Collaborative Consumption
Understanding Young Consumers’ Orientations Through Means-End
Chain Analysis in the Context of Airbnb
Student: Sybille Preiss
Student Number: 11087919
Date: 24 June, 2016
Education: MSc Business Administration, Marketing Track
Institution: University of Amsterdam, Faculty of Economics and Business
Supervisor: Tom Paffen
Final Version
Collaborative Consumption 1
Statement of originality This document is written by Student Sybille Preiss who declares to take full responsibility for the contents of this document.
I declare that the text and the work presented in this document is original and that no sources other than those mentioned in the text and its references have been used in creating it.
The Faculty of Economics and Business is responsible solely for the supervision of completion of the work, not for the contents.
Collaborative Consumption 2
Abstract
Collaborative consumption, which is defined as an emerging trend of renting, lending, swapping, sharing, bartering, and gifting, has been observed to be increasingly popular in recent years. While its media coverage is on the rise, the topic appears to be under-theorized in academic research at this point.
This study examines collaborative consumption from the viewpoint of young consumers in the context of the accommodation sharing platform Airbnb. Their innovation adoption behavior is argued to be influenced by the following aspects: perceived attributes of innovation, personal values, social influence and critical market forces.
In order to understand the critical market forces, a literature review is conducted by the researcher. For the other elements, the study employs the means-end chain analysis and laddering technique in order to uncover the underlying decision-relevant knowledge organized in the respondents’ minds. The discrimination between users and non-users (or adopters and non-adopters) uncovered motivational differences and allowed for a concrete explanation of their behavior. As the laddering technique involves some practice, 4 pilot interviews have been conducted. Based on those interviews, an interview guide has been developed. Afterwards, 26 in-depth interviews, including 13 interviews with users and 13 with non-users, were conducted. Users predominantly internalized a number of values, namely being broadminded, having freedom of choice, having an exciting life, and enjoying life. These values are primarily pursued in the private setting of the accommodation chosen, which offers a personal, unique, and local experience. For non-users, the value of safety represents the most impending barrier to adoption. The concerns are based on the attributes of renting from a stranger, negative Word of Mouth (WOM), and unusual booking process.
The empirical findings contribute to the recent stream of research that investigates collaborative consumption. Moreover, the results indicate various managerial implications for the design and management of sharing platforms as well as suggest directions for future research.
Keywords: Collaborative Consumption; Sharing; Accommodation Sharing; Airbnb; Means- End Chain; Laddering; Values
Table of Contents List of Abbreviations ...... i
List of Figures and Tables ...... ii
1 Introduction ...... 1 1.1 Problem Definition and Research Gap ...... 2 1.2 Research Question and Objectives ...... 3 1.3 Course of Investigation ...... 5
2 Definitions and Background of Collaborative Consumption ...... 6 2.1 Defining Collaborative Consumption ...... 6 2.2 The Rise of Collaborative Consumption ...... 8 2.2.1 Collaborative Consumption as Technological Phenomenon ...... 8 2.2.2 Collaborative Consumption as Socio-Economic Phenomenon ...... 9 2.3 Forms of Collaborative Consumption ...... 11 2.4 Spheres of Collaborative Consumption ...... 13 2.5 Innovation Adoption and Collaborative Consumption ...... 15
3 Methodological Background ...... 16 3.1 Role of Values in Theory and Practice ...... 16 3.2 Conceptualizing Values ...... 17 3.3 Means-End Chain Analysis ...... 20 3.3.1 The Underlying Means-End Model ...... 22 3.3.2 Laddering Interviews ...... 22 3.3.3 Hierarchical Value Map ...... 25
5 Methodology ...... 27 5.1 Sampling ...... 27 5.2 Data Collection ...... 28 5.3 Data Analysis ...... 30
6 Findings ...... 31 6.1 Outline Hierarchical Value Map ...... 31 6.2 Exploring Users: Mapping Motivational Drivers ...... 32 6.3 Exploring Non-Users: Mapping Barriers ...... 38
7 Discussion of Findings ...... 43
8 Conclusion ...... 48 8.1 Theoretical Implications ...... 48
Collaborative Consumption ii
8.2 Managerial Implications ...... 50 8.3 Limitations and Future Research ...... 53 8.4 Concluding Remarks ...... 56
Reference List ...... 58
Appendix 1: Interview Guide ...... 68
Appendix 2: Transcripts ...... 70
Collaborative Consumption i
List of Abbreviations
C2C – Consumer-to-Consumer B2C – Business-to-Consumer WOM – Word of Mouth
Collaborative Consumption ii
List of Figures and Tables
Figures
Figure 1. Overview of market forces ...... 8 Figure 2. Value creation spheres ...... 13 Figure 3. Outline of important aspects to be analyzed in this thesis ...... 15 Figure 4. Theoretical model of Schwartz’s value conceptualization ...... 20 Figure 5. Illustrative ladder ...... 24 Figure 6. Legend of symbols used in hierarchical value map ...... 31 Figure 7. Hierarchical value map of users ...... 37 Figure 8. Hierarchical value map of non-users ...... 42
Tables
Table 1. Forms of collaborative consumption ...... 12 Table 2. Motivational types of values ...... 19 Table 3. Attributes, consequences, and values of users ...... 32 Table 4. Attributes, consequences, and values of non-users ...... 38
Collaborative Consumption 1
1 Introduction
“We see changes in consumer behavior and we see significant opportunity as that change occurs. We want to make sure we’re at the forefront of this.“ This is a statement by General
Motors Co. President Dan Ammann after his organization expanded its core business by the car sharing service “Maven” (Welch, 2016). This quote demonstrates that consumer behavior is shifting. The concept of sharing is starting to gain popularity (Cohen & Kietzmann, 2014).
The ways in which individuals access, buy, and use products and services are changing. These new approaches towards the customer, in contrast to the traditional concept of ownership, represent wide-ranging business model innovations (Baumeister, Scherer, & Wangenheim,
2015).
In order to address these changes, new business models are developing and defining new approaches towards customers. Forms of cooperation, collectivism and community building are being refreshed into new and appealing networks, with the Internet linking individuals from all over the world (Matzler, Veider, & Kathan, 2015). These networks can be summarized under the term collaborative consumption, reintroduced in the cutting edge academic writing titled “What’s Mine is Yours” by the authors Botsman and Rogers (2011).
One of the leading sharing models is the renting out of spare accommodations, with Airbnb as the most prominent example (“All eyes on the sharing economy”, 2013). Here, individuals can offer everything from a spare bed to a whole mansion to strangers. The online platform brings together supply and demand from all around the globe.
Articles with headlines such as “Today's Smart Choice: Don't Own. Share” (Walsh, 2011) or
“Why The Collaborative Economy Is Changing Everything” (Morgan, 2014) inflate the current press and the topic also gained scholarly attention (Hellwig, Morhart, Girardin, &
Hauser, 2015). However, due to its novelty, many questions remain unsolved.
Collaborative Consumption 2
Therefore, current research calls for in-depth exploration (Möhlmann, 2015). In that regard, it is the primary aim of this paper to obtain a better and more academic sound understanding of the innovation adoption of sharing platforms.
This introductory section will continue with the problem definition and research gap followed by the research question with the corresponding objectives. This section will be finalized with the course of investigation.
1.1 Problem Definition and Research Gap
Some research has been concerned with consumer motivations to participate in collaborative consumption (Edbring et al., 2015) but uncertainties remain (Hamari, Sjöklint, & Ukkonen,
2015; Möhlmann, 2015). Most researchers limited themselves to the investigation of consumers who are already part of sharing (e.g., Bardhi & Eckhardt, 2012; Schaefers, 2013;
Möhlmann, 2015). However, to mainstream sharing it would be fundamental to create an integrative understanding why some people adopt this offering while others remain reluctant
(Piscicelli, Cooper, & Fisher, 2015). In order to generate a complete understanding of the marketplace, research needs to address the totality of possible consumers (Hellwig et al.,
2015). In addition, current research is insufficiently harmonized. Different streams of research in consumer behavior, marketing, transportation, or tourism regarding sharing evolved in isolation and need to become aligned in a more consistent way (Lamberton, 2016).
Besides, quite a large body of research tackles this topic with a quantitative approach (e.g.
Möhlmann, 2015; Tussyadiah, 2015; Lamberton & Rose, 2012). Since the trend and its features are yet not fully understood, important elements could be left out and stay undetected while others are overemphasized. Quantitative approaches are also less applicable to gain in- depth knowledge. The author Tussyadiah (2015), for instance, argues that her quantitative study neglected factors such as enjoyment or legal concerns. Furthermore, Schaefers (2013)
Collaborative Consumption 3 reasons that econometric research fails to uncover non-observable variables that influence individuals, whereas exploratory research on consumer behavior can detect hidden variables like attitudes or values that can be beneficial for research and practice. Lastly, there are few studies that concern the perspective of young consumers (Edbring et al., 2015). Despite a rising practical importance, the current body of literature is yet limited in context, scope, and theoretical richness. The next section will carefully consider these issues and will apply them towards an integrated and valuable research question with the corresponding objectives.
1.2 Research Question and Objectives
In general, understanding why consumers adopt or not a new product or service, offers crucial insights for theory and practice. However, in the field of innovation adoption, Arts, Frambach, and Bijmolt (2011) argue that “consumers who walk the talk in surveys do not always walk the walk when it comes to innovation adoption”. Keeping this in mind, this study has chosen in-depth interviews of individuals who have either adopted the innovation or have not done so in order to present argumentations that underlie actual behavior in contrast to behavioral intentions.
Therefore, this study addresses the previously mentioned issues by exploring the marketplace logics of online collaborative consumption platforms from the eyes of the consumer, using deep-rooted theory from the fields of marketing and customer behavior. So far, no one has analyzed the drivers and barriers of young consumers in collaborative consumption simultaneously, adding the means-end chain theory to increase the theoretical richness and relevance for practitioners. Consequently, this study will elaborate on the following research question: What are young consumers’ motives and underlying values to engage in or refrain from collaborative consumption, and how can research and practice alike relate these insights towards sharing systems?
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This research question is built on the hypothesis that values are the underlying drivers of customers’ decision-making process. Upon this research question, more detailed sub- questions have been developed which represent the objectives of this study. To build a strong foundation for the empirical study, the first set of questions concern what has been developed in theory so far: (1) What is collaborative consumption? (2) Which general market developments could explain the positive attitude towards sharing? (3) What forms of collaborative consumption exist in order to correctly place the current study within the overall research? Furthermore, this paper aims at contributing to the understanding of customer choice behavior by answering the following questions: (4) What are the underlying motivational structures of users to engage in collaborative consumption? (5) What are the underlying motivational structures of non-users to refuse collaborative consumption? The final question strives to provide valuable implications: (6) How can the newly derived insights be employed in practice and research?
In the following pages, these questions will be tackled by employing a qualitative approach to uncover the complexities of sharing. In particular, sharing platforms can be regarded as innovations, as they alter the way people get products or services. Therefore, this paper seeks to contribute the understanding of innovation adoption in the context of sharing.
In order to grasp the complexities of customer decision-making processes and innovation adoption behavior, the means-end chain is especially well suited (Reynolds & Gutman, 1988).
This approach aims at uncovering the motivational structures of users and non-users not only by uncovering the perceived attributes of collaborative consumption in the context of Airbnb, social influences, and personal values but also by organizing each element into an hierarchical structure.
Thus, this approach is appropriate for gaining theoretical insights and practical implications alike, which is exactly what this paper is aiming for. In order to execute the means-end chain
Collaborative Consumption 5 analysis, in-depth laddering interviews are employed to uncover deep meanings contained in the narratives of the respondents.
All in all, the central intention of this study is to give directly applicable insights.
1.3 Course of Investigation
In order to provide quality and credibility, this paper is based on articles that are dominant and accepted in the field of interest. Preferably, frequently cited academic works with emphasis on milestone studies are employed to support and validate the argumentation. This paper covers central and leading journals, especially concerning the methodological framework.
The prominent articles in the field collaborative consumption are the works of Botsman and
Rogers (2011), Belk (2010, 2014), and Bardhi and Eckhardt (2012). Concerning the means- end chain analysis, the works of Gutman (1982, 1984) as well as Reynolds and Gutman
(1984, 1988) play a guiding role. Finally, the value conceptions from Schwartz (1992, 1994) serve as a conceptual guide to support the explanations of the findings.
The remainder of the paper is organized in the following manner. First, the literature on collaborative consumption will be reviewed to shed light on the status quo in terms of present academic research on collaborative consumption. Then, the methodological background will follow to serve as a basis for the preceding methodology, which will be constructed afterwards. Next, the research findings will be organized in motivational drivers and barriers.
The study will then present the discussion followed by the implications, limitations, and avenues for future research. The concluding remarks will finalize the paper.
Collaborative Consumption 6
2 Definitions and Background of Collaborative Consumption
As collaborative consumption is a recent phenomenon, research is limited and the definition varies across the literature. This section aims at compiling the theoretical understanding in the attempt to grasp an overall understanding of the nature of sharing. It will start with general definitions followed by the key aspects behind the shift towards sharing and will end with an overview of the different forms of collaborative consumption.
2.1 Defining Collaborative Consumption
The concept of sharing is not new to us. It represents an elementary form of human behaviour.
However, it has been widely ignored in academic research and is only recently receiving academic attention (Hellwig et al., 2015). In 1978, the authors Felson and Spaeth introduced the term collaborative consumption as “events in which one or more persons consume economic goods or services in the process of engaging in joint activities with one or more others” (p. 614). They considered activities such as sharing a car ride with a close friend or relative and not between complete strangers. It can be doubted that the authors foresaw to what extent and in what context the term would receive attention today.
Many years later, Botsman and Rogers (2011) have picked up the term collaborative consumption again and the concept is currently experiencing a form of renaissance. They describe collaborative consumption as an emerging trend of renting, lending, swapping, sharing, bartering, and gifting between individuals. The phenomenon promises to facilitate social, economic, and environmental benefits. Individuals can decide to participate as peer provider, peer user, or both. The authors further claim that collaborative consumption is
“reinventing not only what we consume but how we consume” (p. xvi). Moreover, it offers an appealing alternative to ownership and traditional forms of consumption (Hamari et al.,
2015).
Collaborative Consumption 7
Currently, there are large variations across theoretical research as to whether monetary transactions are an essential part of collaborative consumption or not (Hamari et al., 2015;
Belk, 2014; Botsman & Rogers, 2011). For instance, Belk (2014) elaborated on the definition of Botsman and Rogers (2011) by excluding activities that do not involve any compensation.
The current theory employs diverse terms that refer to collaborative consumption or related concepts (Botsman, 2015). Most commonly, the terms collaborative consumption (Botsman
& Rogers, 2011), sharing (Belk, 2010), and sharing economy (Hamari et al., 2015) are used interchangeably in the literature. Moreover, related but more explicit terms have been developed in the course of research such as access-based consumption (Bardhi & Eckhardt,
2012) and peer-to-peer renting (Philip, Ozanne, & Ballantine, 2015).
Predominantly, the authors Bardhi and Eckhardt (2012) clearly distinguish access-based consumption from sharing and ownership. They define access-based consumption as market transactions in which individuals attain the benefits of using a product. However, no transfer of ownership or joint ownership takes place. Furthermore, the authors propose that this concept of consumption underlies the following dimensions: temporality, anonymity, market mediation, consumer involvement, type of accessed object, and political consumerism. Philip et al. (2015) discuss in their article the concept peer-to-peer renting. They describe this as a sub category of collaborative consumption. The particular form allows private people to
“engage in the temporary disposition and acquisition of everyday items with peers via an online rental network” (p. 1310).
All in all, academic researchers utilized different terms while investigating sharing. This study will use the terms collaborative consumption and sharing interchangeably. Further, it will stick the definition of Botsman & Rogers (2011).
Collaborative Consumption 8
2.2 The Rise of Collaborative Consumption
This section refers to the changes in the market that are relevant when one aims at explaining the phenomena of collaborative consumption (see Figure 1).
Technological Collaborative Socioeconomic factors Consumption factors
Figure 1. Overview of market forces
2.2.1 Collaborative Consumption as Technological Phenomenon
Preeminent literature widely suggests that collaborative consumption is largely based on the rise of the Internet. It has added a renewed meaning to the term sharing. In other words, the new popularity of sharing is somewhat a product of the Internet, and in particular the growth of Web 2.0 (Belk, 2014; Matzler et al., 2015; Hamari et al., 2015; Botsman & Rogers, 2011).
The development goes alongside with the rapid technological advances in online platforms.
These platforms simplify the communication between strangers because they represent the essential coordination providers of sharing services (Hamari et al., 2015). These platforms facilitate services that do not necessitate the individual to actually visit an organization in person (Walker, Craig-Lees, Hecker, & Francis, 2002). Thus, the Internet facilitates access to online platforms and development of online communities for minor transaction costs
(Möhlmann, 2015; Harvey, Smith, & Golightly, 2014).
Social networks further promote the growth of online communities. They encourage individuals who are willing to share their belongings to connect with peers (Matzler et al.,
2015). Numerous online platforms exist today where people can share their possessions, talent, or knowledge with strangers. Compared to traditional sharing between friends and
Collaborative Consumption 9 family, the scope has increased to potentially everyone who is willing to participate in the sharing community. Hamari et al. (2015) refer to the emergence of the commercial sharing as a technological phenomenon.
As a conclusion, the advances in online technologies enable sharing, and online communities are the coordination centres that add social dynamics to platforms. Sharing represents a communal act as it generates a feeling of solidarity and attachment between individuals in online networks (Belk, 2010).
2.2.2 Collaborative Consumption as Socio-Economic Phenomenon
The term socio-economic combines social and economic factors. A large number of researchers additionally recognized the financial crisis in 2008 as an important trigger to new modes of consumption and some researchers even position the financial crisis as the starting point of collaborative consumption (e.g., Botsman & Rogers, 2011; Bardhi & Eckhardt, 2012;
Albinsson & Perera, 2012). For example, the authors Bardhi and Eckhardt (2012) argue that the rise in popularity of access-based consumption goes along with the global economic crisis.
