The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
Consumption Authenticity in the Accommodations Industry: The Keys to Brand Love and Brand Loyalty for Hotels and Airbnb
Open accessAbstract
Airbnb has gained popularity as an alternative to hotels, with the authenticity of the consumption experience being a critical differentiating factor. However, the hospitality and tourism literature has not fully explored how Airbnb and traditional hotel brands are facilitating authentic travel experiences and the impact of these experiences on brand love and brand loyalty. In this study, we explore three elements of consumption authenticity and examine their how they interact in the context of an accommodation brand. Second, we compare the components of consumption authenticity across hotels and Airbnb, and examine their relative impact on brand love for these two segments of the accommodations industry. We found that hotels and Airbnb draw upon different sources of authenticity to create brand-loving customers. Our results indicated that Airbnb leverages brand, existential, and intrapersonal authenticity in creating brand-loving and brand-loyal customers, while hotels utilize only brand authenticity. Thus, the keys to creating customers who love and are loyal to the brand differ between hotels and Airbnb. Implications for theory and practice are discussed, and areas of future research are identified.
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“Furthermore, customers tend to develop commitment to a platform (e.g.Airbnb) rather than service providers (e.g. a host; Lalicic and Weismayer, 2017;Mody and Hanks, 2019;Yang et al., 2017).”
From Platforms in the peer-to-peer sharing economy (2019) · cites this paper as Mody and Hanks, 2019
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“Moreover, rich and authentic experiences associated with a platform were found to contribute to creating brand love and loyalty (e.g. for Airbnb; Mody and Hanks, 2019).”
From Platforms in the peer-to-peer sharing economy (2019) · cites this paper as Mody and Hanks, 2019
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“That is, customers form post-consumption attitudes toward the platform (Mao and Lyu, 2017;So et al., 2018), including platform brand perceptions and brand personality (Lee and Kim, 2018), brand loyalty (Lalicic and Weismayer, 2017;Mody and Hanks, 2019;Yang et al., 2017) and willingness to pay a price premium (Zhang et al., 2019).”
From Platforms in the peer-to-peer sharing economy (2019) · cites this paper as Mody and Hanks, 2019
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“Thomson, MacInnis, and Whan Park (2005) found a strong positive relationship between brand love and brand loyalty across a number of diverse studies, and Back and Parks (2003) examined this relationship in the lodging industry with similar results.”
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Sorted by citations
Platforms in the peer-to-peer sharing economy
Wirtz, J., So, K. K. F., Mody, M. A., Liu, S. Q., & Chun, H. H. (2019) · Journal of Service Management · doi:10.1108/josm-11-2018-0369 · Cited by 414
Self-citation
Metadata
- Authors
- Mody, M., & Hanks, L.
- Affiliations
- Boston University (US)
- Florida State University (US)
- Corresponding author
- Mody, Makarand
- Venue
- Journal of Travel Research
- Publisher
- SAGE Publications
- Published
- 2019-02-05
- Volume
- 59
- Issue
- 1
- Pages
- 173-189
- ISSN
- 0047-2875 (ISSN-L)
- 1552-6763
- OpenAlex
- W2912747581
- Cited by
- 181
- References
- 3
- Citations by year
- 2026: 10 · 2025: 31 · 2024: 36 · 2023: 37 · 2022: 20 · 2021: 21 · 2020: 22 · 2019: 4
- FWCI
- 20.69
- Type
- journal article
- Language
- en
- Open access
- green
- hdl.handle.net
- Locations
- Journal of Travel Research (publishedVersion)
- OpenBU (Boston University) (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Tourism, Leisure and Hospitality Management › Diverse Aspects of Tourism Research
- Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
- Keywords
- brand love, brand loyalty, hotels, Airbnb, brand authenticity, existential authenticity, peer-to-peer accommodation
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- Mody, M., & Hanks, L. (2020). Consumption Authenticity in the Accommodations Industry: The Keys to Brand Love and Brand Loyalty for Hotels and Airbnb. Journal of Travel Research. https://doi.org/10.1177/0047287519826233
