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This study aims to provide insights into Airbnb’s exit from the China market, specifically from the perspective of platform competition.

Based on the understanding of the evolution and competition of peer-to-peer (P2P) accommodation market in China and the double-edged network effects, this viewpoint article provides an in-depth discussion on Airbnb’s withdrawal from the China market.

This viewpoint paper contends that Airbnb faced increasing challenges in establishing unique competitive advantages against local rivals, who demonstrate a capacity for innovation and maintaining loyal customers in adapting to the market evolution. Consequently, this may inhibit Airbnb from attracting the mainstream market and lead Airbnb into a negative spiral, exacerbated by indirect network effects.

This study offers insights into the failure of an internationalisation process, drawing from an analysis of the competitive environment and the competition strategies of P2P accommodation platforms in China. These findings have practical implications for the implementation of international business strategies in P2P accommodation.

本观点文章旨在基于平台竞争的视角对爱彼迎退出中国的现象进行阐释

基于对中国共享住宿/民宿市场的演变和竞争、双边网络效应的理解, 本文对爱彼迎退出中国进行了深入探讨。

本文提出, 爱彼迎在建立独特竞争优势以应对本地竞争对手方面面临日益严峻的挑战, 因为本地竞争者在适应市场变化方面展现出突出的创新和留客的能力。这可能会阻碍爱彼迎吸引主流市场, 并导致其跌入由间接网络效应加剧的恶性循环中。

基于对中国共享住宿平台的竞争环境和策略的分析, 本文洞悉了一个国际化失败的案例。本文的发现对于共享住宿的国际化策略实施具有实践意义。

Este artículo de opinión pretende aportar ideas sobre la salida de Airbnb del mercado chino, concretamente desde la perspectiva de la competencia entre plataformas.

Basándonos en la comprensión de la evolución y la competencia del mercado de alojamientos P2P en China, así como en los “efectos de red de doble filo”, este artículo de opinión ofrece una discusión en profundidad sobre la retirada de Airbnb del mercado chino.

Este documento sostiene que Airbnb enfrentó desafíos crecientes para establecer ventajas competitivas únicas frente a sus rivales locales, demostrando estos últimos una capacidad de innovación y del mantenimiento de la lealtad de sus clientes al adaptarse a la evolución del mercado. En consecuencia, esto puede inhibir a Airbnb para atraer al mercado principal y llevar a la empresa a una espiral negativa, exacerbada por efectos de red indirectos.

Este estudio ofrece una visión del fracaso de un proceso de internacionalización, a partir de un análisis del entorno competitivo y de las estrategias de competencia de las plataformas de alojamiento P2P en China. Estos resultados tienen implicaciones prácticas para la aplicación de estrategias empresariales internacionales en los alojamientos P2P.

This study aims to testify the effects of green marketing on peer-to-peer (P2P) accommodation consumers’ repurchase intention and positive word-of-mouth (WOM) towards P2P accommodation platforms through the mediation of trust and consumer identification.

A questionnaire survey was applied to collect data from a sample of 488 consumers in China who had used P2P accommodation platforms in the past six months. Partial least squares structural equation modelling was used to analyse the data.

The study found that consumers’ perception of green marketing orientation of P2P accommodation platforms significantly increased consumer trust in the platform and consumer identification with the platform, which in turn each positively influenced repurchase intention and positive WOM to the platform. Furthermore, consumer trust had a positive effect on consumer identification and both trust and identification mediated the relationship between green marketing and repurchase intention and that between green marketing and positive WOM.

The findings of this study provide P2P accommodation platform operators with important insights to apply green marketing and focus on consumer trust and identification in sustaining their business and coping with the intense market competition.

This study contributes to better understanding of the impact of green business practices on consumers in sharing economy and offers practical implications on sustainable P2P accommodation practices.

This paper aims to determine to what extent hotels and peer-to-peer (P2P) facilities are substitutes for travelers. It then examines whether hotels target business travelers and P2P facilities target leisure travelers.

The author collected characteristics of Shanghai hotels and P2P facilities from websites to determine on what basis the two accommodation types compete. The author then conducted a modified importance-performance analysis (IPA) to determine the relationship between accommodations' provision of these characteristics and their importance to Chinese business and leisure travelers.

The characteristics of hotels and P2P facilities systematically differ, and travelers perceive these differences as important. While the differences are significant across all price ranges, they are smaller for budget hotels than for high-end hotels. The modified IPA indicates that P2P facilities appeal more to leisure travelers than to business travelers. Yet hotels better satisfy the requirements of both types of travelers.

The findings imply that P2P facilities can target lower- and middle-income vacationing families by charging lower prices. High-end hotels can compete by providing more diverse services and greater value to business travelers and higher-income leisure travelers. Budget hotels can reduce costs by not providing non-essential characteristics.