The crisis forced many individuals to reconsider their spending behavior. Former values and the concept of ownership have received a fresh thought.
Apart from the technological and economical aspects, many researchers suggest that the growth of collaborative consumption has been affected by changes in the society. Over the past years, consumption attitudes have shifted and consumers are increasingly concerned with the impact of their actions on the community and environment (Hamari et al., 2015;
Albinsson & Perera, 2012; Pepper, Jackson, & Uzzell, 2009; McDonagh & Prothero, 2014).
In this context, the authors Honkanen, Verplanken and Olsen (2006) argue that is interesting for research to understand the changes in individuals’ ethical beliefs. Consumer are paying increased attention to the topic sustainability and are aware of topics such as climate change, industrial pollution, and resource depletion within politics, businesses, and individuals. This
Collaborative Consumption 10 encouraged companies to reconsider their ecological footprint and other business practices
(Albinson & Perera, 2012). Likewise, the growing awareness motivated theoretical research to study sustainability. Right now, the theory of sustainability is manifold. Lubin and Esty
(2010) termed sustainability as a business megatrend reshaping all different kinds of businesses.
In addition, an increasing proportion of the population is experiencing limited space due to population density and urbanization. This opens new business opportunities for mobility systems. One prominent example is car sharing. Individuals that participate in car sharing realize the benefits of driving a car without actual obligations linked to car ownership (Bardhi
& Eckhardt, 2012). Car sharing lowers the consumption of resources for new cars.
Furthermore, the already limited space in metropolises is not further diminished (Firnkorn &
Müller, 2012).
Finally, many individuals pay critical attention to the consequences of overconsumption such as resource depletion and environmental degradation (Sheth, Sethia, & Srinivas, 2010). These concerns are reflected in the behavioral attitude of anti-consumption. This term characterizes an emerging phenomenon in consumer culture. Cherrier (2009) argues that anti-consumption is an individual identity based on a specific social position, empowerment, and vision of society. In this context, sharing is a form of anti-consumption (Ozanne & Ballantine, 2010).
Consumers that hold anti-consumption or sustainable consumption attitudes can decrease their overall consumption through the participation in sharing networks.
All in all, the current developments have a positive impact on the adaption of collaborative consumption in the society.
Collaborative Consumption 11
2.3 Forms of Collaborative Consumption
Some forms of sharing have experienced massive growth and gained popularity in research while others are still in the early beginnings (Botsman & Rogers, 2011). However, the different forms of collaborative consumption are often confused in literature and media
(Botsman, 2015). In order to provide some clarity, different research streams in collaborative consumption will be organized in the following.
The authors Botsman and Rogers (2011) argue that each form of sharing varies in scale, maturity, and purpose. However, they identified fundamental patterns through which they distinguish three systems of collaborative consumption:
! Product service systems: Peers can rent products as “services” rather than buy them. This concept is particularly appealing because users can share underutilized resources with peers who currently need them. ! Redistribution markets: Instead of renting or lending, a transfer of ownership takes place, either in the form of swopping, gifting, or selling for cash. ! Collaborative lifestyles: Instead of products, peers exchange less tangible goods such as time, space, knowledge, or cash.
In this context, gifting can be considered as a special case of collaborative consumption. It might create a feeling of reciprocity because compared to common market trades the exchange is never balanced (Belk, 2010). Thus, one individual remains in debt of the other one. The unique feature of gifting is therefore that in such online communities one individual gives and the other one receives without giving anything in return (Krush, Pennington,
Fowler, & Mittelstaedt, 2015).
In a different study, Hamari et al. (2015) mapped various collaborative consumption platforms. Their research suggests two main categories of collaborative consumption: access over ownership such as renting and lending and transfer of ownership such as swapping, donating, and reselling. Furthermore, they indicate that access over renting within the
Collaborative Consumption 12 category access over ownership represents the most frequent choice of collaborative consumption. Moreover, a platform can be allocated to more than one category. This is the case if the platform allows for different trading activities.
The trend of sharing first originated from consumer-to-consumer (C2C) networks. However, the concept of sharing has not stayed undetected by large organizations and business-to- consumer (B2C) networks are now developing as well. One prominent example is commercial car sharing. The empirical study of the author Möhlmann (2015) clearly distinguished between C2C and B2C networks. The author argues that while many similarities among different collaborative consumption platforms exist, it is also valuable to consider contextual differences. For example, individuals’ trust towards an online platform might vary across different collaborative consumption platforms.
In conclusion, in order to better understand how sharing is perceived by the consumer, uncovering similarities among different forms of sharing might be beneficial for academic research (Lamberton, 2016). However, research should also account for contextual differences so that unique information will not get lost. In Table 1 an overview of the present forms of collaborative consumption is given.
Table 1
Forms of collaborative consumption
Category Mode of exchange Trading activity Example platform
P2P Renting Getaround.com Product service Access over ownership C2P Renting Zipcar.com systems Lending Streetbank.com Swapping Swapstyle.com Redistribution Transfer of ownership Gifting Freegive.co.uk markets Reselling Ebay.com Collaborative Access over less Renting Airbnb.com lifestyle tangible assets Lending Couchsurfing.com Note: Own elaboration based on Hamari et al. (2015, p. 3) and Botsman & Rogers (2011)
Collaborative Consumption 13
2.4 Spheres of Collaborative Consumption
In their research, Lovelock and Gummesson (2004) state that marketing exchanges can be distinguished into two broad categories: those that involve transfer of ownership and those that do not. Thus, they argue that traditional services show parallels to the newer forms of access and rental. They argue that the rental of or access to goods as well as time, labor, or space represent a form of service. In the context of service management, Grönroos and Voima
(2013) offer a valuable paradigm concerning the value of services. They differentiate different spheres in order to depict that value is not only a product of the provider but that it is also dependent on the consumers. Based on their framework displayed in Figure 2, their theory is applied to the context of sharing.
Provider sphere Joint sphere Customer sphere = Potential value = Real value = Real value
Figure 2. Value creation spheres Note: Adapted from Grönroos & Voima (2013, p. 141)
The provider sphere describes the output, meaning the product or service that is provided to the customer through the particular sharing platform. Traditionally, the role of the provider has been emphasized, meaning that the characteristics of the offering have been stressed as important. Within the joint sphere, there is interaction between the provider and customer.
The customer can take the role of co-creator. However, this sphere is not necessarily part of
Collaborative Consumption 14 every collaborative consumption system. The last sphere, namely the customer sphere, describes how customers actually use and integrate the output based on their specific needs.
And this sphere is proposed to be independent from the provider (Grönroos & Voima, 2013).
Thus, it is important to consider that customers differ in their individual goals, which define how they perceive a certain service. In conclusion, the value of a certain service offering depends on the customers’ interpretations and interactions.
Against this background, the following takes a customer-grounded view. Therefore, rather than focusing on the shared offering or value proposition that is defined by the sharing platform, namely the potential value, the perspective of real value is taken. This means that value is argued to be a function of the customer experience and logic (Grönroos & Voima,
2013).
A well-established method to uncover how people make sense of products or services according to their own personal values is the means-end chain theory (Reynolds & Gutman,
1988). This approach uncovers information that is based on the consumers’ interpretation of products in relation to their own personal values (Reynolds, Gengler, & Howard, 1995).
However, this approach not only allows for revealing values, but also reinforces insights into full meaning structures of customers (Botschen & Hemetsberger, 1998). In order to generate in-depth understanding, this approach will be discussed in detail in the next chapter. Thus, different theories, particularly from consumer behavior and marketing research, will be integrated into the topic of collaborative consumption. So far, this integration has been insufficient (Lamberton, 2016).
Collaborative Consumption 15
2.5 Innovation Adoption and Collaborative Consumption
As it has been already mentioned, sharing platforms can be regarded as innovations, as they modify the way people get products or services.
In general, Kim and Park (2011) argue that next to the basic characteristics of the offering, also personal characteristics as well as social influences represent crucial factors when it comes to the decision to experiencing an innovation or not. Putting customers in the center of attention, not the actual but the perceived attributes of the innovation are measured, following the argumentation of Rogers (1995). Again, this also reflects the goal to depict the real value.
In addition to that, the previous literature review revealed that technological and socio- economic factors are widely claimed to explain to some extend the adoption of collaborative consumption platforms (e.g., Botsman & Rogers, 2011; Belk, 2014; Bardhi & Eckhardt,
2012).
As a result, the following elements which are displayed in Figure 3 will be carefully considered throughout this research because they are likely to influence the innovation adoption behavior of consumers in collaborative consumption:
Perceived attributes of the innovation
Personal values Consumer orientation/innovation adoption behavior Social influence
Critical market forces
Figure 3. Outline of important aspects to be analyzed in this thesis Note: Own elaboration based on Kim and Park (2011, p. 1191) which has been modified in regard to Botsman & Rogers (2011), Belk (2014), and Bardhi & Eckhardt (2012)
Collaborative Consumption 16
3 Methodological Background
This section will introduce the essential theory for the subsequent methodology and empirical study. It will start with a general discussion about the role of values in theory and practice.
Then, the term value will be conceptualized. Finally, a systematic presentation of the means- end theory will be given.
3.1 Role of Values in Theory and Practice
Various practitioners and academic researchers have been showing interest in how values influence the individual decision-making (Allen, 2001; Gallarza & Saura, 2006; Lages, &
Fernandes, 2005). Academic theory as well as business press emphasize that the concept of value is useful for business practice (Flint, Woodruff, & Gardial, 2002). Marketing practitioners consider values as critical indicators of consumers’ decision-making (Muller,
1991). It is said that values influence all types of decisions. They drive individuals towards specific behavior and explain why they buy or not buy (Sheth, Newmann, & Gross, 1991). In other words, individuals strive to satisfy their individual values and act accordingly (Vinson,
Scott, & Lamont, 1977). Knowledge about consumers’ values increases the key understanding of researchers when they analyze consumer behavior. Marketing scholars widely agree that values explain consumers’ lifestyles and consumption activities (Muller, 1991). Therefore, values help to build a deeper understanding of customer behavior because individuals convert what they feel into what they buy or not buy (Doran, 2009).
Values define what kind of product attributes a person will seek in a product. Promising avenues to apply the knowledge of consumers’ value structures are market analysis, market segmentation, product planning, and promotional strategy (Vinson et al., 1977). Value concepts have proven to be a useful instrument for the development marketing strategies.
They represent a principal management tool for creating and implementing strategies that aim
Collaborative Consumption 17 at delivering appropriate values to consumers. In particular, Woodruff (1997) argues that practitioners that incorporate values go beyond “attribute-based key buying criteria” (p. 143).
The author claims that values drive decisions and influence how consumers will act in the marketplace.
In sum, the better the researchers or practitioners understand personal values which are involved in the decision-making process, the better they can influence consumers’ future purchasing decisions (Lages & Fernandes, 2005). In other words, managers can adapt sharing systems such that they fulfill customer expectations in a more convincing way.
In order to attain the benefits from value concepts, it is essential to examine the various value concepts. This will be discussed in the following.
3.2 Conceptualizing Values
The underlying conceptual approach to consumer values is complex and broad as well as entails different definitions (Gallarza & Saura, 2006). In general, the term value is employed in diverse contexts (Woodruff, 1997).
The author Zeithaml (1988, p. 14) specifies the term value from the perspective of the customer in terms of perceived value and defines it as “the consumer's overall assessment of the utility of a product based on perceptions of what is received and what is given”. This quote reflects a widely cited definition of customer value. It takes a different viewpoint and distances itself from value definitions that simply indicate that values only represent a certain price-quality tradeoff (Oh, 2000). Moreover, the size of the value is determined by the customer and not by the seller. In a different stream of research, Woodruff (1997) specifies the concept of customer value and argues that it “is a customer's perceived preference for and evaluation of those product attributes, attribute performances, and consequences arising from use that facilitate (or block) achieving the customer's goals and purposes in use situations” (p.
Collaborative Consumption 18
142). The term customer value demonstrates subjective perceptions and not objective concepts.
In conclusion, next the concept of the real value, a wide range of other terms and definitions of value exist in the academic theory.
The concept of value plays a central role in the means-end chain theory. In this context,
Rockeach (1972) established a value system consisting of 18 instrumental and 18 terminal values. He proposed that customers are concerned to achieve desired values, when making certain decisions. Some of the later means-end chain literature has been inspired by his terminology. Upon the work of Rokeach’s value system, Schwartz (1992, 1994) developed a different value theory. The author questioned the significance of the distinction between terminal and instrumental values (1994). Up until now, Schwartz’s work has been applied and validated by many researchers. Thus, this study will integrate Schwartz’s value concept
(1992, 1994).
Throughout a far-reaching series of studies, Schwartz identified ten general value types: power, achievement, hedonism, stimulation, self-direction, universalism, benevolence, tradition, conformity, and security.
In order to give an overview, this value types are displayed in Table 2.
Collaborative Consumption 19
Table 2
Motivational types of values Broad value Defining goal Example set of value items Independent thought and action - choosing, Creativity, freedom, choosing Self-direction creating, exploring own goals, curious, independent A varied life, an exciting life, Stimulation Excitement, novelty, and challenge in life daring Pleasure, enjoying life, self- Hedonism Pleasure or sensuous gratification for oneself indulgent Personal success through demonstrating Ambitious, successful, capable, Achievement competence according to social standards influential Social status and prestige, control or dominance Power Authority, wealth, social power over people and resources Social order, family security, Safety, harmony, and stability of society, of Security national security, clean, relationships, and of self reciprocation of favors Restraint of actions, inclinations, and impulses Obedient, self-discipline, Conformity likely to upset or harm others and violate social politeness, honoring parents and expectations or norms elders Respect, commitment, and acceptance of the Respect for tradition, humble, Tradition customs and ideas that one's culture or religion devout, accepting my portion in provides life Preserving and enhancing the welfare of those Helpful, honest, forgiving, Benevolence with whom one is in frequent personal contact responsible, loyal, true (the ‘in-group’) friendship, mature love Broadminded, social justice, Understanding, appreciation, tolerance, and equality, world at peace, world Universalism protection for the welfare of all people and for of beauty, unity with nature, nature wisdom, protecting the environment Note: Adapted from Schwartz (2012, pp. 3-4)
Moreover, Schwartz arranged values in a two-dimensional structure (1992, 1994). The structure is organized along two axes. The first axis describes self-enhancement versus self- transcendence. The second axis organizes openness to change versus conservation. Therefore, it is important where values are located in respect to others. In order to be more precise, values located next to each other are complementary, whereas values located 180 degrees from one another are pronounced as competing (see Figure 4).
Collaborative Consumption 20
Self -Transcendence
Self-Direction
Openness to Change Universalism
Stimulation Benevolence
Hedonism Conformity Tradition
Achievement Security
Power Conservation
Self -Enhancement
Figure 4. Theoretical model of Schwartz’s value conceptualization Note: Adapted from Schwartz (1992, p. 14; 1994, p. 24)
3.3 Means-End Chain Analysis
While it is already beneficial for research to determine values, Kamakura and Novak (1992) argue that for values to become truly valuable in practice as well, they need to be enriched with additional information. The authors suggest the means-end analysis as it aligns values with product attributes or benefits. Particularly in consumer and marketing research, this model has become an accepted approach (Grunert & Grunert, 1995). It combines knowledge from the areas of marketing, psychology, and consumer research. The means-end model
Collaborative Consumption 21 implies that consumers’ buying behavior is influenced by how they cognitively relate a product or service to themselves (Mort & Rose, 2004). Thus, this approach enables theory and practice alike to uncover how concrete product attributes are internalized by consumers. In other words, it aims at revealing the personally involving meaning and relevance of products or services for customers (Reynolds et al., 1995).
Consequently, research seeks with this model to uncover how customers’ choices of a service or product, the means, enable them to reach a desired end state, the end. In other words, this model unrolls how a product or service facilitates consumers to achieve preferred end states
(Gutman, 1982) and ultimately represents a structured map of consumers’ product knowledge
(Reynolds et al., 1995). Therefore, in order to establish a psychological relationship between a product or service and the consumer’s self; managers benefit from knowing the values of their target customers and how they are related to the product attributes (Walker & Olson, 1991;
Reynolds et al., 1995).
In order to point the purpose of the means-end model out, the author Gutman (1982) provides an illustrative example. A customer articulates that a certain piece of clothing has been chosen in order to “look well-dressed”. However, this criterion does not reveal why the respondent desires to look well-dressed. With a means-end analysis, it can be exposed why the consumer chose to look in such a way. In general, consumers can be driven by diverse motivations. For instance, the underlying purpose could be to look attractive, neat, trendy, or successful.
Therefore, it is beneficial for the planning and designing of a product or service offering to gain deep insights into consumers’ motivations in order to communicate the offering to target consumers in an appealing manner (Vriens & Hofstede, 2000). As a result, by applying the means-end analysis the researcher does not only uncover relevant decision criteria, but also reveals why these criteria are important for the specific decision maker (Olson & Reynolds,
2001).
Collaborative Consumption 22
3.3.1 The Underlying Means-End Model
The means-end model represents the individual translations of attributes into consequences and values (Reynolds & Gutman, 1984). The linkages between the different elements of the chain can be described as mental connections (Reynolds et al., 1995). The attributes are connected to the features of a certain product or service and represent the means. The values and consequences represent the desired end which is the underlying motive that customers seek to satisfy by consuming the product or service. The linkages or associations are placed in a hierarchical order within the chain and the means-end chain model incorporates different levels of abstraction. The chain starts with the most concrete concepts or levels and ends with most abstract ones. In other words, the chain starts with physical properties of a product and ends with personal values (Reynolds & Gutman, 1984). Conceptualizing these elements into different levels of abstraction is necessary in order to organize customers’ decision-making structures (Reynolds & Gutman, 1984). The following represents a simple means-end chain
(Olson & Reynolds, 2001):
Attributes ! Consequences ! Values
Some researchers extended this simple chain to a four-level model (Olson & Reynolds, 2001).
Thereby, theory distinguishes between functional consequences and psychosocial consequences. These two types vary in their level of concreteness and abstractness.
