Repeat Consumer Behavior on Smart P2P Tourism Platforms

Abstract

Despite the key role played by frequent consumers interacting on smart P2P (peer to peer) tourism platforms, there are hardly any studies on the explanatory variables of their frequency of use. This paper aims to understand the motivational and sociodemographic factors that bring about repeat consumers in collaborative accommodation and transport services. In order to test various assumptions, a set of logistic regressions were made where the dependent variable is the frequency of use and the independent variables are sociodemographic and motivational factors. The results suggest that many consumer attributes recognized as being typical of collaborative platforms, such as young people traveling with friends for leisure who are interested in low prices, have changed. We found that, due to the consolidation of these smart business models, the frequency of use increases with age and for those who travel for work reasons. In addition, it is worth noting the existence of a positive relationship between consumers who provide reviews on these platforms and their frequency of use.