Interaction and reputation in Airbnb: an exploratory analysis

Abstract

Purpose – The purpose of this paper is to study the role of social interaction and reputation when reviewing experiences on the Airbnb platform. Recent studies have suggested that social interaction and aspects related to reputation may encourage positive bias in the case of online ratings and comments. Design/methodology/approach – A qualitative research method was used. In total, 20 semi-structured in-depth interviews were conducted with non-professional Airbnb hosts and guests resident on the island of Tenerife (Canary Islands). Findings – Face-to-face interaction between the host and guest could lead to the moderation or omission of negative comments by guests. Reputation is a relevant factor that affects the behaviour of the users on the platform. Users are expected to behave in accordance with certain conventions learned when using the platform. Research limitations/implications – The exploratory analysis must be complemented by other quantitative research. The hosts interviewed are not professional hosts. Practical implications – It is recommendable for hosts offering average accommodation to pay special attention to welcoming and assisting their guests, with the aim of boosting their reputation on the platform. Originality/value – This is the first qualitative study to deal with the effect of social interaction and reputation from the point of view of hosts and guests when reviewing experiences on the Airbnb platform.