Functional consequences are rather concrete, whereas psychosocial consequences can be positioned as more abstract on the hierarchy continuum (Reynolds et al., 1995).
3.3.2 Laddering Interviews
In order to uncover the hierarchical value chains, the laddering technique describes the most common method (Botschen & Hemetsberger, 1998). Laddering describes an interviewing technique and such interviews are performed in a one-to-one setting and represent in-depth discussions. Laddering is further considered as a semi-structured interviewing method. It has
Collaborative Consumption 23 a definite structure with standard probing questions. This setting allows the respondents to answer freely. During the interview, the researcher aims at discovering the attributes associated with a certain product or service. Next, the researcher wants to understand how the interviewee translates the mentioned attributes into meaningful associations with regard to the self (Reynolds & Gutman, 1988). To achieve this goal, probing questions such as “why is that important to you” are typically employed to move beyond attributes and functional consequences. Therefore, certain questions are employed to elicit the different elements
(Reynolds & Gutman, 1988).
Furthermore, elements are sequentially elicited in order to place the attributes, consequences, and values during the interview in a hierarchical order. Starting with a particular attribute, the interviewer directs the respondent to reveal why a certain attribute is valued and thus personally involving. Therefore, the interviewer needs to motivate the respondent during the laddering interview to critically reflect linkages between the different levels of abstraction.
Each answer serves as a starting point for the next question. Accordingly, the researcher moves up the ladders of the means-end chain until the respective value is uncovered. Then, the researcher begins to discuss a different attribute and the probing starts all over again.
More to the point, laddering interviews take a motivational perspective as they ask respondents to reveal personal motivations (Reynolds & Gutman, 1988). The process ends when the interview saturated such that the respondent does not express any new information.
Saturation indicates that the means-end model of the specific participant is completed.
In order to depict a typical ladder, Figure 5 has been developed.
Collaborative Consumption 24
“It is good for your personal freedom. [...] Different choices are Freedom of choice Value really good, because you are free to decide what you are doing.
“I have more money to do some More money available for other activities stuff.”
“I save money over Airbnb” Save money Consequences
“Hotels are more expensive.” Spend less than for hotel
“It is cheaper.” Reasonable Price Attribute Figure 5. Illustrative ladder Note: The first column shows quotes that refer to the interview respondent A (see Appendix 2). The second column shows the corresponding ladders labeled by the researcher. The last column depicts the corresponding type of ladder.
Current theory classified different elicitation techniques. There are two general types of laddering. First, soft laddering describes a technique which allows for fluent speech of the respondent. The interviewer does not restrict the respondent and creates the ladders after the conversation. In contrast, hard laddering produces ladders in a sequential manner.
Accordingly, answers are elicited one by one, moving strictly from concrete to abstract levels.
This technique involves no personal interviews (Grunert, Beckmann, & Sørensen, 2001;
Grunert & Grunert, 1995; Phillips & Reynolds, 2009). The data is collected through self- administered questionnaires as either paper-and-pencil version (e.g., Botschen &
Hemetsberger, 1998) or on the computer. The choice between both involves a tradeoff. Soft laddering increases the richness of information and includes precious insights, whereas hard
Collaborative Consumption 25 laddering avoids interviewer bias as well as inconsistences during the interview and it is more cost efficient (Grunert & Grunert, 1995; Gengler & Reynolds, 1995).
Lastly, triadic sorting and free elicitation represent two different interview styles. The authors
Reynolds and Gutman (1988) denote that triadic sorting involves three types of products or services during the laddering interview. Comparing the product or service of interest with two other types aims at eliciting differences and creating a wide-ranging discussion with the interviewee. This technique facilitates that the respondent thinks more extensively and elicits more responses. In contrast, free elicitation would mean that only the product or service at hand would be discussed during the interview.
3.3.3 Hierarchical Value Map
The hierarchical value map represents a visual representation of the aggregated ladders established during the interviews (Reynolds & Gutman, 1984). In order to reduce the complexity, the researcher can introduce a cutoff level. To examine a value map, one might start at the bottom (attributes) and trace the path up to the top (values). Chains starting with different attributes can feed into the same value. Each path represents a so-called perceptual segment (Reynolds & Gutman, 1984; Walker & Olson, 1991).
Collaborative Consumption 26
4 Study Context
This study limited its scope to the accommodation sharing platform Airbnb. The platform refers to the category collaborative lifestyle (see Table 1). It is an exemplar online platform where the workings of collaborative consumption can be examined. The choice of context has certain implications for the study. The study can benefit from academic research in tourism in order to enrich current knowledge. Over the past years, researchers in tourism have been increasingly attracted to value conceptions (Gallarza & Saura, 2006). It is proposed that values determine a traveller’s choice of accommodation. Accordingly, Muller (1991) argues that individuals evaluate travel alternatives according to their inherent values which are reflected in the attributes of offerings. In addition, Airbnb itself attracted some researchers in the field of tourism (e.g., Tussyadiah, 2015; Guttentag, 2015).
In 2008, the website www.airbnb.com was born. The online platform allows peers to book or rent out space. The website is modern and simply designed. In order to use the service, potential guests are required to create a profile. Hosts provide information about their space through pictures and descriptions. Guests can communicate easily with hosts through the website’s technological infrastructure. The website also administers payments online.
According to the website, Airbnb has already offered over 60,000,000 guests an accommodation in over 34,000 cities and 191 countries (Airbnb, n.d.).
Trust is in this context an especially important aspect. In order to build trust, a review mechanism is available (Guttentag, 2015). The authors Botsman and Rogers (2011) argue that space sharing has existed in small villages on a face-to-face base in the early days. However, the Internet is reviving this activity and broadening the scale to basically everyone around the globe. Internet technologies are rebuilding communities and enabling people to connect with each other. The online platform Airbnb can be described as a product of these developments.
Collaborative Consumption 27
5 Methodology
This research utilized a qualitative and exploratory approach to gain thorough knowledge of the underlying issue. The methodology was selected because it facilitates a deep and rich understanding of the topic and allows for flexibility (Yin, 2013). The authors Braun and
Clarke (2013) argue that qualitative research enables (1) getting people’s own framing rather than having items pre-framed, (2) attaining a deeper and multi-faceted understanding of phenomena, and (3) extending the scope of information as unexpected results could arise that might have been lost while using quantitative methods. In the following, the sampling, data analysis, and data collection will be explained in detail.
5.1 Sampling
The respondents were carefully selected, as they had to fulfill certain criteria. Thus, they were identified using purposive sampling (Saunders & Lewis, 2012) as this type of sampling allows the researcher to handpick the respondents. The sample was stratified in a manner consistent with control criteria regarding specific demographics and characteristics. First, the participants were selected according to their age. As has been already mentioned, there is little research about young consumers in the context of collaborative consumption (Edbring et al.,
2015). At the same time, young consumers make up a large proportion of the overall business and are very active with a significant impact on the market (Noble, Haytko, & Phillips, 2009).
In addition, forming a group of similar age is likely to decrease the number of diverse elements mentioned by the respondents during the interviews (Grunert et al., 2001). In other words, the interview data is likely to saturate earlier as if a broader age group would have been considered. As this research pursues to give a precise presentation of consumers’ decision making but is limited in resources, this certain decision of sampling helps to meet the high demand for quality while requiring less resources. In order to meet a further criterion, the respondents had to be familiar with the online platform Airbnb.
Collaborative Consumption 28
Next, the sample was composed of users and non-users. Respondents who booked a room through Airbnb within the last year were defined as users, and respondents were classified as non-users when they had considered the platform Airbnb but decided to book through a traditional travel agency.
All in all, the configuration of the sample was grounded by an extended literature review concerning previous means-end chain studies. The resulting sample of 30 respondents
(including respondents from pilot interviews) was between the ages 19 and 30, mixed genders, and multi-cultural. Additionally, the respondents were either current university students, young professionals with academic background, or employees without any university degree.
A full description of the respondents can be found in Appendix 2.
5.2 Data Collection
Prior to the interview, the qualified respondents were informed about what to expect during the meeting. They were advised to allow twenty-five minutes for the interview. The researcher also granted them anonymity in the thesis. The semi-structured interviews were conducted either in person or through Skype. The interview process followed the soft laddering technique and employed triadic sorting. In conclusion, the process strictly adhered to the previously established methodology.
The first four interviews were set up as pilot interviews. These interviews had the purpose of uncovering what types of questions will be answerable by the respondents as well as helped to overcome insecurities and inconsistencies of the interviewer while conducting interview
(Reynolds, Dethloff, & Westberg, 2001). Moreover, clear guidelines for laddering interviews were missing. In addition, laddering interviews are generally limited to a certain set of questions; however, the interviewer cannot pre-build a chronologically ordered interview
Collaborative Consumption 29 guide because each question depends on the preceding response. Therefore, related literature suggests that an experienced interviewer should conduct the interview (Veludo-de-Oliveira,
Ikeda, & Campomar, 2006).
The resulting pilot interviews increased the comfort of interviewer with this technique and offered additional insights. First, the respondents were not familiar to the laddering technique and struggled at first with the question “Why is that important for you?”. However, starting with more general questions helped to create an open atmosphere compared to starting right away with the study context. Therefore, the first questions asked about travelling in general.
Interviewees developed a narrative style that they mostly kept in the later stages of the interview. The introduction also made the respondents reflect on what travelling means for them and encouraged them to add their personal interpretations to the answers. Instead of asking continuously “Why is that important for you?” or “What are the consequences?” the participants felt especially confident to answer the question “Could you elaborate on this?”.
Afterwards, the researcher created an interview guide based on the pilot interviews (see
Appendix 1).
The subsequent 26 interviews followed the interview guide. At the start of each interview, the researcher briefly introduced herself and the research topic. Additionally, all participants agreed to tape recording of the interview. Afterwards, the interviewees were requested to give a brief introduction about themselves. Then, the interviewees were asked about their previous travel experience and how important travelling is to them. After all these points have been covered, the actual laddering interview started.
It is suggested in the literature that the researcher has collected enough data when a point of saturation is reached (Schaefers, 2013). Saturation implies that the collected data is of adequate depth and additional interviews could only yield marginal information (Glaser &
Strauss, 1967). Thus, 13 interviews had been conducted with users and 13 with non-users.
Collaborative Consumption 30
5.3 Data Analysis
All interviews are recorded and transcribed. The transcribing procedure required several weeks before the actual analysis and coding of the interviews took place. Initially, the two sets of respondents, users and non-users, were analyzed and reported separately. After the analysis of both was completed, the groups were compared in regard of the most striking findings.
The analysis process was set up as follows: The researcher started the analysis with the identification the diverse of aspects mentioned by the respondents. Then, each element was related to its specific level on the means-end chain. Similar aspects on the same level of abstraction were combined to decrease the number of chains and create a more comprehensive matrix. The procedure represented an iterative approach. In the end, two hierarchical value maps have been created concerning users and non-users respectively.
To guarantee reliability during the coding process of the empirical study, one person alone performed the coding. Also each interview was conducted in an equal manner, which was insured by the interview guide. In terms of validity, the findings were compared with contradictory and similar literature during the discussion (Braun & Clarke, 2013). In summary, this study represents an exploratory investigation and is appropriate for gaining insights into areas for which little empirical evidence exists. However, this study does not offer any quantitative conclusions about the overall population due to the small size of the sample.
Collaborative Consumption 31
6 Findings
In the following, the main results of the interviews will be depicted in detail. First, specific information concerning the structure of the hierarchical value map will be provided in order to allow the reader to retrace the findings. Afterwards, the results for both groups of respondents will be presented.
6.1 Outline Hierarchical Value Map
During the analysis of the various elements from the laddering interviews, a legend of symbols has been established for the hierarchical value maps (see Figure 6). This specification of the different elements supports the visualization of the results. Moreover, a cutoff level of 3 has been introduced to reduce the complexity of the maps. Therefore, each element that has been mentioned less than three times has been excluded from the outset.
Value Associated 12 times and more
Value Associated up to 6-11 times
Value Associated up to 5 times
Consequence
Attribute
Associated 6 times and more Associated up to 5 times
Figure 6. Legend of symbols used in hierarchical value map
Collaborative Consumption 32
The researcher defined the attributes and consequences merely in regard to the narratives of the interviewees. Whereas, most of the terms that were used to label values followed Schwartz’s terminology (see Table 2). The value of economy is related to the consequence of saving money; and it addresses the ability of individuals to reduce their travelling expenses. Thus, individuals that internalized this value like the idea of reduced spending. Lastly, the value of society describes a feeling of responsibility towards society and the care for others.
6.2 Exploring Users: Mapping Motivational Drivers
The results of the interviews suggest that the following six attributes are particularly relevant when it comes to the decision to book a room through the accommodation sharing platform
Airbnb: great variety of offers, central location, reasonable price, private setting, positive
WOM, and professional website. The values addressed by the attributes are freedom of choice, economy, broadminded, exciting life, enjoying life, curiosity, and safety. A full overview is given in Table 3.
Table 3
Attributes, consequences, and values of users Attributes Consequences Values A1 Great variety of offers C1 Important places are close V1 Freedom of choice A2 Central location C2 Flexibility V2 Economy A3 Reasonable price C3 More money available for other activities V3 Broadminded A4 Private setting C4 Save money V4 Exciting life A5 Positive WOM C5 Opportunity to prepare food in kitchen V5 Enjoying life A6 Professional website C6 Personal and individual furnishings V6 Safety C7 Not busy with other tourists V7 Curiosity C8 Social interaction with locals C9 Unique insights into other peoples’ lives C11 Learn more about local culture C12 No standardized holiday C13 Feel-good atmosphere C14 Get insider tips C15 Visit special places C16 Simple and personalized booking process C17 See host profiles with ratings/pictures C18 Overcome skepticism C19 Feeling comfortable to book room
Collaborative Consumption 33
First of all, a number of respondents indicated that they value the variety of offers on the website. They reasoned that the large selection of accommodations enables them to find a room with the appropriate price and size as well gives the choice of living alone or together with a host. It is important for users to be able to choose among numerous options, as this increases the value of freedom of choice.
“You have a lot of choices, like a single room or flat and the prices. There are low prices and high prices. You can just decide and I think that is really good.” (Respondent A)
The second attribute that is evident in the narratives of the respondents is the desire to stay in a good location. For most individuals the location plays a major role within the booking process and Airbnb offers a great deal of good located places. Staying in a central accommodation implies that attractive places such as sights, restaurants, and shopping opportunities are nearby. Moreover, a central location provides flexibility. Travelers can be more spontaneous during the day since they can easily return to the accommodation at any time during day.
“If you are in the city, you can go shopping and back, go in the restaurant and go back. But if you are outside the city center, you have to stay in the city for the whole day and if you go back, you would not return to the city.” (Respondent B)
Next, many respondents mentioned that the price of the accommodation plays a central role when taking a decision. Airbnb offers reasonably priced accommodations and represents a good alternative to hostels and hostels. Saving money is again important for respondents. In this context, some respondents stated that their desire to save money is related to the core value economy.
“I think that I have had very, very cheap Airbnbs and there is a really, really good price. I always look for the price.” (Respondent H)
In addition, some other respondents mentioned that they do not fancy traveling at low cost.
They just want to have more money available to spend on other things. As conclusion, they like to save money on the accommodation in order to have more money to spend on
Collaborative Consumption 34 restaurants, pay entrance fees, go shopping, or do other things. Thus, the more money individuals save on the accommodation, the less they are constrained by their budget.
“[...] if I go to a place, I do not want to save as much money as possible, but I want to spend money on the important things and sleeping is not so important for me.” (Respondent A)
Most respondents stated the private setting as a positive attribute of Airbnb, which has several implications for the vacation. First, the private setting offers the opportunity to prepare food in the kitchen. The respondents can avoid spending money on expensive meals served at restaurants. Again, saving money is valued by individuals. By contrast, some respondents value that the kitchen allows for higher flexibility during the stay, as they internalized the value of freedom of choice.
“[...] you also have a kitchen where you can cook and that was also really nice for me because New York is already pretty expensive [...]” (Respondent E)
“[...] when you just want a midnight snack or something like that you can just go to the fridge, open it and get yourself a sandwich, [...]” (Respondent K)
The private setting also leads to a second consequence: personal and individual furnishings.
First, the unique setting and the individual touch of each place offer every time a new experience. Hotels are more standardized and are likely to offer a less exciting experience.
One respondent mentioned in this context that Airbnb is comparable to a little adventure because one can never be completely sure about how the stay at the accommodation will look like. Regarding the individual furnishings, some respondents mentioned that the setting itself creates a pleasant atmosphere. It increases the individual’s well-being, creates a feeling of home, and finally adds to the value of enjoying life. Next, staying at a private home where locals usually live offers unique insights into their personal lives. The local culture can be experienced from a completely different perspective and respondents who value broadmindedness attach importance to this feature.
Collaborative Consumption 35
“I am just very interested in different countries, different cultures. I just love to see how people life in other cities. I love to compare what are the differences between my life and theirs [...] I just think this is important. Not only for me, but also for everyone in general. It is important to be open-minded and to see and appreciate different things. Yes, to kind of leave the comfort zone. You know, because I think it just gives you a better understanding of everything that happens around you. It shapes your identity.” (Respondent G)
The third consequence of the private setting is related to the consequence that no other tourists are staying at the place. As a result, a private home is not busy with other guests and some respondents indicated that this allows for more privacy during the stay and the vacation becomes more enjoyable.
Fourth and lastly, many respondents associate social interactions with hosts to be a positive outcome of staying at a private accommodation. Some respondents reasoned that they seek social interactions when they are travelling. In addition, one respondent revealed that while travelling alone living together with the host diminished the fear of feeling alone. Again, social interactions were associated to create a pleasant atmosphere, adding up to the value enjoyable life. Moreover, many respondents mentioned that through conversations with hosts they were given valuable insider tips. Compared to the traditional tourist information at hotels, the hosts give more local and exclusive recommendations and thus allow the travelers to visit special place. These places are considered by travellers to be more exciting and enjoyable. In addition, respondents mentioned that while they visit more authentic places, they get a better understanding of the local culture, which helps them personally grow and become more broadminded
“Even years later, I want to have some nice feelings about my journey. I think if you are at some special places it has more value as if you stay at places there everybody goes.” (Respondent D)
“I think they can show you some places, which you would never find on your own [...]. You can mix up with them [locals] and see how they live. If you only go to the typical tourist places, where you only see the other tourists from maybe even your own country.” (Respondent D)
Collaborative Consumption 36
Furthermore, respondents indicated that recommendations of friends influenced their decision to book via Airbnb. They were either curious to try it out by themselves or due to the recommendations they were less skeptical. A few respondents revealed that at the start they were also a little insecure about Airbnb since it represents a rather unconventional platform.
