Trust Me, I’m Agreeable: The Role of Perceived Host Personality Traits in Airbnb Booking Intention
Year: 2025
Type: article
Abstract: Purpose -This study examines the role of host personality traits in perceived host reputation, trustworthiness, and booking intention on Airbnb.Specifically, it explores the role of verbal (host description and personality) and visual cues (host photo, "Superhost" badge), grounded in the signaling theory as the theoretical setting.Methodology -A quasi-experimental study was conducted using a convenience sample of 220 respondents.Host descriptions were pretested with the Apply Magic Sauce tool, developed by the University of Cambridge, to ensure alignment with specific personality traits.The main study used an online structured questionnaire to measure hosts' perceived personality, reputation, and trustworthiness, as well as booking intention.Findings and Implications -Perceived host trustworthiness and booking intention vary significantly depending on the personality of the host, but there is no effect on perceived host reputation.Perceived agreeableness had the strongest positive effect on booking intention, followed by openness, extraversion, and con-Sažetak Svrha Ovo istraživanje ispituje ulogu percipiranih osobina ličnosti domaćina u namjeri rezervacije smještaja putem platforme Airbnb.Isto se tako istražuje utjecaj značke Superhost, broja recenzija i ocjena domaćina povezanih s reputacijom domaćina.Osim toga, procjenjuje se kako fotografija domaćina utječe na percipiranu pouzdanost i namjeru rezervacije.Metodologija Provedeno je kvazieksperimentalno istraživanje na prigodnom uzorku od 220 ispitanika.Opisi domaćina prethodno su testirani pomoću alata Apply Magic Sauce, razvijenog na Sveučilištu u Cambridgeu, kako bi se osigurala usklađenost s određenim osobinama ličnosti.Glavno je istraživanje provedeno strukturiranim online upitnikom koji je mjerio namjeru rezervacije, percipirane osobine ličnosti, reputaciju domaćina i pouzdanost.Rezultati i implikacije Percipirana ljubaznost imala je najjači utjecaj na namjeru rezervacije, a slijede je ekstraverzija, otvorenost, savjesnost te -iznenađujuće -neuroticizam koji je pokazao pozitivnu korelaciju.Reputa-
Source: Market-Tržište
Authors: Morana Fudurić, Elena Puljić, Sandra Horvat
Institutions: University of Zagreb, Ekonomski fakultet - Zagreb
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4412015739