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This study aims to empirically investigate the pathway to value co-creation intentions through social media marketing, social support and COVID-19 perception in the tourism context with a specific focus on Couchsurfing community.

A survey was conducted from foreign and domestic travellers who used Couchsurfing platform for their recent travel, and were approached using an online survey (n = 229) and structural equation modelling used for hypothesis testing.

The findings indicate that value co-creation intentions follow a pathway through social media marketing and social support. Moreover, Couchsurfing community social support mechanisms play a crucial role in value co-creation intentions.

This study significantly contributes by taking Couchsurfing as a social networking application that provides both informational and functional support to the hardcore and active tourism and hospitality community.

This study seeks to explore the motivations behind couchsurfers’ decision to go couchsurfing, and also to explore the influence of the couchsurfing experience on the satisfaction with the stay.

The exploratory research is based on a qualitative study using several methods: a netnography, two focus groups and the critical incident technique. Our exploratory research has enabled us to identify the main motivations behind the choice of the couchsurfing experience as a form of sustainable tourism.

The obtained results show six major motivations: Financial reasons, the cultural experience, the need for social interaction, professional reasons, the emotional entertainment and the social responsibility. Similarly, the influence of couchsurfing on the satisfaction with the stay manifests itself through the concept of love and family.

Managers would consider the social and friendly dimension of the touristic experience as a strategic decision. Once, this decision is taken, it is important to find out how the accommodation providers manage to deploy the values that couchsurfing promotes, which are sociability and the preoccupation with the environment and the society.

The research proved the importance of couchsurfing and its social aspect for the tourists. In fact, the obtained results show that the conviviality and the social relationship that is developed between couchsurfers and their hosts during their couchsurfing experience is what accounts for the tourist’s satisfaction.

The growth of information and communication technology and the appearance of the sharing economy have affected the market. This trend will potentially create a competitive transformation, especially in the accommodation sector. While Airbnb has become the leader in the sharing economy, more competitors are coming into the market, some with different business propositions and positioning strategies, thereby offering different points of differences (PODs). The purpose of this study is to identify and compare the factors that influence the usage of peer-to-peer (P2P) accommodation services for trading activity (renting vs lending), particularly between Airbnb and Couchsurfing. More specifically, this study examines the causal relationships among some major factors that influence customers’ purchase intentions, such as perceived risk, perceived value, price sensitivity and word of mouth.

A total of 400 millennial respondents – 200 for each service – who have used the respective mobile applications participated in the online survey. Using structural equation modeling, the analysis revealed that the model acts differently across the groups.

The results revealed that Airbnb respondents paid more attention to perceived risks when booking the accommodation, thus indicating that they are more risk-averse, whereas Couchsurfing’s users sought the perceived value that they would receive at the destination.

The findings of this study are beneficial for Airbnb and Couchsurfing in particular and players in the industry in general.

This study reveals that factors that influence the intention to use the sharing economy platform work differently based on the form of trading activities.

Collaborative consumption experiences in tourism have been examined widely, yet predominantly focused on guest perspectives. Using the sharing economy platform Couchsurfing, this study aims to use value co-creation to explore hosting experiences in non-monetary accommodation sharing in a developing country, including hosts’ motivations to participate, the range of social practices during hosting and the value outcomes achieved through hosting.

Based on a social constructivist paradigm, 20 in-depth interviews and 1 focus group were conducted with experienced Couchsurfing hosts in Indonesia.

Findings highlight the exclusively intrinsic nature of hosts’ motivations and their subsequent impact on co-creational practices and value outcomes. Social practices revolve around the establishment and acquisition of social and cultural capital and providing guests with authentic local and cultural tourist experiences. Hosts reported value outcomes relating to friendship, knowledge, an improved sense of self and employment opportunities.

The results of this research may not be transferable to Western accommodation sharing settings or more rural and less touristically developed regions within developing countries.

It is argued that hosting can contribute positively to host communities in developing countries by facilitating intercultural communication and knowledge transfer while enhancing cultural self-identity and professional advancement.

The majority of existing research on accommodation sharing has examined guest perspectives while being placed within predominantly Western contexts. This paper adds new knowledge by exploring the host perspective and examining the impacts of the sharing economy in a developing country.

Airbnb is the peer-to-peer (P2P) accommodation platform that has attracted researchers’ attention during the past decade. The purpose of this paper attempts to illustrate the scarce research on P2P accommodation platforms other than Airbnb and to highlight the research gaps concerning these platforms.