However, positive referrals made them feel comfortable enough to book a room as many of the respondents seek safety in their decisions.
Next to the positive WOM, the professional website also helped some respondents to overcome their concerns and feel comfortable enough to book a room. First, the website offers a simple and personalized booking process, which allows getting in touch with hosts.
They can get to know each other and create some trust. Moreover, the picture of the hosts and the ratings satisfy the desire for safety.
“So I was very skeptical, but a friend of us told that he found a very good apartment and that you have everything for your own and they prepared everything for you, so the bed and the kitchen, so everything was inside. So then we decided to do it as well.” (Respondent J)
In order to summarize the motivational structures of the respondents, a hierarchical value map will be presented at the end of this section (Figure 7). In total, the respondents mentioned various positive features of Airbnb; and the core values addressed by these attributes are namely freedom of choice, broadminded, exciting life, and enjoying life. All in all, the respondents mentioned that they had a pleasant stay at an Airbnb accommodation.
“So it was the first time when I used it when I went to Amsterdam and I was very, very pleased. I mean, in the beginning, I had not that high expectations, but I was curious to just try and get to know that whole Airbnb thing. Because some friends that it is more private and that you get to know the city a lot better also the destination of the city way better. So yes, that was quite overwhelming and quite awesome that experience, because when we went we had, I think, one of the most amazing hosts that you could have, since she really cared for us. We went there and the whole fridge was full of food and it had a quite nice atmosphere.” (Respondent K)
Figure Great variety of
of Freedom n=3 Choice offers 7 N=1 N=5 Collaborative Consumption 37 . Hierarchical value map of users of map value Hierarchical .
1
n=3 Importantplaces
n= Flexibility 5 n=3 are close are location
Central other activities N=5 Moremoney available for for available
n=4
n= 5 n=5
Spend less thanless Spend Save Save money Reasonable Thriftiness n= for for hotels price N= 6 N=3
n=3 8
n=
6 prepare food in
Unique insight Opportunity to
peoples’lives
n=4 into other kitchen
n= Broadminded 7
Learn more more Learn about local local about
n= N=1 culture
8
3 n=5
n=1
No No standardized n=6 Personal and and Personal 3 furnishings n=6 individual
holiday n=1
2 Private Private setting
n=6 N=1
n=8
Exciting Exciting
N=10 2 Life
Not Not busy with other tourists atmosphere n=6 n=6 Feel
- good n=1 n=4 n= 9
n= 11
9
Enjoying Life Enjoying interactionwith N=2 Getinsider tips Visit special 5 Social Social places locals
n=6 n=
n= 9
8 Positive WOM Positive
n=3 Curiosity N=3 N=5
n=3
booking process comfortable to to comfortable personalized Simple and and Simple bookroom skepticism Overcome Overcome n=3 Feeling Feeling Safety N=8
n=8 n=8
n=
See host profiles See
6
ratings/pictures
Professional Professional
n=7 website with N=
9 n=7
Collaborative Consumption 38
6.3 Exploring Non-Users: Mapping Barriers
Next, the interviews with the non-users uncovered several features which reflect their opinion towards accommodation sharing; these attributes are namely unreasonable price, no service during stay, renting from private person, negative WOM, unusual booking process, negative impact on hotel industry and no social contact with other travellers. These attributes are associated with negative consequences and can be considered to be barriers to adaption. The core values addressed by these attributes are economy, varied life, safety, enjoying life, independent, society, and broadminded. A full overview is given in Table 4.
Table 4
Attributes, consequences, and values of non-users Attributes Consequences Values A1 Unreasonable price C1 Poor price-performance ratio V1 Independent A2 No service staff C2 Handling with private person V2 Thriftiness A3 Renting from private person C3 Get no room service and breakfast V3 Broadminded A4 Negative WOM C4 Uncertainty about complaint V4 Varied life A5 Unusual booking process handling V5 Enjoying life A6 Negative impact on tourism C5 Missing holiday feeling V6 Safety industry C6 No escape from normal life V7 Care for society A7 No social contact with other C7 “Ordinary” setting travellers C8 Prevalent awareness of stranger C9 Worries about cleanliness C11 Feeling insecure C12 Feeling uncomfortable C13 Feeling constraint C14 Experience no diverse cultures
First of all, the respondents mentioned that they expected Airbnb to offer cheap accommodations. However when they visited the website, the prices of the accommodations were as expensive as a comparable reputable hotel or hostel. The respondents reasoned that a hotel or hostel represents a more institutionalized offering and includes certain services such as a reception. By contrast, an accommodation booking made through Airbnb would not include any additional services or value. In other words, the respondents argued that Airbnb offers a poor price-performance ratio. The respondents value a good price as they seek to satisfy the value of economy.
Collaborative Consumption 39
“I only checked it once, [...] and the trust issue was already something huge. And then it came the price, because actually those prices were higher than if I just booked a single room in a hostel, which I trust more.” (Respondent L)
“I mean it also depends on the price, but seeing that the price is not really that much cheaper I would not really see the advantage of having just less convenience for the same price.” (Respondent M)
Similarly, some respondents claimed that they desire to receive some services during their stay. In other words, if the aspect of service is absent in a vacation, the individual may feel that the experience does not provide them the feeling of actually being on vacation. From the interviews with the respondents, it can be seen that they value the feeling of being elsewhere because they pursue the value of a varied life, which means that it is important for them to obtain a certain special feeling of being on vacation. For example, one respondent even mentioned that having a small child makes it even more desirable to escape the daily routines and go to a hotel. Another interesting aspect of the missing service is the uncertainty regarding what will happen in case complaints during the stay; again related safety.
“[...] we spend everyday in common houses, so when you travel I feel like it is a pleasure to stay at a hotel and I like it.” (Respondent O)
Regarding the idea of staying at a stranger’s home, the respondents most frequently stated having an undesirable feeling as a consequence, namely that they would be constantly aware of the fact that they are sleeping in someone else’s home. The respondents related three diverse negative feelings with this attribute. First, most respondents indicated that they would expect to be worried about the personality of the host, who is someone they do not know.
They are unsure what to expect from a stranger, which in turn produces a feeling of insecurity; this would also be related to the value of safety. Second, more than half of the respondents associated renting a room from a stranger with a feeling of discomfort, more so than the feeling of insecurity. Some respondents indicated that they do not know how to connect with strangers or they do not like to envision themselves living at someone else’s home; this is connected to the value of enjoying life. Lastly, some respondents are driven by
Collaborative Consumption 40 the feeling of independence, and they indicated that they would feel constrained by host of a private place. In particular, they would feel constrained in a way that there would be the constant impression of needing to be more careful with the items of the accommodation because the host may be emotionally attached to these items and would be upset if the items were damaged. If the host is nearby, respondents may also be concerned with what they are allowed to do or what they should not do in order to not disturb the host.
“I think I do not like the thought of spending time at a home of a stranger – at a stranger’s home that I have never met before, because I am kind of like I think I am little bit insecure and also a little bit scared.” (Respondent S)
“[...] it is difficult for me to stay in somebody’s flat, room, or house if I do not know that person. So it is very difficult for me to feel like I am home or having a good time.” (Participant Q)
“If you are at someone's home and it is for instance at night so you might then be not sure about if you can actually make some noises in the kitchen or not so whether you can cook yourself something [...]” (Respondent M)
Another negative point was stated by three respondents regarding the WOM of Airbnb. They reported some unfavorable experiences from their friends who ended up communicating with a scammer, and they feel that what happened to their friends could also happen to themselves.
As a result of this, they have become fearful of possibly encountering a scammer while booking a room. In addition, respondents named the booking process as an attribute that gives them the foremost experience of dealing with a stranger. This process of dealing with a stranger instead of an official entity can produce a fear of possibly encountering a scammer and is connected to the value of safety. In addition, some respondents perceived an unrelated consequence as guided by the value of being independent; they feel constrained by this unusual booking process since arrangements need to be done with the host directly. By contrast, a hotel’s reception team allows for more self-determining check-in and check-out, and no preceding and binding arrangements are necessary.
Collaborative Consumption 41
“It is always sometimes more easy for instance to just book a hotel in advance. I think the reason for it is that at Airbnb, I think, you have to have a specific time where you get the keys, where you have to be there, when they give you the keys. This is just not the case for just a hotel.” (Respondent M)
The overall trend of collaborative consumption could also be perceived as a threat to traditional services, as mentioned by three respondents. They were guided by general concerns for the society as they considered Airbnb to have a negative impact on the hotel industry. In other words, the hotel industry creates employment opportunities, and Airbnb could cause these jobs to be eradicated.
Lastly, some respondents mentioned that Airbnb does not allow for mingling with other travellers. As a result, no shared experiences can be gathered, and no shared trips can be planned. Most importantly, travelers may feel that they are not be able to learn about different cultures because of the missing interaction; this desire for experiencing different cultures is guided by the value of being broadminded.
“Yes, it is just interesting to talk to different nationalities and I think when I would live in Airbnb, of course, sometimes there are also people living there at the moment you are there, so you mingle with one or two persons, but the variety is not so high.” (Respondent R)
The hierarchical value map of non-users is depicted in Figure 8. On the whole, a number of respondents mentioned that the safety concerns are the most restraining factor, aside from the price. If these issues could be solved, some respondents indicated that they would consider trying an Airbnb accommodation.
“I think the sharing economy is a really amazing thing. But I do not know how they could work on the trust issue and also the process. So because I think the idea is really nice. I think they should do it a bit more about security and stuff like that.” (Respondent L) Figure Unreasonable
performance n=3 Poor price Poor Economy N=4 Collaborative Consumption 42 price ratio N=6
8
. Hierarchical value map of non of map value Hierarchical .
n=6 n=3
-
Getno room
service and and service
breakfast
No No servicestaff
n= 7 N= n=3
10
Missingholiday about complaint complaint about Uncertainty VariedLife handling
n=4 feeling N=
- 9 n= n=3 users n=
9
3
No “Ordinary” normal life
n= n=3 escape from from escape setting 6
Feeling insecure Feeling
n=3 Safety N=1
n=6 8
Renting from n=6 n= awareness of of awareness
Prevalent Prevalent stranger stranger 10 N=
12
n= 7
n= 6 uncomfortable Worries aboutWorries
cleanliness Enjoying Enjoying n=3 Feeling Feeling N= Life
10
n= 10
Negative Fear of scammer Fear of
WOM
N= 4
n=
n= 9 4 n=3
n= Handling with private person Independent constrained 5
Feeling Feeling Unusual booking process N= N=6 7
n= n=3 n=6
7
Negativeimpact on tourism n=3 Society industry N=3 N=3
diversecultures other travellers Experience no no Experience Broadminded contact contact No No social N=4 N=3
n=4 n=3 with
Collaborative Consumption 43
7 Discussion of Findings
The preceding findings delivered valuable knowledge about the drivers and barriers of collaborative consumption. In the discussion section, the findings will be summarized into different topics; they will be critically analyzed using the current body of research.
Value seeking vs. value barrier
A number of studies show that users perceive sharing options as economic (e.g. Belk, 2010;
Tussyadiah, 2015; Hamari et al., 2015; Möhlmann, 2015; Botsman & Rogers, 2011). This is in line with the current findings: The users argued that they thoroughly check prices while looking for a room, and Airbnb offers cheap alternatives. However, the respondents added that they search not only for the cheapest price but also for a good price-performance ratio.
This implies that the accommodation needs to offer some value for which individuals are willing to pay a little bit extra.
Conversely, non-users perceive Airbnb’s accommodations as overpriced with a poor performance-price ratio, and individuals are reluctant to use the platform when they perceive no economic benefits. In addition, the non-users also request for some service during their vacation, and they believe that an accommodation booked through Airbnb would be unable to provide them the service they desire. These individuals chose not to be a user because they intend to save some money but they do not believe this would be possible with Airbnb; this finding is consistent with the study by Tussyadiah (2015).
As a conclusion, users and non-users seek economy and value, but the perceptions of users and non-users strongly diverge when it comes to the performance of Airbnb.
Collaborative Consumption 44
Experience seeking vs. experience barrier
In a quantitative study on people registered in a collaborative consumption platform, Hamari et al. (2015) discovered that enjoyment plays an essential role when it comes to the motivation to participate in collaborative consumption. However, it can be argued that enjoyment is a broad and subjective concept. In the context of Airbnb, this present study reveal that the pursuits of the respondents go beyond mere enjoyment; they are seen to be seeking a holistic experience. Broadmindedness, excitement, freedom of choice and curiosity are further drivers towards the goal to experience a cultural, local, and unique vacation that allows for some spontaneity. In particular, the respective respondents value the social interaction with the hosts and the unstandardized atmosphere.
In previous studies, little has been explored in regard to possible shortcomings of sharing platforms to create a favorable experience for consumers. The findings of the current study suggest that individuals seek variation from normal life during their vacation, which they find mostly in the service and setting of hotels. Moreover, the private setting of a stranger’s home is perceived to create discomfort, which would negatively impact the experience. Moreover, they seek independence, but staying at a private place could involve social responsibilities, rules, certain arrangements, and little anonymity. In addition, being among other tourists creates an intercultural environment, and a private place lacks this experience.
Overall, users and non-users are driven by the value of having an enjoyable life. However, the perceptions diverge on what creates an enjoyable vacation. Broadmindedness is also pursued by both groups, but again it is differently interpreted. Further differences are seen in the values of users and non-users: While the values of having an exciting life and freedom of choice drive users towards Airbnb, the values of having a varied lifestyle and independence internalized by non-users create barriers to adoption.
Collaborative Consumption 45
Security seeking vs. risk barrier
Another important issue concerning collaborative consumption is trust. Previous research shows that trust plays an important role when using online platforms (Hartl et al., 2016). Trust has an impact on an individual’s behavior, especially when the Internet functions as an intermediary, and traditional face-to-face interactions are absent (Papadopoulou, Andreou,
Kanellis, & Martakos, 2001). In a study on collaborative consumption, Möhlmann (2015) adds that trust plays an important role in both B2C and C2C relationships (Möhlmann, 2015).
Furthermore, this study suggests that the hosts' profiles—including pictures and ratings— were a decisive factor for the respondents to become a member of the accommodation sharing platform. Moreover, positive recommendations helped to overcome initial concerns. In general, users indicated to value the website design of Airbnb. In this context, a study on the benefits of website design proposes a so-called halo effect, meaning that people transfer the good quality of the website to a good overall performance of the offered service (Al-Qeisi,
Dennis, Alamanos, & Jayawardhena, 2014). In order to persuade also non-users, the website could be an effective tool.
To date, the findings of the current study imply that the perceived risk of dealing with a stranger is the greatest barrier to adoption. Non-users are seen to be highly skeptical towards these sharing systems. In fast, the general nature of such sharing services is vulnerable to misbehavior (Schaefers, Wittkowski, Benoit, & Ferraro, 2016). In sharing communities, members have a choice on whether to cooperate with one another or follow self-interests.
Regulations are missing, and individuals could actually be better off if they exploit the shared resources. In this context, non-users can be described as individuals who evaluate others as egoistic and support regulations as well as governance systems (Hartl et al, 2016). In addition, some respondents have heard negative experiences from friends regarding Airbnb, and in turn these comments fueled safety concerns from non-users.
Collaborative Consumption 46
In conclusion, the findings of this study are in line with previous studies which suggest that safety is an important topic in online communities. Most users and non-users indicated that they are concerned about their safety. Some respondents rely on the tools provided by Airbnb to ensure a safe processing, whereas others are more skeptical and refuse to become a member of the online sharing community provided by Airbnb.
Altruistic vs. individualistic
Value orientations can be distinguished between altruistic and individualistic orientations (de
Groot & Steg, 2008). Predominantly, collaborative consumption is associated with altruistic values (Botsman & Rogers, 2011; Albinsson & Perera, 2012). By contrast, in the current study the respondents hardy revealed any altruistic motivations in the context of sharing.
In particular, collaborative consumption is widely associated with a positive impact on sustainability. In various studies, environmental concerns are often claimed to drive consumers to become a member of sharing platforms; one prominent example is the work of
Botsman and Rogers (2011). However, empirical studies found controversial results; while some studies found statistical support for sustainability as an underling motive of users, others did not. For instance, Tussyadiah (2015) found support for the assumption that sustainability matters; this point was also supported by Schaefers (2013), who conducted a qualitative study on users of a car sharing platform. Conversely, Möhlmann (2015) found no significant effect of environmental considerations in the context of cars and accommodations. In differentiating between altruistic and gain-seeking motivations, the findings of this study demonstrate that individuals are primarily concerned with their own needs. In a previous study, Hamari et al.
(2015) discovered that sustainability forms positive attitudes towards collaborative consumption, whereas both economic gains and enjoyment motivate individuals to actually take action and participate in collaborative consumption. Similarly, Carrington, Neville and
Collaborative Consumption 47
Whitwell (2014, p. 2764) argue: “Ethical intentions often are lost in the midst of this extended effort.”
As result, this represents a paradox where collaborative consumptions positions itself as an ecologically valuable trend, but as Binninger et al. (2015) claim, people are rather driven by financial and egoistic concerns.
Social influence
The interview respondents revealed to a great extend that they are influenced by others in their decision to participate in or refrain from collaborative consumption. A primary explanation is that individuals are influenced easier by others because they feel uncertainty in regard to the consequences of the innovation (Kim and Park, 2011). By the way, negative
WOM is in theory considered to have an even greater influence than positive WOM (Buttle,
1998; Arndt, 1967). This theory is supported by the findings of this study.
