Be a "Superhost": The importance of badge systems for peer-to-peer rental accommodations. (June 2017)

• Record Type: Journal Article
• Authors: Liang, Sai; Schuckert, Markus; Law, Rob; Chen, Chih-Chien
• Is Part Of: Tourism management. Volume 60(2017)
• Page Start: 454
• Page End: 465
• Publication Date: 2017-06
• Subjects: Airbnb -- Gamification -- Review volume -- Rating -- Online reputation -- Sharing economy -- Hospitality; Tourism -- Periodicals; 338.4791
• DOI: 10.1016/j.tourman.2017.01.007
• Languages: English
• ISSNs: 0261-5177

Abstract

Abstract: Many sharing-economy websites like Airbnb that offer vacation-rental options for travelers are very popular. However, few studies targeting the vacation-rental industry have investigated online reviews. To narrow this gap, this study focuses mainly on the gamification design developed by Airbnb that awards a "Superhost" badge to hosts who receive good reviews and observes how this can impact an accommodation's review volume and ratings. All available information regarding Airbnb accommodation offered in Hong Kong was retrieved from Airbnb's website. We then constructed a negative binomial model and a Tobit model with different independent variables and controlled a set of variables relating to accommodation characteristics. The results show that an accommodation with the "Superhost" badge is more likely to receive reviews and higher ratings. In addition, guests are willing to spend more on "Superhost" accommodations. Based on our findings, we present implications for research and host practice. Highlights: This study mainly focuses on the gamification design developed by Airbnb, which awards a "Superhost" badge to hosts. "Superhost" becomes who receive good reviews, which impacts accommodation's review volume and ratings. A negative binomial model and a Tobit model with different independent and controlled set of variables was employed. Accommodations rewarded with the "Superhost" badge are more likely to receive reviews and higher ratings. Guests are willing to pay more for "Superhost" accommodations.