Love is the bridge between you and everything: relationships of identity, experience, and benevolence to travelers’ loyalty and willingness to purchase

This study aims to understand (i)the main influencing constructs affecting travelers’ love in a sharing-economy context, (ii)the key influence of sharing-economy identity on travelers’ experience and benevolence which can impact on their likability and satisfaction, (iii)what and how travelers’ experience and benevolence can influence travelers’ love towards sharing-economy, (iv)what makes sharing-economy customers’ platforms love a sharing-economy?, (v)the key consequences of travelers’ love, and (vi)when and why such relations are likely to occur. This study employs an explanatory-study at the initial stage, as informed by the literature and research model. The developed model was tested via a positivist survey which was carried out with 417 travelers/tourists/users of peer-to-peer accommodation sharing-economy in the UK. Structural equation modelling was used to understand the research influences and relationships. We suggest implications for tourism and travelers’ management.

This is an Accepted Manuscript of a book chapter published by Routledge in Tourism, Hospitality and Digital Transformation: Strategic Management Aspects on October 8, 2019, available online: http://www.routledge.com/9780367149994