In this context, Kim and Park (2011) conducted a research with the topic “Effects of social influence on consumers' voluntary adoption of innovations prompted by others” and investigated the effect of so-called prompters on the innovation adaption of other people. The authors assert that next to voluntary innovation adoption, implying that there is no social influence on the decision maker, often non-voluntary or prompted innovation adaption prevails in reality.
All in all, this study identified that WOM also plays an important role in the adoption of a sharing platform. In particular, this service represents a new and unconventional offering, and people are generally seen to be nervous about trying it out. On the one hand, positive WOM helps them to overcome concerns while also generating curiosity. On the other hand, negative
WOM creates a barrier to adoption as it raises safety concerns.
Collaborative Consumption 48
8 Conclusion
The findings of this study offer valuable insights for theory and practice and the resulting implications will be presented in this section. In addition, the limitations of this study and suggestions for future research will be given, followed by the concluding remarks.
8.1 Theoretical Implications
The findings of the empirical study indeed confirm the theory that perceived attributes of innovation, personal values, and social influence are important indicators of consumer innovation adoption behavior in the case of sharing. These elements aim at describing the overall trend of collaborative consumption and represent valuable aspects beneficial for any collaborative consumption platform.
Concerning the critical market forces, this paper has systematically reviewed academic articles and presented some key aspects. Thus, the literature review has revealed critical market forces and classified these into technological and socio-economic drivers.
Understanding the underlying changes in the market helps to explain the rise of both collaborative consumption and the development of the collaborative consumer.
The other elements – perceived attributes of innovation, personal values, and social influence
– are also based on academic theory, but have been additionally specified by the empirical study. The attributes mentioned by the respondents describe perceived characteristics of the sharing platform. Through the laddering interviews, also higher levels, the values, have been identified. Next to that, the interviews present a strong case for the importance of social influence in form of WOM. In the context of social influence on innovation adoption, this research asserts that prompted or involuntary innovation adoption plays a significant role in collaborative consumption.
Collaborative Consumption 49
In addition, this study also conceptualized the different forms of collaborative consumption networks by collecting and harmonizing the existing literature of collaborative consumption.
The study outlines a classification of the different sharing platforms and is, therefore, useful for placing different contexts in the overall phenomenon of collaborative consumption.
The study combined the topic of collaborative consumption with the means-end theory. The laddering technique offered valuable insights into the respondents’ decision making and uncovered the underlying meanings in the different attributes towards uncovering the underlying personal values. Schwartz’s value conceptualization offers additional value; therefore, combining Schwartz’s value theory with the means-end theory offers a great methodological background for means-end chain studies.
The fundamental contribution of the chosen research method is that uncovering hierarchical associations through laddering interviews indeed contributes to the explanation of consumer motivations to engage in or refrain from collaborative consumption. The research revealed a comprehensive and wide-ranging decision-making structure of users and non-users. Thus, this paper found evidence for two groups of individuals, people that engage in sharing and people that are reluctant to engage in this new form of consumption. In conclusion, this paper argues not only why people adopt this new form of consumption but also what deters them from doing so.
In conclusion, applying the means-end theory for users and non-users simultaneously proved to be a valuable approach.
In particular, the means-end chain theory has widely ignored to analyze non-users. However, the findings derived from the interviews with non-users revealed that the means-end chain analysis is also a useful method to elicit valuable insights for this group of respondents.
However, future research should consider the following: The interviews are probably shorter,
Collaborative Consumption 50 involve fewer elements, and the researcher has to place more effort on keeping the conversation fluent.
8.2 Managerial Implications
The findings derived from means-end analysis are widely acknowledged to have a “great deal of managerial appeal” (Rekom & Wierenga, 2007; p. 401). The hierarchical value maps are considered to be compact representations of the distinctive respondents’ means-end chains.
Therefore, the maps allow the researcher to draw implications concerning the motivating aspects that influence the decision making process (Schaefers, 2013). Managers do not only gain new insights, but also obtain a comprehensive explanation how concrete attributes directly correspond to usage motives (Wagner, 2007).
Managers can use the knowledge in order to strengthen associations (Reynolds et al, 1995) or even alter associations in order to effectively influence users and non-users.
In response to the increasing popularity of collaborative consumption, it is valuable to understand the new challenges that sharing-related business models provide for the market
(Hartl et al., 2006). In particular, understanding the nature and role of a collaborative consumer is an advantage for managers and researchers alike. In case the motives of the consumer diverge with the collaboration networks, they might come to the decision to opt out of the network and return to traditional forms of market exchange. In order to further increase the group of consumers and mainstream sharing, understanding barriers to adoption is the key.
All in all, this qualitative study uncovered fresh insights from the mind of young consumers and shows the complexities of this rising trend of collaborative consumption. While the context of this study is the accommodation sharing platform Airbnb, the findings can still
Collaborative Consumption 51 draw valuable insights for diverse sharing models as well, due to the similarities found within collaborative consumption networks in previous literature.
In order to reduce the resistance to participate, collaborative consumption platforms have to work on the perceived trust in the community. Most non-users claimed that low trust is the greatest barrier to adaption. By increasing trust and decreasing the perceived risk in a sharing community, the number of participants could be increased (Tussyadiah, 2015). Freestone and
Mitchell (2004) argue that the Internet enhances anonymity and thus may increase the temptation to behave unethically. In situations where trust is low, individuals might search for options that are well-regulated. However, Hartl et al. (2016) advise to carefully design and implement new regulations and governance. While these measures may increase the number of non-users, existing users may consider them to be undesired and the measures may in turn deter users from continuing their participation. The users interviewed in this study have already indicated that they value the current process, and therefore control mechanisms need to be introduced with caution.
In addition, the findings of this study recommend placing great emphasis on economic and experiential benefits when designing a collaborative consumption platform. Altruistic notions such as sustainability might not be enough to build a great community; sharing networks should concentrate on delivering messages that communicate economy, excitement and enjoyment values while promoting their offering.
Non-users who value security could be targeted by security mechanisms, and those who are concerned by the price could be targeted by tailored price offers.
In the case of Airbnb, travelers who seek the value of variance might be least likely to change their mind to a sharing offer. This value is based on an atmosphere created by both the institutionalized setting and traditional services offered, such as room service and breakfast.
Collaborative Consumption 52
This paper also offers some valuable insights for traditional tourism industries, and the findings of this study can be applied to shape their offerings. In order to attract a collaborative consumer, they should acknowledge the appropriate benefits. In addition, it is the marketer’s task is to cultivate tourism products that offer the attributes which are pursued in an Airbnb accommodation. For instance, a promotional theme that acknowledges such values could advertise a local experience, similar to the idea promoted by Airbnb. In conclusion, hotels could seek for ways to offer a more local experience that includes the cultural insights of the particular place.
Individuals who are resistant to accommodation sharing are most likely to seek the values of economy, enjoyable lifestyle, a varied lifestyle, society, broadmindedness, and independence in the attributes offered by the traditional tourism industry. In the future, managers of hotels or hostels could extend their offering towards these values in order to strengthen the associations between the attributes offered and the corresponding values internalized by the potential guests.
For marketing practice, each of the perceptional orientation presented on the hierarchical value maps could stand for a positioning strategy (Vinson et al., 1977). In this context,
Reynolds & Craddock (2001) suggest managers to (1) identify the perceptual motivations to use their service or buy their product, (2) specify the current strategic positioning of their own product or service and of the relevant competition, and (3) integrate the knowledge into the development of new strategies, e.g. communication, segmentation, and positioning. This implies that the current findings give actionable insights for marketing strategies (Klenosky,
2002). As already mentioned previously, the findings strongly suggest that the safety value strongly guides the behavior of the respondents. In order to create a strong and positive association of collaborative consumption as a safe activity, improvement can be made to building a professional website featuring a safe payment process and reliable ratings. In this
Collaborative Consumption 53 case, the positioning option would be to build a strong association of a collaborative consumption community being a safe environment. Thus, the findings of this study provide some aid for strategic positioning as well as what should be communicated to the customer in order to address their needs properly.
Lastly, marketing theory acknowledges that social influences, such as WOM, have some impact on consumers’ behavior. In this context, Kulviwat, Bruner, and Al-Shuridah (2009) argue that managers can aim at persuading skeptical individuals by persuading them that for the individual a personally relevant group has already endorsed the offering. Additionally, managers of sharing systems should look for ways to encourage positive WOM and decrease negative WOM.
8.3 Limitations and Future Research
The limitations as well as findings of this paper indicate several directions for future research.
This study represents an exploratory research design, and the methods are of a qualitative nature. This approach helped the researcher to gain insights into a topic with little empirical and theoretical support. The study does not allow for general inferences but represents groundwork for future research. The findings should be confirmed by large-scale empirical studies (Wagner, 2007). In particular, the aspects of collaborative consumption identified in this study could be evaluated for their relative importance using quantitative studies.
In addition, the empirical study limited itself to a single context, the accommodation sharing platform Airbnb. This limitation is grounded on human and financial boundaries during the research process. This is likely to constrain the generalizability of the results (Lages &
Fernandes, 2005). It would be interesting to apply the described method in follow-up studies using various sharing contexts to reconfirm the findings (Wagner, 2007).
Collaborative Consumption 54
Moreover, this research method can be applied in order to understand any other consumption situation, including other business models in the collaborative consumption.
In addition, the sample of this study was limited to young consumers. The digital environment especially attracts this age group and they are very active in social networks (Bolton et al.,
2013). It would be worthwhile for future research to take a wider age group into account; it can be expected that the number of aspects would be increased. Also, it would also be possible to only investigate an older age group and draw implications explicitly for this group; it can be expected that Internet capability and values such as tradition and achievement might play a greater role. A comparison of different age groups and generations also offers an interesting path for future research.
In addition, the means-end chain theory underlies certain limitations. First of all, this study considered the assumption of hierarchical structures as a given basis. However, the authors
Rekom and Wierenga (2007) found some evidence that means-end structures are not necessarily always hierarchical and could in fact be non-hierarchical. Nevertheless, non- hierarchical relationships would not lower the managerial and theoretical significance of the results of this study. Rather, they would allow for more flexibility, and a network approach would be suggested in this case. In order to validate the hierarchical structure, more research in this issue would be necessary.
During the laddering interviews, the researcher has also encountered situations where not all higher ladders have been elicited from the respondents. For example, even though the respondents mentioned diverse attributes, not all of these attributes have been fully explored during the interview; this becomes apparent in the hierarchical value map. For example, when five respondents mentioned a certain attribute, only four statements accounted for subsequent consequences. This can be the case either because the interviewer elicited an incomplete ladder or because a certain consequence did not exceed the cutoff level and was therefore
Collaborative Consumption 55 excluded from the outset. A lack of experience of the researcher can therefore be mentioned as a general limitation.
Some suggestions for future research are also in line with the views of Hamari et al. (2015).
An intriguing topic for research could the legal issues surrounding collaboration consumption.
In addition, it would be interesting to understand which products and services are particularly appropriate for collaborative consumption schemes. Further studies could also investigate the shifts in motivation using longitudinal studies, which could uncover changes in usage patterns.
Moreover, finding which aspects determine the failure or success of a platform would also pose interesting venues for future research. Furthermore, investigating usage motivations and patterns should help to clarify the controversy regarding altruistic and individualistic motivations.
The study revealed that the biggest barrier to participate in sharing is related to the value of security. Individuals trust companies. They know that they have clear processes and responsibilities. However, when handling with strangers the risk prevails that something could go wrong. Both, users and non-users, are aware of this issue. Users, however, argued that the advantages outweigh these concerns. This poses an interesting direction for future research. For example, in regard to the findings from this study, it would be interesting to discover ways to influence the safety concerns of non-users. Therefore, follow-up studies with non-users could be a promising future research direction.
The findings of this study revealed that social influences play a role in the innovation adoption of sharing platforms. To date, the researcher has not yet found a study that explicitly examines the relationship of WOM and misbehavior in online sharing platforms. In general, prompting behavior on new technology adoption is not well theorized in current research
Collaborative Consumption 56
(Kim & Park, 2011). However, since collaborative consumption relies on online platforms, including social dynamics and communities (Botsman & Rogers, 2011), this would be a very interesting topic for future research.
Lastly, it would be interesting to take other social influences into account that may shape adoption decisions of consumers.
8.4 Concluding Remarks
As presented earlier, the first research question is to examine what consumers’ motives and underlying values are for engaging or not engaging in collaborative consumption. To answer the first question, the key elements visualized in two hierarchical value maps can be used.
Within the discussion, the findings have been summarized into six patterns. The motives to participate in accommodation sharing are summarized under the three terms of value seeking, experience seeking, and security seeking. The barriers to adoption are namely the value barrier, the experience barrier, and the risk barrier. In addition, these patterns are critically reflected based on the current literature.
The second research question examines how research and practice alike can relate these insights towards sharing systems. The response can be described in the managerial and theoretical implications. In particular, these findings may be useful for marketers in the collaborative economy and tourism industry. This study suggests that that value-based explorations can be fruitfully applied to research and practice in collaborative consumption.
Knowing what consumers truly value helps to create a psychological relationship between individuals and sharing platforms.
To round it up, Grönroos and Voima (2013) offer a valuable argumentation as they say that firms should not constrain themselves to coming up with value propositions. They have to consider also the joint and customer sphere. Thus, the value proposition should be concerned
Collaborative Consumption 57 as a potential value, the real value, however, develops only when the customer becomes involved.
Collaborative Consumption 58
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Appendix 1: Interview Guide
Introduction
First of all, thank you very much for participating in this interview.
I conduct this interview for the purpose of my master thesis, as I am right now a student at the
University of Amsterdam studying Business Administration. I am expected to finish my studies in July 2016 and then planning to go back to Germany afterwards to start working for a family business.
This interview aims at gaining in depth knowledge about consumers’ decision-making process in the context of Airbnb that is an example of the overall trend of collaborative consumption. This topic describes a quite new phenomenon and so little of research has been conducted so far. Therefore, I interview users and non-users of this specific accommodation sharing platform in order to close a research gap in this particular field.
For you this will mean that I will ask you open questions and I will leave room for your own interpretations. Especially, I will ask questions such as “Why is that important to you” in order to encourage you to critically reflect on your answers. The interview will last no longer than 30 minutes.
The interview will be audio-recorded, transcribed and analyzed for the purpose of my master thesis. I guarantee that the data is handled in a confidential manner. I hope you agree to that?
Introduction of the interview partner
→ Before we start, can you tell me a bit about yourself?
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→ Do you like to travel and do you often travel?
Thank you for your brief introduction, do you have any questions before we start?
Main part
→ As you already know, I am especially interested your opinion about Airbnb. You
already told me during our initial contact that you already booked/have not booked a
room through the accommodation platform Airbnb. What did you like/did you not like
about Airbnb?
→ What is the difference of Airbnb compared to a hotel?
→ What is the difference of Airbnb compared to a hostel?
→ Why did you like ____?
→ What does this mean to you?
→ What are the consequences of ____?
→ You just told me that____. Could you elaborate on that?
→ Why is that important for you?
Closing
→ Is there anything else left that you would like to say which has not yet been covered?
→ Do you have any questions you would like to ask before we end the interview?
→ Can I contact you, if further questions should arise?
Thank you very much for your cooperation.
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Appendix 2: Transcripts
The participants are divided into two groups: users (Study 1) and non-users (Study 2)
Study 1 - Exploring Users: Mapping Motivational Drivers
Respondent A
This interview was conducted over Skype. The interview started with a brief introduction of the purpose of the interview. The participant agreed to the tape recording of the interview.
Further, the participant had the opportunity to introduce herself. In short, the participant is a
German student of the age of twenty. Further, she highly values travelling and already used
Airbnb three times.
I: I already know that you used this service and now I would like to know, why did you chose to book a room over Airbnb?
P: One reason is that it is cheaper, as I checked and I compared different companies, like booking.com and all the stuff, and Airbnb was really cheap. That was one aspect. And the other thing was that the flats from Airbnb are often really central, you get to choose where you want to go. And that are the reasons probably why we decided to book over Airbnb and not sleeping in a hostel or something, because the conditions are really good and you do not have to pay for food. You can buy your own food and I enjoyed, if go to a place that I can go to a restaurant and all the stuff and that is the problem when you are in an hotel, you have the
Collaborative Consumption 71 hotel food and it is a bit boring --I think it is a bit boring. I just want to see the city with all the things and check different places. I just want to have a good place to be.
I: Perfect. So for example it is cheaper for you. So what does that mean then for you, what are the consequences?
P: That I have more money to spent to like for restaurant for example or to do something in the city, as I do not have to pay that much for just for sleeping in a room, hotels are more expensive. Like I save money over Airbnb. Of course, there are also a bit more expensive places. But you can choose what is cheap and I have more money to do some stuff and visiting museums and all the things like going to cafés and that money I have to spend on my free time.
I: So in general, do you value that you can save some money?
P: Yes, for me it is not, if I go to a place, I do not want to save as much money as possible, but I want to spend money on the important things and sleeping is not so important for me.
You know, like I do not care if I sleep, like okay a bed would be good, but it then does not have to be a room for three hundred dollars per night. And that is okay for me just to have -- I would be also fine sleeping in a hostel or something but Airbnb it is like really (inc., microphone rustling) and good conditioned also and cheap and you can bring your own stuff to eat and you do not have to pay for breakfast or dinner otherwise you want to eat two times a day its okay and I can decide it on my own.
I: Ah okay, so you kind of like it because you have your own kitchen, you can prepare food on your own, so you are more kind of in charge of your life?
P: Yes, exactly and I can decide, if I want to go to a restaurant at this day and the next day I can decide, if we are cooking in this flat or yes it is like you can be more spontaneous.
I: And you also said that you could have a better like a central location, so that does that mean then?
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P: Yes like because, I think, it is also expensive to travel from -- if you are for example a city and you live really in a district really outside and you have to take buses and trains to get there and its really complicated sometimes and a new city is always like so much new things to do and you do not know the streets and all and it is easier if it is the center and you have the most important things around you. There are supermarkets, restaurants, sightseeing and yes that is the thing why I really -- if I go to a place, I look that I stay really close to the important things, which is like the center.