This study starts by presenting a literature review on Airbnb based on several review papers about P2P accommodation sharing and conducts a quantitative comparative analysis between existing literature on Airbnb and other P2P accommodation platforms in Web of Science (WoS) using a keyword search.

Findings suggest that the literature regarding P2P accommodation platforms other than Airbnb is limited and that little is known about their possible impact on the collaborative tourism ecosystem. The analysis also suggests further research on P2P accommodation platforms to move on from an Airbnb-centric view and include other types of P2P accommodation platforms.

This paper compares the most common topics studied regarding Airbnb and other P2P accommodation platforms, highlighting the existence of other for-profit and non-profit accommodation platforms. It proposes new lines of research on different types of platforms such as the niche P2P accommodation platforms.

The present study aims to clarify how online friendships between local residents and tourists are made in a hospitality exchange network, one of the not-for-profit sharing economy platforms. Specifically, the study empirically examines three topics: the properties of dyadic relationships in the platform; the effect of face-to-face interactions on online friendships in the platform; and the role of locals in building host-guest relationships in the hospitality exchange network.

Social networks data in CouchSurfing.org were collected and analyzed using a social network analysis (SNA) program. Along with the descriptive analysis of the actors in the online hospitality network, several SNA indicators, including the degree of centrality, density and centralization, were measured to explore the nature of the network and identify the gatekeepers.

Findings suggest that latent ties between tourists and hosts are likely to be manifested through face-to-face events. In particular, local people play central roles in establishing host-guest relationships.

This study contributes to the body of knowledge on the sharing economy in hospitality by synthesizing two areas in the literature, the host-guest framework and the online hospitality networks.

The social psychological aspects of the sharing economy have yet to receive attention from hospitality scholars. In addition, studies have largely focused on profit-driven models in the sharing economy (e.g. Airbnb). This study fills this gap by examining the host and guest behavior empirically in one of the not-for-profit hospitality sharing economy platforms.

The objective of this contribution is to pinpoint the practices of users' interactions with sharing economy platforms in Russia, as well as explore the source of motivation to use such platforms on the three cases of sharing economy platforms in Russia: Darudar [Gift-to-gift] (sharing goods), Bank Vremeny [Timebank] (sharing time and services) and Couchsurfing (sharing accommodation and leisure).

Empirical data were gathered from 25 in-depth interviews conducted for active users of the platforms and ethnographic observations of users' offline meetings as well as digital observations.

The results reveal that participants of the platforms tend to establish their own rules and norms of interaction, thus, fostering social connection. Findings suggest that users of sharing economy platforms are driven by the potential of minimising transaction costs and intrinsic motivation, such as getting experiences which have no market alternatives, upcycling and disposal of belongings, self-promotion and self-realisation.

In this study, sharing as based in the sharing economy is conceptualised as a separate principle of resource allocation. The theory was applied to the empirical material of three Russian platforms, which has not been done previously in the paradigm of sharing. The current literature on the sharing economy is largely switched to the for-profit North American platforms, while case studies from other settings are lacking. This article aims to fill this gap by providing insights into non-profit platforms' operation in Russia.

This chapter addresses emerging social media cultures and socio-technical practices through the theoretical lens of Theory of Communicative Action. This conceptual scene is used to explain the interplay between social media and tourism. It analyzes the paradoxical role of interactive technologies as forces for the reproduction and transformation of this industry. The chapter discusses processes of colonization of personal relations and life-spaces. The analysis shows the ambivalent potential of tourism social media as communicative technologies for emancipation but also as tools for hierarchization, control, and exploitation. Finally, further theoretical examination of technological development and tourism practices is sought.

Independent actors operating through peer-to-peer sharing economy platforms co-create service experiences, such as shared car-rides or home-stays. Emotional labor among both parties, manifested in the mutual enactment of socially desirable behavior, is essential in ensuring that these experiences are successful. However, little is known about emotional labor practices and about how sharing economy platforms enforce emotional labor practices among independent actors, such as guests, hosts, drivers, or passengers. To address this research gap, we follow a mixed methods approach. We combine survey research among Airbnb and Uber users with content analysis of seven leading sharing economy platforms. The findings show that (1) users perform emotional labor despite not seeing is as necessarily desirable and (2) platforms actively encourage the performance of emotional labor practices even in the absence of direct formal control. Emotional labor practices are encouraged through (hard) design features such as mutual ratings, reward systems, and gamification, as well as through more subtle (soft) normative framing of desirable practices via platform and app guidelines, tips, community sites, or blogs. Taken together, these findings expand our understanding of the limitations of peer-to-peer sharing platforms, where control over the service experience and quality can only be enforced indirectly.