This paper contributes to the discussion of the competition between hotels and P2P facilities by focusing on the Shanghai market. It uses the modified IPA to derive implications for lodging market segmentation.

Based on text content analysis using big data, this study aims to explore differences in guest perceptions of peer-to-peer accommodations before and after COVID-19 to provide suggestions for the development of these properties in China postpandemic.

A guest perception dictionary was established by collecting Ctrip customer reviews of peer-to-peer accommodations. After data cleaning, thematic word analysis and semantic association network analysis were used to explore perceptions and thematic differences before and after COVID-19.

This research constructed a multidimensional framework of guest-perceived values for peer-to-peer accommodation in the context of COVID-19. The findings showed that the emphasis on functionality in peer-to-peer accommodation changed; perceived emotional values associated with peer-to-peer stays were more complex; perceived social values decreased, host–guest interactions were reduced and online communication became a stronger trend; tourist preferences for types of experiences changed, and people changed their destination selections; perceived conditional value was reflected in perceived risks, and the perceptions of environmental health, service and physical risks increased.

This research has constructed a multidimensional framework of tourist perceived value on the basis of peer-to-peer accommodation context and epidemic background and has thus shown the changes in tourist perceived value of peer-to-peer accommodation before and after COVID-19.

To the best of authors’ knowledge, this research constitutes the first attempt to explore the perceptual differences for peer-to-peer accommodations before and after COVID-19 based on an extensive data set of online reviews from multiple provinces of China.

This study aims to elicit the preferences of potential travelers for different property listings' attributes (online review number, positive valence rate of reviews and discount strategy) when selecting hotels and peer-to-peer (P2P) accommodation sharing on online booking platforms.

A discrete choice experiment (DCE) was conducted with 291 respondents with accommodation needs. They were asked to choose between pairs of listings.

The authors found that when booking accommodation online, complex discount strategies were not determinant both in selecting hotels and P2P accommodations. Positive valence rate of reviews has a higher impact on the selection of traditional hotels than P2P accommodations, while the number of online reviews has a higher impact on the selection of P2P accommodations than traditional hotels. The authors further discuss the effect of each attribute on online accommodation selection in terms of price ranges of the property listings.

The findings provide suggestions for platform operators and product/service providers to improve their marketing strategies and optimize their management efforts.

To the best of the authors’ knowledge, this is one of the first studies that investigate the role of property listings' attributes on the selections between hotels and P2P accommodations. The findings from this research study could be generalized to other online platforms and electronic commerce-related transactions.

COVID-19 affects the peer-to-peer (P2P) accommodation industry. With regard to prospect theory, individuals’ negative emotions, such as institutional distrust, are easily evoked and impede consumption intention in an environment of permeating uncertainty and risks. While existing research indicates the negative effects of institutional distrust, scant research has explored its antecedents and intervention mechanisms. This study thus aims to unveil the influencing factors and explore mitigating mechanisms of customers’ institutional distrust of P2P accommodations.

Online reviews data were used to identify the underlying critical issues. The authors developed a model to depict how institutional distrust is formed under the boundary condition of subjective norm by the results. The model was verified using a questionnaire survey. Finally, in-depth semi-structured interviews were conducted to ensure its robustness.

The external environment and internal platform effectiveness are two critical aspects affecting institutional distrust of P2P accommodations. The external environment influences institutional distrust through perceived threat, explaining the formation mechanism of customers’ institutional distrust through customers’ internal psychology. Furthermore, the authors found subjective norm moderating the effect of perceived threat on customers’ institutional distrust.

This is one of the first studies, to the best of the authors’ knowledge, to explore institutional distrust of P2P accommodations after COVID-19. The finding contributes to studies on P2P accommodation by uncovering the contingent role of subjective norm in influencing customers’ institutional distrust.

This is a pioneering study that explores the antecedents and mitigating mechanisms of institutional distrust of P2P accommodations during the new normal of COVID-19.

To better understand what inhibits people from participating in collaborative consumption, this paper aims to develop research models of users and non-users to examine the relationship between perceived risks and intentions to use peer-to-peer (P2P) accommodation. Moreover, differences of risk perceptions and behavioral intentions between P2P accommodation users and non-users were identified.

The method of convenience sampling was used to collect data. Excluding the invalid questionnaires, 520 were kept for further analysis. In this paper, SPSS and partial least squares (PLS) were used to analyze the data.

The findings highlighted the important role of perceived risks in determining tourists’ intentions to use P2P accommodation. The results showed that non-users have higher perceived risks in regards to all four risk dimensions (psychological risk, physical risk, performance risk and social risk), and they also have significantly lower behavioral intentions to use P2P accommodation than the users. For users, only the psychological risk has significant negative effects on behavioral intentions, while for non-users, both psychological and physical risks are important inhibitors.