I: Okay so also what does it mean if you would live for example outside, how would the holiday look then like? So what would be missing?
P: It would be more boring. For example like also the nightlife you have all through the night.
There are not so many buses and trains and when you have take the really expensive cap and so you can be more free and if you are like with a group of five or so people and I want to go home a bit earlier, I can do that, because I live close to the -- when I am at the center -- you know, I enjoy that I can walk home like to my place, where I stay, and I do not have to take caps or busses to get there.
I: And you lived at private persons home, how was that?
P: That was really good, that was the reason why I have a flat now in Hannover, because you had to have connections. Like the guy there was a shared flat and I had a room and we talked to this guy and his girlfriend and the girlfriend was saying to me that she is going to Canada and with a friend and this friend he has a flat and I can stay there in the beginning of my study in Hannover. So I stayed in this friends room after Airbnb and the other friend gave my the keys and now I am with them -- This is a bit complicated -- The keys you know, like (inc., microphone rustling) and I learned like okay -- I am living in Hannover right now but I was looking for a flat and now I have a flat because of the talking with the people, who live there right now. The connection that was really good and it is often so that is really hard to get a flat and connections are important and through Airbnb there are some local people that live there
Collaborative Consumption 73 that can give you advices and can show you where you can go to restaurants or whatever like
-- or say hey here is a friend she can help you with this and this and if you need help people are very friendly and open.
I: Is it in general important for you to get some local advices or some tips where to go, like some insider knowledge?
P: Yes, of course. I think insider places are the best places, like if you are a tourist there is just your book or like look it up in the internet and of course there are also good places but they are really touristic and I enjoy if you see the real city and the real country by insiders.
And I had really, really good insider experiences so far. And there she showed us some place for example where we had we some good barbecue with friends with some salmon and all the stuff and you know? We had a really good time by meeting locals. And they can also talk with you about what is going on in the city and how the people are. You know you do not just only visit the country you visit also the people of this place. And that is I think also really important.
I: Okay. So you also value the personal relations that come out of the stay?
P: Yeah that is also a good aspect. Like of course, it is not all the time that you life with people together, but if you do, like I was, visiting this shared flat that was a really unique aspect that we could talk to him and he could give us advices and all the stuff. I think that was really good and a really big bonus from Airbnb. You can just talk to people, who life there.
I: If you think in general in life, why is it important for you to have personal relations?
P: I really think not everybody needs it, but I am a person who needs really social contacts. I would get mental -- okay, not really mental, I need just talk to people, have a coffee, have a beer in a bar, go to a concert and all the stuff like that is really important about life to have like your hobbies and just enjoying it sometimes and yes that the reason why I think people are really important to be happy. And to have a good company and just be around good people and have a social life. And if you are alone and travelling somewhere and of course
Collaborative Consumption 74 sometimes travelling alone is good. But you meet people and you talk with them and your point of view is getting bigger if you talk to a lot different people so. That is really I think important to have social contact, but especially contact with people from different countries so you do not have a closed, you know, view, you have a bit more opinions about everyone like I just mentioned that there are so many different people, but you also have like even if they are different, you can have so much fun with them and have so good (inc., microphone rustling).
I: So can really broaden your horizon and have a completely different experience?
P: Yes, exactly.
I: So we talked now about that it is cheaper, about the location, like that you can get a location that is really good located, then also about the food that you can prepare food by yourself and the personal aspect. And now, if you think again also compared to a hostel or hotel is there anything else, which made you decide for Airbnb or which makes it different or special?
P: I think, it is -- it is like a bit of an excitement to go there. If you go to places where people, not at all places, but often people life there and just have this flat right know for free and they share it and it is really interesting to see how people life. You know, hotels are often like really similar to each other. If you go to a flat or room from Airbnb, it is a bit more personal and different. And I think it is really cool to see how people live or like people share their flats with others.
I: Okay. Is there anything else or are these the main reasons?
P: Let me think about it -- I am -- I think that is it.
I: Perfect. Then is there anything else you would like to add before the end the interview?
P: Just that I really think that Airbnb is a really good thing. You have a lot of choices, like a single room or flat and the prices. There are low prices and high prices. You can just decide and I think that is really good. Of course, there a really a good reasons to book over Airbnb.
Collaborative Consumption 75
But on the other hand, it is like also a bit... not unsafe, it is just if you book something, you have it. But if you write a person per Airbnb, you just have to wait, if they text back and if its okay for them. You maybe do not have this safety feeling at the first time, you know, because you just arranged everything through a personal contact. If you book in a hotel you feel a bit safer because you have this room, you know what I mean?
I: Okay. So two things, so you have more choices but also there are some security concerns, right?
P: Yes, right.
I: Just one question, so what does it mean in general to have many choices?
P: It is good for your personal freedom. You can, I am not a person, who needs to plan every day, I want to be spontaneous like if a like a thing, a place, I stay longer and if I do not, I do not stay longer. I think, in general, different choices are really good, because you are free to decide what you are doing.
I: Okay. Perfect. So then thank you very much and can I contact you if I have any further questions?
P: Yes, no problem.
I: Thank you very much for your cooperation.
P: No worries.
Respondent B
This interview was conducted through Skype. The interview started with a brief introduction of the purpose of the interview. Furthermore, she also agreed to tape recording of the interview. Further, the participant had the opportunity to introduce herself. The twenty-four years old participant is a young professional in health care management working in Germany.
The participant travels around two times a year and has recently booked a room at Airbnb.
Collaborative Consumption 76
I: So I know that you booked a room through Airbnb and you will go there this summer. Now
I am wondering, what motivated you to book a room at Airbnb?
P: I never did it before, but I have heard a lot of positive things about it. At work, a lot of people have booked through Airbnb. I want to know how it is. I am curious. I think in cities it is often a problem to find a hotel, which is cheap and has a good location. So I think the
Airbnb rooms are often in the city center and have a great location and are not as expensive as hotels. Especially, in the cities it is like that.
I: Okay. So you mentioned three things, first of all you are curious about it. Second, it can be cheaper than a hotel and third, it can be good located, right?
P: Yes.
I: Okay. So you told that you are a bit curious about it. So maybe you could a little bit elaborate that. Like what do you expect? Why are you curious?
P: Okay. I think it is another kind of experience to stay in a private room or apartment. Hotels are often anonymous and impersonal. There are only tourists in a hotel. If you stay in a private room or apartment, you are among people, who really life there, so it is another perspective. You could learn more about the culture and people and you can meet foreign people and learn more about them than in a hotel. Yes, I think that is another kind of holiday, if you are in a private apartment.
I: So “another kind of holiday” means that you also look forward not only to see the city but also in addition the people and how they life?
P: Yes and perhaps they have tips, perhaps they can tell you more about what you could or should do than you would know trough living in a hotel for your holiday. I think in the hotel, you would do more the typical tourist attractions than if you life in a private room and the people can give you other tips.
Collaborative Consumption 77
I: So why do you think it is important for you to see also different things of the city and not just the touristic spots?
P: I am curious. I think it is often that the typical tourist attractions are often not the best things a city has to offer. You know?
I: Yes, for example if you would just go to touristic spots, what would be missing then?
P: The tours are often with the busses. They are often boring, I think.
I: So you do not want it to be boring?
P: Yes.
I: You also told me that you like to get to know some people there, so new personal contacts.
Why is that important for you?
P: Hm.
I: You can also think more general. Why is it important for you to have personal relations and to meet new people?
P: I like to get to know people from foreign countries to know people from everywhere. I think it is interesting what they have to tell, what their culture is, and what problems they have.
I: So for example if you go to a hotel, it would be more impersonal?
P: Yes. I think both things have good and bad sides. So I like both kinds of holidays.
Especially in cities, it is very interesting to book a room through Airbnb.
I: Okay. Then you also mentioned that you could have good locations through Airbnb, so like being in the city center. Maybe could you tell me a bit more about that?
P: Okay. I think the hotels, which are best located in the cities, are often hostels or apartment hotels, which are quite expensive, but on the other side, not luxury. I think the private rooms are apartments you can choose, are often the same quality or even better, I think.
I: Okay, so you value then the price aspect?
Collaborative Consumption 78
P: Yes, the price and if you want ta better hotel I think you have to go often in worse located hotels or you have to pay more.
I: If you are on holidays, do you think it is important to go for good priced options, is that important for you to have a look at that?
P: Yes, I think it is important, but not the most important thing.
I: Why is it not the most important thing? To what extent is it important?
P: Hm.
I: Or imagine if an accommodation would already cost a lot, like really a lot, so what would be maybe not possible than?
P: I think if the hotel, or room, or apartment is very expensive, you have to be more careful with other things. If your apartment or room is cheaper, you can use the money for other things like going out, for the attractions, for going to a restaurant, or you can even go more often for a holiday if you take a cheaper accommodation.
I: Okay. So you just said you have more choices then. In general, why do you like it to you have more choices?
P: I think it depends. I am not sure. Actually, I like to wait for what could come. I do not plan the whole holiday before we start. First, I go there and then I see what happens. I think that is also a point for Airbnb. Perhaps the owner of the room tells you, tonight is a festival or tomorrow you should go there. I think, just look that is there.
I: Okay, so maybe a bit more excitement?
P: Yes.
I: So is it also important for you if you go to holiday to have some exciting parts or maybe some unexpected parts?
P: I think, if for example there is a beach there no tourists go it would be great, if there is a local restaurant there especially the people, who life there, go, it is even better.
Collaborative Consumption 79
I: So we talked about the location already and you said there is the price aspect. But just think of living somewhere central, what are the consequences? How is it if your apartment is just right in the city center?
P: You can go easier by bus and the station is near. You are close to the restaurants, attractions, and you are mobile. If you are in a hotel, which is not in the city center, you often have to -- If you are in the city, you can go shopping and back, go in the restaurant and go back. But if you are outside the city center, you have to stay in the city for the whole day and if you go back, you would not return to the city.
I: So I think, there are several things. First of all, that it is more convenient?
P: Yes.
I: So it is easier, as you said before more convenient and you are also more flexible?
P: Yes.
I: Do you in general value flexibility?
P: Yes, so you do not have to plan the whole day, you can just see what happens, always return to the room and yes I think to be flexible is really important.
I: I think we covered now many aspects. To sum it up, if you think about Airbnb and compare it to hotels and hostels, is there something else, which makes Airbnb a more attractive choice?
P: Hm.
I: Imagine you book a hostel, what would be the benefit of Airbnb to that?
P: Compared to a hostel, I think it would be more comfortable, because the quality of hostels is often not so good. Perhaps you have to share with other people the room, or to share the bedroom, the toilets and yes.
I: Okay. So it is more comfortable, that you do not have to share?
P: Yes and you have a lot of options. You can take only one room, you can take the whole apartment, I think, you can also take a whole house and there are a lot of options to book when using Airbnb.
Collaborative Consumption 80
I: Okay. Why is it important to have many options? What does that allow for you then?
P: You can choose, how much money you want to spend. And yes, what your apartment has, what standards. At the Airbnb platform you can see the comments of other people. So it is quite easy to choose a good room or apartment.
I: Okay, so you just talked about the ratings. So do you think that is helpful?
P: Yes. I think the ratings are very helpful. Many rooms have nearly hundred ratings and if there are ninety percent positive, I think that is a guarantee.
I: Okay. So you have a guarantee, than what does that mean?
P: I booked a room for the first time. It is a little bit conforming. And we can trust it and know they are serious apartments.
I: So it is about trust?
P: Yes.
I: So we compared it to a hostel and is there anything left if you think about a hotel, what is compared to that a benefit of Airbnb?
P: The hotels are often busy, very loud. If you have breakfast, there are many people. If you have a swimming pool, there are many people. I think the private rooms or if you have a whole apartment, it is quiet.
I: Do you value if it is quiet?
P: If it is a very big hotel with many people, I think it is exhausting. Not every time, but breakfast time and so on.
I: Okay. So you sometimes value that it is quiet and calmer?
P: Yes.
I: Is there any question from your side?
P: No, no question.
I: So then I really have to thank you for your collaboration. You really helped me.
P: No problem.
Collaborative Consumption 81
I: May I can contact you if I have any questions regarding the interview?
P: Yes.
I: Thank you.
Respondent C
This interview was conducted in a quiet café. The interview started with a brief introduction of the purpose of the interview. The participant also agreed to the interview being tape- recorded. Again, the participant was then asked to introduce herself. The participant is a twenty-four years old student at the university of Amsterdam. The participant also indicated that she highly values travelling and that she has already been to many countries.
I: So if you think about it and also like compare to hotels and hostels, what would be the benefits you see for using this service?
P: The benefits really are, I guess, you meet the person, whom belongs the room you are renting, or the apartment you are renting, so it is really personal. And then it does not feel like a hotel room, because you basically live in someone's living room or wherever, but it is really personal. Like sometimes in a hotel it is really sterile you would say that you just have the feeling okay that one thousand people had been over there before and that it is all really standardized. Of course, you have the lunchroom and everything. Like I think, if I go to
Airbnb, I have a more familiar feeling. And even though when I go to a city, it would feel more like I am home or that I belong there or that I get more the feeling of the city instead in a hotel, because there you do not experience the how people live there. That is what you do it
Collaborative Consumption 82 especially when you go to Airbnb. But depends still on the Airbnb itself, because they can also just put it in a way that it is really standardized. It depends.
I: It is in general important for you to see the city also from a different persons house?
P: Definitely.
I: Does it add on the experience?
P: Definitely, a lot. Like when I travelled what I liked most, is that I really see how people live in a different country, how they are, and what their different perceptions of life are. For example in Thailand, like the way they lived there, that was what I wanted to see in that country and not like tourists partying all the day. Of course, that was also a part, but it was more about seeing what type people look like, live like, and behave like, what the traditions are and of course, the way they live. Like it is a whole different world to what we have. So in every country it is different.
I: If you think a bit further, to really experience other countries what does that mean to you?
P: It is funny, because I think you see just different things, which are normal for each other.
Maybe in the room in let us say Budapest; you would see that they have different stuff than you have. Maybe like a different pot or whatever but just different stuff, which for them is normal but for us it is different. It really gives you a certain insight into the person, who lives in that country right now and how they structure the whole, what they use, and all of that.
I: So you like to get to know other cultures and people.
P: A lot. And I always try to learn the language -- just a bit, even just what I can or anything, but I think that is really a lot of fun. That is like really getting to know people and being able to talk and getting back reactions if you try to talk.
I: So you in general you also value that you can speak also with other people the same language?
Collaborative Consumption 83
P: A lot. And like any time I would love to be able to speak the language when I go to a country. But of course it is not always possible. But yes like in Thailand, you always just learn like thank you, you are welcome, and hi. Just the basic stuff, at least that.
I: So if you can think of about yourself, so why is it important to you to get more in touch with people?
P: I think in general, I anyways like to be in touch with people. Like I think, what is really interesting in life is that we are so different, but then so similar at the same time. And I find it just really exciting to really see the differences and see that at the end we are still common.
For example in Thailand, it was just amazing how people were so friendly even though you were tourists and like people from Germany, they walk around with such a sad face all the time. And there, they were always happy, I think also due to do their religion. I love to see like how different that it can be and how happy people can be with nothing and how unhappy people can be with everything, something like that.
I: Okay. Perfect. So you also told me about the atmosphere in the rooms, could you elaborate on that?
P: What in particular?
I: So that the room is maybe a bit more personal.
P: I think, just because like if you go to a hotel they have that one plan that every room looks the same and you see that and that and that and that and you definitely feel that you see -- okay it is a hotel room, people go there for a day or two and I think it is really that rush feeling but then you go to Airbnb, you really see that there are like small things, which you would not expect. Like, I do not know, stuffed animals or whatever like what really makes it really personal.
I: And also if you think about using the portal of Airbnb, are there also differences compared to hotels?
P: What do you mean?
Collaborative Consumption 84
I: For example when you book a room, are there also differences?
P: The differences are of course that you get in touch with the person, who it belongs to. Of course, that is like than a personal thing and you can talk about it. And I guess in general, it is anyways more about talking on a familiar base. You say like, “Hey I am from there”, like you introduce yourself. Yes, you tell a bit more about yourself. While in the hotel you just go, “I want this, for this price”, and that is fine. So the booking process itself is already more personalized. And I think, it was not that hard, I do not remember exactly, but yes, you just get in touch with someone and then you talk about it and I think that was the booking kind of.
I: So is it important for you that it is like not that difficult to book and everything?
P: Yes. Yes. That is because when you get annoyed like you think, “Okay, I just want to go on a relaxed trip”. So you really want that stuff just go easily and that you just have to click there and there and it is definitely important. Because really when you think about your holiday and you are already fed up with the booking process that it is not really leaving a nice feeling on you.
I: Okay, so is it important for you that things are easy and smoothly?
P: Definitely.
I: So what would be for example the consequences if it would be really complicated? What would it mean for your holiday?
P: I think, it would, what I said, I would get really fed up with it and really feel like, “Argh I do not need that right now”, because everybody, who goes for an holiday, wants to relax and not to have it complicated, because that is just the difference to normal life. And I do not know, maybe I would us it, maybe I would try something else, which is easier. It depends on the benefits, of course. I would still get it, like if I really wanted, of course, I would do anything to get it. But if I see there is a better option to book than I would do the other one.
I: Okay. And for example if also compare Airbnb with again with a hostel, what are the differences. What are the benefits?
Collaborative Consumption 85
P: Of Airbnb or the hostel?
I: Of Airbnb then.
P: I do not know, with Airbnb I did not do a shared one, because in a hostel, of course, you share a room. But I do not know, like I really like also hostels a lot. So I could not really say, how much better. But still it is the same to hotel that it is still more personalized and it is not like you feel you are a number. That is of course what you have when you are in a hostel, because then you get a bed, which has number five. [With Airbnb] it is just the small things; you have more space and all the personal stuff that meet the owner. But in general, I do like hostels a lot.
I: You just said that you would feel like you are just a number, is it also something you value, if you do not feel like that?
