TRUST PERCEPTIONS IN PEER-TO-PEER ACCOMMODATION SERVICES: EXPLORING PEER TRAVELER DECISION-MAKING

• Main Author: Anugrah, Gita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/38275
• Institution: Institut Teknologi Bandung

Do you believe in what other people say? Make decision using online platforms, especially in choosing accommodation for travelling, travelers prefer to form judgments using available cues and being influenced by others’ decision. Online reviews have increasingly become a major of information that affects peer traveler’s decision-making. This research aims to develop model of peer traveler decision-making in peer-to-peer accommodation and to analyze the role of online review for exploring trust perceptions of peer traveler. This research uses a qualitative online content analysis to integrate theme derived from online reviews. The content analysis applied to a deeper understanding of online reviews that extract Airbnb data to analyze guest reviews in Superhost Bandung. The result of the study on a data sample of this research reveals value co-creation practices and potential trust perceptions according to cognitive themes that identified, such as location, room aesthetics, host attributes, room description, social interaction, overall evaluation, and repurchase intention. The findings may provide researchers and practitioners an overview of peer traveler’s decisionmaking through peer-to-peer accommodation services along with trust perception and value cocreation. Trust perceptions are defining on benevolence, ability and integrity, and value co-creation is limiting through traveler-host social practices.