An Importance-Performance Matrix Analysis of the Factors Influencing US Tourists to Use Airbnb

Abstract

After 10 years of Airbnb and its significant growth, this research is conducted to identify which factors really matter to Airbnb users today. It provides an integrated approach, since it aggregates factors that other studies have considered separately. With a sample of 101 US respondents, the partial least squares structural equation modelling results evidence that the only factors that influence future intentions to use Airbnb are its unique and varied accommodations and satisfaction. Enjoyment was also found to have a positive effect on Satisfaction. The study further investigates these factors with an Importance Performance map, providing guidance for the prioritization of managerial activities of high importance for futures intentions to use Airbnb.