P: Definitely. Definitely. That is also when I think about jobs, I do not want to be a number, just like the employee number five, or something. So in general, I really value that, because you are not a number. Humans are also different. You should be treated like that also.
I: Okay. So it is important for you?
P: Very important.
I: Maybe anything else? Also compared to hotels, any other benefits of Airbnb you see here?
P: Yes, I think if you book there, I think it depends on the host, but they could be really open to you and show you even around, you could be friends with them later on, you could stay in contact with them or in touch, because that is what I read sometimes that people were -- Oh yes, the rating system is actually really good, because it is also really personal. But yes I saw people being, “Oh yes this girl visited me two times already”, so I think that is really nice that you could also make friends through Airbnb. Of course, it is depending on the person who rents and who is renting out. But yes, I think there is a possibility for it.
I: So it is important for you to make new friends?
P: I would love to always, if it were possible, of course.
Collaborative Consumption 86
I: So you in general value that?
P: Yes, of course. Of course, I want to meet new people.
I: As a consequence of Airbnb, you can make new friends?
P: So then it is a way better experience than in a hotel, of course.
I: So it would add to the experience?
P: Yes, of course. Definitely.
I: And so you also mentioned the rating, have you used that?
P: I have not used it yet, but I have to say that I have not used Airbnb that often. But I think I would definitely use it next time.
I: So rating in general, what are the benefits?
P: There are a lot of benefits, because rating -- like when you see pictures and you always know pictures are not always the truth because they, like a picture can tell you anything but the actual room can be so different. So if you see ratings and you know they are like and not just filtered out and that the best are there and the worst are cut out or something, if you know they are good, you can really see if it is worth it. What people say normally, if they feel it pays out or it is true. I had this with ratings, not with Airbnb, but with other ones, hotels ones, and when it was always really sure with the ratings, so I really relied on the ratings. In earlier times it worked out that it was true. So I think ratings are a great thing to do and a great thing to rely on.
I: Okay. So you just said the ratings are a good thing to rely on?
P: Yes.
I: So why do you value to have something to rely on?
P: Yes, definitely I have a kind of security.
I: Okay. So security is the consequence then.
P: Yes.
I: Imagine also Airbnb would not have any ratings, what would that then mean for you?
Collaborative Consumption 87
P: Hm.
I: So that you could not really read any stories...
P: So, much more uncertainty, definitely. Because as I said that for me, if the ratings are good, I would book almost anything, because then I know people have been there before and experienced it. But without, it would be very difficult in my opinion.
I: Uncertainty is that something you really try to avoid in live?
P: It is really like sometimes, I really like uncertainty, but if I know for example, I have worked for a holiday really hard, then I do not want anything uncertain there. If I just say to myself, “I just want to calm down for one week and just want to relax”, then I do not want any uncertainty. Just regarding my place. But of course, doing adventurous stuff does not exclude for example doing day trips or something. But yes, I do not know if, like for example in Thailand, I did not care a lot about my accommodations, because it was more about the experience and sometimes it is nice to go somewhere you do not know what will happen.
Really depends on the situation, what you are looking for in that situation.
I: Okay, so you also value adventures in some cases?
P: Yes, of course.
I: Could Airbnb also be an adventure for you as well?
P: Actually, of course. Are you talking about if there would be no ratings?
I: Yes, or also more in general. In a hotel you might not worry that something goes wrong, but with Airbnb this might maybe not be the case?
P: Well that is true, that is actually really true because there you do not know exactly what will be coming to you. I really like that in that way. Just the basics I need to know, like that it looks tidy and not like a mess and that stuff. But for the rest, it would be fun.
I: So you need some security like the room is okay and everything?
Collaborative Consumption 88
P: Yes and that I have a bed for example and that there are no bucks in it or something weird, so you know, that that basic stuff. But for the rest, yes I would not mind if there was some adventure.
I: Okay. Do you like to have more adventures or more security in life?
P: I think it is really the same than what I look for in the rooms. The basic stuff needs to be really secured. So that I have a home for example, that I have food -- really that basic stuff.
But I love then when life sometimes turns around and there is something that I completely did not expect. Definitely love that.
I: So imagine you book a room at Airbnb, what could happen that is unexpected?
P: There is a double booking, that there is a cat, or I do know, that the owner totally does not look like I imagined. I do not know. Yes, something like that or that the owner wants to have breakfast every day. I do not know, like a habit from the different cultures, of the owner.
I: So you do not really know what will happen in some aspects. But in general, do you like to plan of your trip?
P: I definitely want to know what I pay. But let us for example say, it would turn out to be the best adventure I ever had, than, of course, I give more money, I guess. But yes the price is something I want to know, that I have a bed, like the basic stuff that should be secure.
I: Okay. Perfect. So anything else you think about Airbnb or you would like to ask?
P: I think that is pretty much it.
I: Okay. So first of all thank you very much for your collaboration.
P: You are welcome.
I: I would like to ask you if I could contact you later, if I have any questions?
P: Sure.
I: Thank you very much.
Collaborative Consumption 89
Respondent D
The interview took place via Skype. The interview started with a brief introduction of the purpose of the interview. Again, the participant agreed to tape recording of the interview.
Again, the participant was then asked to introduce himself. The twenty-six years old participant is a young professional in taxation and accounting working in Germany. The participant values travelling highly and would like to travel more often if work and time would allow for that.
I: So for all my participants I checked before, if they have used Airbnb or planned to use it or not, because I have the two groups, like people who do not want to use, I want to find out, why they are resistant and people, who chose to use it or already used it, I want to know why exactly they chose it. Maybe if you think about why you chose to book a room over Airbnb, what were the benefits that motivated you to book a room through Airbnb?
P: You get in contact with the people that live in that country or in that city. I think, they know more about the sights and special places there and I think they can give you some hints where you can go, or where you find some special food, or see some special places. That is an important aspect of Airbnb that you have the contact with the people who live there.
I: Okay. So you said two things. First of all, you get in contact with the people there and of course, also that you get some advices and tips where to go. So maybe we start with the relational part. Why is that important for you to meet some locals from the place where you go to?
P: I do not know. I think, I like it more because I know and learn more about the people there than going to some museums or stuff like that. I think you learn more about a place or a city if you meet the people from there and you can talk with them and spend some time with them.
When I was on holidays, I remember afterwards more meeting people and having a nice conversation with them instead of just walking around.
Collaborative Consumption 90
I: So you say that in the end, after having been on a holiday, you remember more the personal contacts that happened? In general, do you value personal contacts?
P: Yes, for me it is really important. As I mentioned, I am in a band and I play soccer. So you have always to do a lot with other people and I think it is very important and I like it very much to see what other people are doing or living.
I: Perfect. If you think a little bit further. Imagine you would book a hostel, so what is the difference from a hostel to Airbnb, especially what are the benefits of Airbnb compared to a hostel?
P: I think in a hostel maybe you are a little more on your own, you are not with another person. At Airbnb, you can spend time with the person you stay at. You can have breakfast with them or in the evening you can drink with the person. You can talk a little bit. I think that is a benefit of Airbnb. At a hostel you are more on your own and I think it is a bit more relaxed because you do not have to be with another person. You have no host at a hostel.
I: That can be also nice?
P: Yes.
I: If you think about a hotel, compared to that, is there something else which makes Airbnb more special compared to that?
P: Yes, I think hotels are in the end always the same. You have the same furniture and same rooms. The breakfast is the same and it is more luxury, but I do not really need that. It is more an adventure to use Airbnb than to stay in a hotel that is safer. In comparison to Airbnb, it is maybe more boring. It is not bad, sometimes you also need a hotel if you want to relax but when you want a little bit more action than you use Airbnb.
I: Okay, thank you. So you say also that there is also a kind of adventure behind Airbnb?
P: Yes, I think so. Because you have contact with the people who life there in this country and they spend a little time with you and they show you some places that you would never find on your own. It can be really a bit like an adventure compared to standard trips.
Collaborative Consumption 91
I: So it is not a standard holiday then?
P: Yes.
I: You also mentioned in the beginning and also said now that you get also some advises and tips from the locals. What is different, what makes it more interesting to get tips from locals?
P: Yes, I think they can show you some places, which you would never find on your own or some restaurants where you can eat the special food from there or see maybe some typical pubs or taverns where only the people who life there go. You can mix up with them and see how they life. If you only go to the typical tourist places, where you only see the other tourists from maybe even your own country. So I think you can get this from Airbnb and not always from the hotel. Maybe they send you to the same place there they sent everyone. At Airbnb, they will maybe show you different places. I think that is very good.
I: Now a more difficult question. So you see the more local places and the more local restaurants, why do you value that? Why do you like to see that aspect of the country as well?
P: Okay, because I cannot have that in my own country. Then I travel, I want to see something special, because you can only travel a times in the year and then you are at this place, at this country, I want to see something different, something special. Because I know, I maybe never go to see this place again. So have to use the chance, you know?
I: Yes.
P: To see some special things. When I am at home, I want to remember that. Even years later,
I want to have some nice feelings about it, my journey. I think, if you are at some special places it has more value as if you stay at places there everybody goes. Because you have always some, in every city or country, you have some sights (inc. microphone rustling): When you visit Berlin you have to visit the Brandenburger Tor, that is for sure, but besides this places, I think, it is also very important that you see at least one or two special or secret places.
I: What kind of feeling do you have when you see special places?
Collaborative Consumption 92
P: It is hard to describe, it is a nice and warm feeling and you know that you are there with a special person, your girlfriend for example, when it makes you feel very good and excited.
I: So a good feeling and excitement, both?
P: Yes, both. Mostly you just want to already go to the next holiday when you think about your last holiday.
I: Okay. Perfect. Is there anything left, or do you thing that you already mentioned the most important aspects?
P: Yes, I think so. So you do not have any questions anymore?
I: No, that is fine then from my side. Thank you very much for your collaboration. You helped me a lot and may I contact you if I have any further questions?
P: Yes, of course. For sure!
I: So then thank you very much.
Respondent E
The interview took place in a quiet café in Amsterdam. The interview started with a brief introduction of the purpose of the interview. The participant agreed to tape recording of the interview. Again, the participant gave a brief introduction. The twenty years old participant is a student in Amsterdam and is doing right now an internship. In general, the participant highly values travelling and travels quite often.
I: So as you told me you already used Airbnb.
P: Yes, that is right.
I: And so for which reasons did you decide to go for Airbnb and not for example for a hotel or hostel?
Collaborative Consumption 93
P: Well, my first experience was with an Airbnb in New York and I wanted to stay there with a friend. And my mother told me, you can also book via Airbnb. I think then we went to New
York that was in 2013, so then it was like the start of the whole Airbnb trend, so then she told me, you should take a look at the Airbnb and then look for a room. And it was really nice because then you have your own bathroom and then you also have a kitchen where you can cook and that was also really nice for me because New York is already pretty expensive and if you also have your own facilities as a kitchen then you can also have dinner over there. Feels also a bit like a home and not like a boring apartment, which is just a bed and a table and it feels more personal and that was also something that I really liked about Airbnb.
I: Okay. So the consequences of having the kitchen and the bathroom is that you feel more like home?
P: Yes, exactly.
I: So is it important for you to feel like home? So something you value and look for?
P: It is not really that I want to feel at home, but like the facilities are nice and there is a kitchen for your own is that is really nice. And there was also roommate and she sometimes was at home and she gave me tips where to go and that was also really nice. So just that combination was something for me to decide to book an Airbnb.
I: Okay and so that there was someone who gave few tips, how did that help you? What was the benefit of that?
P: Like an insight to New York, because she already lived there for a couple of years and so she knew some nice places where to go and what to visit. And so that was nice.
I: And then because you have got the tips of her what did that mean then for you like. What were consequences?
P: The consequences were if I did not book that Airbnb I would not get her tips.
I: For example imagine you going to a hotel what would then be the difference?
Collaborative Consumption 94
P: Going to a hotel, of course there is a reception but then it is the more general tourist information. Yes and this is really more like the real inside information from the real New
Yorker. You do not get that at a hotel and at a hotel they probably give the more the tourist traps and the more boring thinks I think.
I: So you like to discover the city also from a different perspective maybe?
P: Yes, exactly, like from the real New York perspective, so not in a tourist way. Of course, I want to do the tourist things as well, but I also like the insider things you do not really know when you go there and on a holiday unless you get the tip from real New York insider.
I: So then a different experience?
P: Yes.
I: Okay, so we talked that the holiday is maybe cheaper because of the kitchen for example, and then we talked about that it is a different experience as you get tips from people from there. Is there also something else?
P: Yes, it is also really nice to see for me how people live in another country or in another city because yes you stay at their homes and sleep in their beds and then you really get a peek into their lives. So that was also something you do not see that often, because when you go on holiday, I mostly went into hotels and this is just not personal. But when you book an Airbnb, you really see how people live there. Yes that is pretty interesting for me. I am most curious how people live. So yeah that is also something cool from an Airbnb.
I: Okay. So if you think even a bit further so you like from the experience side. You get to know other people, why do you value that?
P: That you share something.
I: Okay, let us think a little bit further.
P: I do not know. So you share something, you share your room and then your experience.
I: Again, then you go to a hotel or hostel you just see maybe the same hotel chains. They look the same in every city. So when you go to an Airbnb you get...
Collaborative Consumption 95
P: ... more original or more personal.
I: Okay, so more like a personal experience?
P: Yes, you have more personal experience.
I: Anything else when you think of Airbnb that you value? So something you value or you that is why you chose it?
P: For example that there is a kitchen and the personal experience and that there are the facilities as the kitchen. That is nice.
I: Maybe because you can save some money? Because you said it is also cheaper.
P: Yes, exactly. Because when there is a kitchen you can just buy some groceries and do your cooking inside the apartment. Which is also really nice.
I: What does it mean then if you save some money you. Like if you think of the further?
P: When you save some money, you can spend into other things.
I: Do you like to control the money you spent?
P: No. I really like the option that you can cook in your own room. So you do not have to go out for dinner on your whole holiday. So that is something nice.
I: So it is convenient?
P: So yes it is really convenient. So you do not need to go out every time for dinner, because you can also relax a bit, if you are home and then cook something. So yes it feels like home.
So yes that is nice for me.
I: Okay. Anything else you think of? Or are those the most important reasons?
P: So you mean, why I chose Airbnb?
I: Yes.
P: I think that are all the things that I like about Airbnb.
I: Perfect, do you have any questions for me?
P: No.
I: Okay, perfect. Thank you very much for the interview.
Collaborative Consumption 96
P: You are welcome.
Respondent F
The interview took place in a quiet café. The interview started with a brief introduction of the purpose of the interview. Again, the participant was then asked to introduce herself. The participant studies business communication in Switzerland. She indicates to love to travel and to travel as much as possible. Normally, she indicates that the choice of accommodation depends on how long she is travelling and with whom. She also agreed to the interview being recorded.
I: So you also told me that you already tried Airbnb. Why did you decide for that?
P: We were two of us. We decided to go to Greece. Kreta was it. We wanted to have something cheap that we could stay for two weeks, I think, that was it. Also something there you have your own kitchen. So we could cook for ourselves. We checked a lot of booking sites as well but we have found through Airbnb quite nice places. And we also decided for one of those. It was actually not a private guy when we arrived there. We saw that there are other apartments like this. It was more of an apartment renting service that also did adverts in
Airbnb.
I: Okay. So more commercial?
P: Pretty much, yes. But it was really nice. It was very personal because there was a man, who cared for everyone. He gave us a lot of tips, how to get around, there the next supermarket is. There it was more on a personal level than normally when you are at a hotel and you go to the reception that tells you there all the tourists go. That was nice.
I: Okay, so first you said that it was a little bit cheaper, did you value that then?
P: It depends, but in general I like a good balance between quality and price.
Collaborative Consumption 97
I: Why is that important to you to have this balance?
P: Because I think that in a lot of hotels you pay their names. So they are overpriced. You pay a lot of money and do not get the value out of it. I like it a bit more small and personal.
I: So you also said that there was someone what gave you some tips and it was more personal.
What did that mean than for your holiday?
P: It just gives a more individual touch, I think. People do give you tips that you probably would not get from a normal tourist center or people that really work with tourists all the time, because the people that rent the flat are actually habitants of that city.
I: So when you get in touch with habitants of the city, what else happens? Did you chat about other things?
P: There was a common place where all the others from the apartments as well sat there. We could have talked to and have a nice evening.
I: Okay. So you valued that.
P: Yes, that was quite nice.
I: And in general do you value to have some personal contacts, why is that important for you in life?
P: Yes it is very important for me. But I think it is also important that you have the possibility to choose. So if I am going for Airbnb I always look that I have my own apartment that I do not share it with other people that I do not know. That is too close for me.
I: Okay. So you do not like if you have to share? Why?
P: No. I do not like that than I go for an Airbnb. I do not care if in hostels if you have other people lying in the bed but not like when sharing an apartment. Feels just very intimate, because you share everything and I do not really want that.
I: Okay. If you compare Airbnb to hostels are there also any other benefits you could imagine?
Collaborative Consumption 98
P: Yes. For example now we are traveling as a group of four to Prague. And we rented a whole flat for us from Airbnb as well. It was just really nice because you have different rooms, but still it is like a flat so you have a common room. You feel more at home because the whole structure of what you book is like a flat.
I: Okay. So you value that you feel like home?
P: Yes.
I: And is it something you in general look for when you go for holiday? Or only if you go by an Airbnb?
P: It is more something I go for when I am with Airbnb. Also when I am with a group of friends. I think it is different when I go with my boyfriend for example. Normally, we just really want to have a holiday experience and than it is fine to take a hotel room where you know that is a hotel and you do not have to clean up and the stuff. But when you are in a group of four, I think it is really nice because probably we get more keys than one. You are flexible also to split up if you want to and everyone has his privacy. I think that is important if you are not like this close that you want to share one bed, it is nice to have a bit of room.
I: Okay. Perfect. Compared to a hotel, what is an advantage of Airbnb?
P: Mostly that you have your own kitchen, I think. You really have the possibility to cook and just as I said, it is more personal.
