The role of superhost badge in Airbnb hosts’ continuance intention

ABSTRACT

Based on the theory of planned behaviour (TPB) and the commitment-trust theory, this study examines the antecedents of Airbnb hosts’ continuance intention by integrating TPB with trust towards Airbnb along with the moderating effect of the Superhost badge. A sample of 160 Vietnamese Airbnb hosts was collected through a web-based survey and data were analysed with PLS-SEM. Findings revealed that Airbnb hosts’ attitude, perceived behavioural control and trust towards Airbnb significantly impact their intent to continue sharing on the platform. Furthermore, results also confirmed the existence of the moderating role of Airbnb hosts’ status in their decision-making process. These findings subsequently lead to practical recommendations for the platform management in enhancing Airbnb hosts’ continuance intention during the prevailing disaster.

KEYWORDS:

• Theory of planned behaviour
• customer trust
• continuance intentions
• superhost badge
• Vietnam

Acknowledgements

The authors are thankful for support from the Research Centre for Tourism, Sustainability and Well-being (CinTurs) [FCT Grant Number UIDP/SOC/04020/2020].

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

The work was supported by the Fundação para a Ciência e a Tecnologia [UIDP/SOC/04020/2020].

Notes on contributors

Thuc Thi Mai Doan Do

Thuc Doan Do is currently a full-time PhD student in Tourism at University of Algarve, Portugal. Before, she completed her MBA degree in Hospitality and Tourism Management from Queen Margaret University and later was appointed as a Lecturer at the Tourism Department of Hoa Sen University in Vietnam for almost 5 years. Her research interests lie in the area of service quality, servicescape, consumers behaviour, the sharing economy and sustainable tourism.

Luis Nobre Pereira

Luis Nobre Pereira is Professor at the School of Management, Hospitality and Tourism of the University of Algarve. He is serving as President of the Technical-Scientific Council of the School since 2019. He is Vice-president of the Research Centre for Tourism, Sustainability and Well-being (CinTurs) since 2018. Luis Nobre Pereira was also Deputy Director of the School between 2016 and 2019. He is active in conducting funded research projects in the fields of Tourism and Hospitality Management. Professor Luis Pereira holds a PhD degree in Quantitative Methods Applied to Economics and Management. His research interests include tourism demand modelling and forecasting, decision support systems for tourism, sustainable tourism, measuring tourists’ satisfaction and loyalty, revenue management and dynamic pricing for the hospitality industry.

João Albino Silva PhD in Economics. Aggregation in Tourism Economics. Full Professor at the Faculty of Economics, University of the Algarve (Portugal). Director of the PhD Program in Tourism, University of the Algarve and member of the scientific coordination of the Research Center for Tourism, Sustainability and Well-being (CinTurs) He was President of the Scientific Committee of the Faculty of Economics, University of the Algarve. Research areas of interest: Tourism Planning, Management and Development; Quality and Management of Tourism Destinations; Economics of Tourism and Environment.