Why Tourists Choose Airbnb: A Motivation-Based Segmentation Study
通过对800多名爱彼迎用户的在线调查，识别出五种使用动机（互动、居家好处、新奇、共享经济理念、本地真实性），并将用户分为五个细分群体（省钱者、居家寻求者、协作消费者、实用新奇寻求者、互动新奇寻求者），为旅游营销提供参考。
Airbnb has grown very rapidly over the past several years, with millions of tourists having used the service. The purpose of this study was to investigate tourists’ motivations for using Airbnb and to segment them accordingly. The study involved an online survey completed in 2015 by more than 800 tourists who had stayed in Airbnb accommodation during the previous 12 months. Aggregate results indicated that respondents were most strongly attracted to Airbnb by its practical attributes, and somewhat less so by its experiential attributes. An exploratory factor analysis identified five motivating factors—Interaction, Home Benefits, Novelty, Sharing Economy Ethos, and Local Authenticity. A subsequent cluster analysis divided the respondents into five segments—Money Savers, Home Seekers, Collaborative Consumers, Pragmatic Novelty Seekers, and Interactive Novelty Seekers. Profiling of the segments revealed numerous distinctive characteristics. Various practical and conceptual implications of the findings are discussed.