The changing determinants of tourists' repurchase intention: the case of short-term rentals during the COVID-19 pandemic


Braje I. N., Pechurina A., BIÇAKCIOĞLU PEYNİRCİ N., Miguel C., Alonso-Almeida M. d. M., Giglio C.

INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT, vol.34, no.1, pp.159-183, 2022 (SSCI) identifier

  • Publication Type: Article / Article
  • Volume: 34 Issue: 1
  • Publication Date: 2022
  • Doi Number: 10.1108/ijchm-04-2021-0438
  • Journal Name: INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, ABI/INFORM, Business Source Elite, Business Source Premier, CAB Abstracts, Hospitality & Tourism Complete, Index Islamicus, Psycinfo, Veterinary Science Database
  • Page Numbers: pp.159-183
  • Keywords: COVID-19, Peer-to-peer accommodation, Repurchase intention, Short-term rentals, Tourist behaviour, SHARING ECONOMY, PLANNED BEHAVIOR, CUSTOMER SATISFACTION, SERVICE QUALITY, AIRBNB GUESTS, ACCOMMODATION, TRUST, DISCRIMINATION, HOSPITALITY, EXPERIENCES
  • Dokuz Eylül University Affiliated: Yes

Abstract

Purpose Adopting Ajzen's theory of planned behaviour theoretical framework, this paper aims to explore repurchase intentions among short-term rental users and changes in determinants of repurchase intention in the context of the COVID-19 pandemic. Design/methodology/approach Data for the research was collected via a cross-country quantitative survey (N = 1,433) in five European countries: Croatia, Italy, Spain, Turkey and the UK during 2020. Trust, perceived value, authenticity and perceived risk were incorporated into the structural equation model as part of an integrated analysis of antecedents of repurchase intention. Findings Perceived value and authenticity are the key drivers of a positive attitude to repurchase of short-term rentals even after the pandemic. The pandemic modified the role of perceived risk in determining attitude towards short-term rentals as perceived risks could negatively affect attitude and repurchase intention after COVID-19. Trust in the platform and the host became a significant determinant of repurchase intentions after the spread of COVID-19. Research limitations/implications The analysis has shown the link between attitude, subjective norms, perceived behavioural control and repurchase intention, and has thus demonstrated a successful application of the theory of planned behaviour to short-term rental users. Originality/value The results of this study suggest a possible reconceptualisation of repurchase determinants due to the pandemic. The study offers a timely contribution to the research on the impact of the pandemic on the determinants of tourists' repurchase intentions.