010), Lamberton
& Rose (2012), Owyang (2013), Sacks (2011)
ENTER 2015 Research Track Slide Number 15
Recommendations
For P2P rentals to reduce barriers and increase participation:
– Develop platforms that increase trust (reputation scoring, regulatory measures)
– Educate market to increase familiarity with the system
– Highlight sustainability and economic benefits (side-by-side comparison with competing hotels)
ENTER 2015 Research Track Slide Number 16
Recommendations
• For hotels to improve their competitive edge in areas of sustainability, community and cost
• For tourism destinations to nurture healthy competition and optimize benefits for local economy – sets of regulation
ENTER 2015 Research Track Slide Number 17
Further Research
Research is exploratory in nature – needs further verification
– Some factors did not converge – hotel selection criteria
– Emerged from open-ended questions: authenticity and regulatory issues
