Factors affecting Airbnb booking intention among young Malaysian travellers / Mazlina Mahdzar ... [et al.]

Airbnb, a website that matches house and apartment owners with short-term tenants, was first introduced in 2008 and quickly became the most popular online accommodation booking service. Airbnb accommodations are commonly less expensive than hotels, attracting many backpackers and independent travellers. The development of Airbnb in Malaysia has raised customers' interest in staying at Airbnb, resulting in an increasing number of patrons compared to hotel customers, especially with the advancement of technology where tourists use the internet and applications to make their Airbnb booking. The study aimed to investigate the purchase intention from the perspective of young Malaysian travellers in booking Airbnb online. This study examined the influence of perceived price, quality, trust, and risk on their intentions to book Airbnb online. Survey questionnaires were distributed via a Google Form, and 129 responses were received and analysed. Regression analysis was conducted to test and support the hypotheses derived from this study. The results showed that perceived price, quality, trust, and risk influence young travellers' purchase intentions in booking Airbnb online. Of these four factors, trust has the most significant impact on young travellers’ intentions to book Airbnb online. It is proven that perceived quality and trust are paramount in encouraging purchase intention for online services. The study provides insights to online travel operators on the factors to concentrate on improving their services to customers and assist them in boosting their sales in the future and achieving customer loyalty.