Exploring the visitors' decision-making process for Airbnb and hotel accommodations using value-attitude-behavior and theory of planned behavior

Accommodation purchase decision is a complex field that makes predictions of revisit intentions hard to examine. Our work explores psychological factors motivating visitors' decision-making concerning accommodation purchases by integrating the theory planned behavior and value-attitude-behavior model. Using group multiple informants in Swiss universities, we performed partial least squares structural equation modeling assess impacts subjective norm, attitude perception quality on intention loyalty Airbnb hotel contexts. Although influence said decisions varies two contexts, results suggest norm has an indispensable role prompting towards accommodations. This paper's findings advance our understanding processes traditional hotels establishments operating sharing economy platforms.