This paper contributes to a better understanding of the antecedents that influence consumers’ participation in collaborative consumption in the P2P accommodation domain. Second, it extends the literature on perceived risk by discussing users and non-users in this market. Finally, this research provides insights into the P2P accommodation market in China, which enables online travel platforms to develop targeted marketing strategies.

为更好了解协同消费的顾客参与，本论文构建了使用者和非使用者模型来检验其感知风险和使用P2P住宿行为意向的关系。此外，本论文也试图探讨使用者和非使用者在感知风险和行为意向方面的差异。

研究样本采取方便抽样方式，共回收520份有效问卷。本论文采用SPSS和偏最小二乘法（PLS）分析数据。

研究结果凸显了感知风险对影响游客使用P2P住宿的重要作用。P2P 住宿非使用者不仅有更高的感知风险（表现在四个风险维度上：心理风险，身体风险，性能风险和社会风险），而且比使用者有更低的使用意向。对于使用者来说，只有心理风险对行为意向有显著地影响作用；对于非使用者，心理风险和身体风险都是影响行为意向的因素。

本论文对于阻碍P2P住宿的参与因素进行了深入探讨。其次，本论文通过讨论使用者和非使用者的差异拓展了感知风险相关研究。最后，本论文研究了P2P住宿业在中国的市场情况，为在线旅行平台开发目标市场策略提供了启示。

P2P 住宿，Airbnb, 感知风险，使用者和非使用者，行为意向

This study aims to understand Chinese consumers’ perceived barriers to using peer-to-peer (P2P) accommodation before and after the outbreak of COVID-19 and the negotiation strategies they applied in overcoming the barriers and enabling consumption.

A qualitative research design with 28 semi-structured interviews was used. Data were analysed by content analysis.

Five psychological barriers and four functional barriers were found to inhibit consumers from using P2P accommodation both before and after the COVID-19 outbreak. In overcoming the perceived barriers, consumers applied both behavioural negotiation strategies, including seeking information, behavioural adaptation, selective choice and seeking social support, and cognitive negotiation strategies, including cognitive adaptation and trusting agents. COVID-19 was found to serve as both a barrier and a facilitator for using P2P accommodation. A barriers–negotiation framework was developed in the context.

Theoretically, this study advances consumer resistance and perceived barriers literature by integrating negotiation and developing a barriers–negotiation framework of P2P accommodation usage. This study also offers insights for practitioners in the P2P accommodation industry.

This study showcases the role of negotiation in understanding barriers to using P2P accommodation, paving the way to extend relevant knowledge to advance consumer resistance research, which is an emerging topic in the broader management domain.

Peer-to-peer (P2P) accommodation has become increasingly popular in recent years, and hotels are facing unprecedented impacts. Attracting new consumers and retaining existing ones are critical to the success of P2P accommodation and hotels. The purpose of this paper is to examine three categories of antecedents for hotels consumers’ switching intention: push (i.e. satiation), pull (i.e. perceived value) and mooring (i.e. optimal stimulation level) factors using push–pull–mooring (PPM) model.

Airbnb was chosen as the research context. An online survey was conducted to examine the proposed research model and hypotheses. A total of 292 valid data were collected from Airbnb users through a survey.

The findings show that the three categories of factors have positive and significant effects on switching intention. Additionally, the mooring factor has a significant moderating effect on the relationship between pull factors and switching intention. Furthermore, the mooring factor affects both pull and push factors.

First, this is one of the early studies to pay attention to switching intention from hotels to P2P accommodation. Second, to provide a comprehensive understanding of consumers’ switching intention, the authors use PPM model to establish the research framework. This research improves the understanding of consumer’s switching intention by identifying the push and pull factors based on the differences between hotels and P2P accommodation in accordance with optimal stimulation level theory and consumer value theory.

Focusing on the supply side of peer-to-peer (P2P) accommodation service sector, this study identifies the emerging types of micro-enterprise operators in the growing Chinese market, and investigate their respective operational risks and coping strategies.

A qualitative study was adopted to explore the micro-enterprise in peer-to-peer accommodation in China. Twenty semi-structured interviews were conducted to explore the operators' behaviors in the service sector.

Based on the types of property ownership and forms of interaction, four groups of operators were identified, i.e. hospitable sharers, remote sharers, roommates and butlers. This study uncovers their operational risk factors (safety, cost, legal and social, psychological) and respective coping strategies.

Most prior studies on P2P accommodation sector are conducted from the demand side about customer behaviors. This study not only enhances the understanding of the hosts in the sharing economy by developing a novel typology of operators, but also provides insights into the operational behaviors on an individual operator perspective.