I: Why do you value to have your own kitchen in your holidays?
P: It is just, the holidays are expensive enough in general and there are a lot of nice places where you can buy food and do your own dinner or lunch. Especially, if you have a balcony, for example it is nice to just sit there and look over a city and have your own lunch. I think, you do not always have to go out and spend a lot of money.
I: Okay. So is it a mix of the money but also it is nice?
P: Yes.
I: Okay. Anything else you think of which is really nice at Airbnb?
Collaborative Consumption 99
P: Well, I think it is nice to know that you actually have to deal with people. Normally, they offer you different services and you can talk to them what you would like to have or you do not want. Well, you just get in contact with someone and it is not as strict as when you go through a booking service, where you just get a confirmation mail. But here you really get in touch with people from there.
I: Okay. Then thank you very much for the interview. I think we covered now many aspects.
Do you have any questions for me?
P: No.
I: And may I contact you if I have any further questions?
P: Yes, of course.
I: Thank you very much.
Respondent G
The interview was performed over Skype. The interview started with a brief introduction of the purpose of the interview. Again, the participant agreed to the interview being voice recorded. Then, the participant gave also a brief introduction. The participant is a twenty-four years old student and is studying to become a teacher in Dublin, Ireland. Again the participant indicated a high passion for travelling, especially going to cities to meet a lot of different people and discover new cultures.
The participant added: “You cannot really know anything about the world if you have not seen it.”
I: I know that you already booked a room via Airbnb. Now I am wondering why did you decide to book a room via Airbnb?
Collaborative Consumption 100
P: So I stayed in Airbnb the first ten days during my stay in Ireland and I chose Airbnb for a number of reasons. First, I wanted to stay in the bed and breakfast, but because I think all international students, who started studying the UCD last September, booked Airbnb to find accommodation in Dublin. It was just, there were not any available rooms left and those which were available were far to expensive like I found one where I would have had to pay more then one thousand two hundred euro for ten nights and then I talked to a friend and she said: “Why do you not try an Airbnb?” I had heard about it before, but I had not really an idea what is like. So yes, I thought, why not. So that is why I ended up in an Airbnb.
I: Okay. So you ended up there because a friend told you about it?
P: Yes.
I: And it was much cheaper?
P: Yes. I found a few really, really cheap offers, like I think thirty euros per night, something like that, but in the end I chose one which was more expensive, I think it was one of the most expensive offers. I had to pay, I think it was sixty euros per night, but I chose it, because it was close to UCD, the accommodation and the rating was really good. I think there were only positive things. It just looked very trustworthy. Like the hosts had a picture of themselves on the page. I think they also verified their identity or something like that. They have uploaded a lot of pictures of the house and I just felt that I could trust them and that it would help me to stay with them, like you know when I went Ireland and everything, I was kind of frightening, because I did not know anyone, I did not really know in the city, I just thought it would help to stay in the family, because it is not just that anonymous as if you stay in a hostel.
I: Okay. Now you mentioned many things. So maybe let us start with that it is a bit cheaper.
So is it in general important for you if you travel that you can keep track of what you pay?
P: It is important for me, but I would say, I would not try to travel as cheap as possible. So I do not really choose like the cheapest room and the cheapest hostel. I still want to have some
Collaborative Consumption 101 kind of standard. I want to feel comfortable. I just do not like run down and dirty places, because it is just like when it is my holiday, I want to enjoy it.
I: Okay. And then you also mentioned that there were pictures of the hosts and you looked at the ratings. So is that important for you to have that? And why?
P: It is, yes, because I like to plan everything and I do not really like surprises. Like before I book something, I always try to find out as much as much as possible. Yet it is really important to have pictures to see the people I will stay with, basically to see the room and the house.
I: Okay. And so why do you not like surprises?
P: I guess, I am just the kind of person. I do not know. There are people who love surprises.
They do not really plan ahead. They just see what happens. But I am just not like that. I need security, because I am always worried that something will go wrong.
I: Okay. Then you also told me that there was a kind of trust you had in the people from the platform, So maybe you could also tell me a bit more about that?
P: So I stayed with a family, a married couple in their fifties, two sons, I think of my age twenty-one and the other one was twenty-three and they also had a dog, which I really liked.
Yes, I do not know, they just they just looked very nice to me and I felt immediately that I would feel well there. So I wanted to stay with people to whom I could talk to. I just did not want to feel alone. This was actually my primary motivation. I was afraid of being alone.
I: Okay. When you travel, especially in that case, you like to get know other people and to get in contact with them?
P: Yes. Of course, it was kind of a special situation, because I came to Ireland for nine months and I just needed a place for ten days before I could move into my actual accommodation. Yes, usually I do not travel alone. Usually, I have somebody I can talk to all the time, but in that case felt that I need people around me. Not like in a hostel, because
Collaborative Consumption 102 there are a lot of people, but it is more anonymous. I wanted to have it more private, to have more close contact.
I: Maybe if we summarize it, then you book the Airbnb you were looking for more than just a room?
P: Yes.
I: Maybe you could tell me again what was the “more”?
P: As I already said, I was really nervous before I went to Ireland, because it was the first time when I went abroad for such a long time and alone. I wanted to feel welcome. I wanted to -- yes, I just wanted to have kind of, I would not say family, but actually that was the reason. I just thought it would be nice to stay in a family. I also talked to the woman, who offered the room on Airbnb, and one of her sons just finished studying in UCD. She said immediately: “You can talk to him. He will help you. We will take care of you. Help you with everything.” And this gave me such confidence that actually everything will be alright, because I was really worried, because it was impossible to find an accommodation. I think, I have not even mentioned that. I only booked an Airbnb because I could not find a room in
Dublin. Yes, so I was kind of forced to take and Airbnb, because the housing situation in
Dublin is just awful. There are too many people, who are looking for apartments, and not enough apartments and it is really frightening.
P: Airbnb is just a different source of getting a room?
I: Yes and everybody told me that it is easier to look for accommodation when you are actually in Dublin. When you are not in Dublin or not in Ireland, you always have to ask: “Is possible that we can use Skype and you just show me the room on Skype or is it possible if we just talk on the pone?” And most of the people, who want to rent their rooms, do not really like that. I mean I can totally totally understand that they want to meet the person. They rent the room to a person. So I thought, okay so you cannot find a room from Germany, so you have to go to Dublin to look for an accommodation.
Collaborative Consumption 103
I: Okay. So that was really helpful.
P: So the first reason was that I just needed a place where I could stay, while I was looking for my actual accommodation. And the second was that I wanted to have really close contact to other people.
I: And in general, why do you value personal contacts? Why do you need that?
P: I did not want to feel lonely. For me it was really important to have people I could talk to.
Because I did not know anyone in Dublin and I knew I had to stay there for the next nine months. It was not just that I knew I would leave after a few days, then I would not have cared that much. But it just gave me a feeling of security to know that they would help me and that there is somebody I can ask questions.
I: Okay. Maybe also for the future if you would go now for holiday and you have the choice between a hotel and an accommodation of Airbnb is there any advantage of Airbnb compared to that?
P: Well, I would say it is cheaper. Okay, if you do not go for the cheapest hotel. And it is more personal. I think most of the Airbnb hosts offer their help, like for example if you want to know which bus to take to go to a specific site. Yes, you just have locals. They just know more about the place, I think. In a hotel, they probably also can tell you a lot about the city, but I sometimes feel like they do not really like it, you know, they do it, because they have to do it. In Airbnb they tell you everything they know, because they want you to have a good time, they want you to enjoy your time at their place. So it is just a different atmosphere.
I: Okay, so two things, you value their advices?
P: Yes.
I: And then maybe as you said there is also a different atmosphere. Maybe you can tell a bit more about that.
P: Yes. It is more private. It is not that anonymous. But I think it depends on what you are looking for. For example, I do not know, if you want to spend a romantic weekend with your
Collaborative Consumption 104 boyfriend, I would not choose Airbnb, because it would be too private. The contact between you and your host would be to close. So in that case, I would prefer a hotel, if you want to have your privacy. But if you really want to get to know the locals and if you want to discover, I would say Airbnb is the better choice.
P: And then also if you think about hostels, maybe you could tell me compared to them the benefits of Airbnb?
I: So I would say that there are a lot of benefits. The only benefit a hostel has is that it is really cheap. But in general, I hate hostels. Even the good ones, I think it is awful that you have to share your room with strangers. That actually you have only a bed and if you are lucky, you have the locker under your bed, but sometimes you just have to leave your suitcase in the room. You never really know what the other people do. You have to share your bathroom. It is just too much contact with strangers. With Airbnb, it is kind of a mixture with what you get in hotel and what you get in a hostel. The contact to your host, like to the people of this house, is closer, but you still can have your privacy if you want to, because nobody forces you to talk to them and you can also just stay in your room. In a hotel, you have your privacy, because nobody really wants to talk to you. And in the hostel there is no privacy, not at all. So for me it is always really stressful then I have to stay in a hostel. I mean of course, I do it quite often, because it is cheap. If you need a place to stay, if you only a few days before you travel, a hostel is usually the best choice.
P: So you said it is more stressful at hostels, why do you then like to avoid stress?
I: I think it is just part of going on vacation, because every day life is stressful enough. If you travel, I think, most of the people, or everyone travels, to escape everyday life and the stress of work.
I: Okay. So what exactly do you seek then for?
Collaborative Consumption 105
P: Yes, I try to escape. That is the best way to describe it. I travel to escape from my daily routine. I want to see different places. Just do everything I cannot do normally. Like when I just stay at home.
I: Okay. Then I think maybe one last question. That you can see a different place, why is that important for you?
P: To see different places?
I: Yes.
P: I am just very interested in different countries, different cultures. I just love to see how people life in other cities. I love to compare what are the differences between my life and theirs. Are there advantages or disadvantages compared to Germany? I just like to explore.
I: Okay and why do you like to explore?
P: Hm.
I: What is a feeling or value behind that?
P: Hm. I just think this is important. Not only for me, but also for everyone in general. It is important to be open-minded and to see and appreciate different things. Yes, to kind of leave the comfort zone. You know, because I think it just gives you a better understanding of everything that happens around you. It shapes your identity.
P: So it is something for yourself that you can do and for you as person as well?
I: Yes.
P: Anything else you would like to add or ask?
I: Let me think for a moment. I think, I mentioned everything.
P: Okay. Then thank you very much and you helped me a lot. And can I contact you if I have any further questions?
I: Of course, you can.
P: Thank you very much then.
Collaborative Consumption 106
Respondent H
This interview was also conducted through Skype. The interview started with a brief introduction of the purpose of the interview. The participant also agreed to tape recording of the interview. Then, the participant gave also a brief introduction. The participant studies in
Barcelona and was very interested in the topic of Airbnb and has already used it a couple of times. In particular, the participant is a passionate traveller and has already seen various places. Interestingly, the participant also asked a lot of questions in the end of the interview and seemed well informed about the topic.
I: And so you already told me that you already booked a room at Airbnb?
P: Yes, that is true.
I: And so then you were in the booking process, what kind of attributes or functions have you valued?
P: Well, I always -- at Airbnb for example, I looked how close it is to the city center. When I was in London, I looked for one that was, of course, had a good price, but also was close to the city center, because it does not make sense to book something very far away. Then, what my friends and also I always look for is, does it has Wi-Fi, is it well located, the price, and also I check the reviews of other people, what they have written for example. What other attributes? Well, maybe for us the number of beds, or if it is clean. But to be honest, I would really say the major points are location and the price. And I look at the pictures, if it looks nice.
I: Okay. So maybe let us first elaborate on the location. Why is the location important for you?
P: The location is important for me, because I want to be in a safe environment. And also I think, it would be nice to be closer, to travel to the most of the sights of a place. So like in
Collaborative Consumption 107
London, I was very close to the tunnel bridge, so I did not have walk very far to get to the place that I would like to see.
I: And you also said that the price is important?
P: Of course, I always check that there is a good price. I think that I have had very, very cheap Airbnbs and there is a really, really good price. I always look for the price. I do not think, I would ever book an Airbnb that would be like maybe more than twenty or thirty Euro per night. Then I would probably go to a hostel.
I: Okay, perfect. So you told me now about that you can find places in good locations and that the price is good, right?
P: Yes.
I: And before, you also told me that there are some ratings and reviews. So what is that about?
P: Well, many times there is like a review of people that have already stayed with the host, and they said that the host was very nice, that for example, I also look at the time of arrival, like which time it is possible to arrive. And then they said that it was a very nice place. They were very friendly. It was very clean. And many times people say that the place looked like exactly like they expected it from the pictures. There is no big surprise or anything.
I: Okay.
P: So I do not know. I also give a review and then it is nice to receive one. I think that really shows if you are a good host or a good visitor, vice versa.
I: Okay, so you just said that it is not a fake place. Why is it important for you to know?
P: Safe place?
I: That it is not fake place.
P: Okay, not safe. Well, I think that where there are many weird and dangerous areas. So I prefer to be in the city center, that it is close to a metro station or close to other bus stations. If
Collaborative Consumption 108 it is far away, maybe something dangerous could happen and so I think, safety would also be very important.
I: Okay, and so let us maybe go back to the host. So you can read the reviews about them.
Imagine there would not be any, like, ratings or any texts about them, would you can still book a room for Airbnb?
P: I think, I guess so. I mean, I have had like maybe one time I booked a room there was only one rating. Or I do not remember, it was no rating at all, because the person just started it.
Because actually first, I was not so well known with the Airbnb thing. So I did not even know that there were ratings and everything. I mostly look at the price. But usually, I guess you book it and then you confirm it. But then I also ask the person to give me their phone number so I could communicate with them on What's App or I call them and stuff like that.
I: Okay, so why was it then important for you to get this personal number and to contact the people before you actually went there?
P: For me, for example for when I stayed one time in Austria it was important, because we were going to arrive very late. So my sister, she was already there because she lived there. So for example she picked up the key for me and she contacted the people. And also one other time, I had to make an appointment, I had to meet the girl, she told me where I have to go, which metro station, which entrance, which exit to take, where to meet her. So it was for me important to communicate with them and tell them what time I will arrive and then if I need then maybe some stuff like towels or I do not know, in what time to leave and how we should make it with the key and everything.
I: Okay, so to kind of organize the stay?
P: Yes, exactly.
I: So is it important for you that you can organize things before and kind of you are in charge of doing things?
Collaborative Consumption 109
P: Well, yes, I think if I book a trip, I want it to be very well structured and many times you go to another city afterwards where you have another Airbnb so everything has to be organized, and I tried to take care of having everything structured.
I: Okay, so what would maybe happen if things would not be structured?
P: If things would not be structured, I do not know. For example, when we one time were in an Airbnb, we wrote the woman that we are there, that she did not arrive for twenty minutes.
So first we were a little bit worried that they canceled or something. But then she came, so it was good. But I do not know, sometimes I feel like you book this room, but it is nothing like you are booking a hotel. There is always a grey zone, I feel. I am not sure; I have not made the experience that someone cancels on me. But I still feel like there is a grey zone. What if for example really they would not come, would I be able to get my money back? Could I file a complaint? I am not sure about that actually.
I: Okay, so there is kind of some risk involved?
P: I think there is risk involved. I am not sure how big it is.
I: Okay. But then still, like you still book rooms. So you do not care, so you are aware of it but it does not hinder you?
P: Yes, well, I do not know if I have already said it, but for me, if I travel with a group of people, with some friends, it is very convenient to book on Airbnb. But if I travel with myself,
I do not think I would book the whole Airbnb accommodation. I would prefer to be in a hostel, so I meet people.
I: So is it more about the meeting of people or is there something else why you would not go to an Airbnb place by yourself?
P: Well, one time I went to an Airbnb by myself and this was actually many times that you were there that the people were just renting one room of their apartment to you. So for example, in London I stayed with on a couch of a girl, and then in Barcelona, I stayed with family. So that was a little bit weird, because I was like using all of, I did not know if I could
Collaborative Consumption 110 use everything, like a normal position in the place, that was like the kid, the dog, the parents. I felt like I had so much my privacy I felt like.
I: Okay so you did not really value that it was really personal? Would you rather prefer to be like a bit more private during your stay?
P: Well, I think for an Airbnb, I did not like so much to be with this family, because as I said,
I had to keep up with their rules. They had a child. I do not want to disturb them at night. But if you are alone at Airbnb, you can do whatever you want. It is really your own place or if you are there with friends and, I do not know. Not sure, if I answered the question right.
I: Yes, that is fine. Okay, so I think you basically mentioned already a lot. So maybe just sum up like, I think you already said that there is also difference to hotels. Is for maybe something else, which makes Airbnb be a better choice compared to hotels, like any other aspect?
P: For me what I really appreciate about an Airbnb is that for example it was also much cheaper, because you can buy your food and you can cook your own food. It was for example really then I was with my friends, it was really like we had our own little place. We could make our breakfast, our dinner. It was a very nice atmosphere. Like in a hotel, I do not think it is the same. It is much more expensive, you would never eat in the hotel, maybe the breakfast, but then you would not eat at any other time. There is usually no offer to have like lunch or dinner there.
I: Okay, so like maybe you could tell me a bit more about the atmosphere like you are there with your friends and you prepare some food in the kitchen. So what kind of atmospheres is that? So why do you value that instead of like for example going out to a restaurant?
P: Well, it is more like a home atmosphere actually. Like for me and my friends it was really nice together, because we had our own little space and it was our trip and it made us get closer to each other. If we had been in a hotel, maybe two of us would have stayed in one room, the
Collaborative Consumption 111 other two in the other room. And it is not like we would be so close to each other and would get to know each other so well.
I: Okay, so it was important for you to also get closer with your friends, your personal relationships?
P: Yes, definitely. I do not know for example when I stay in a hostel, the people that are in my room, I am not sure if I would build a relationship with them, rather I would be just sharing the room with them. But if you go to an Airbnb, you have the intention of going there with your friends, spending time together, enjoying it together, drinking wine in the evening, having a nice atmosphere, watching movie for example. We have the freedom to do whatever we want and at whatever time.
I: Okay, so you also say there is more freedom involved?
P: Yes.
I: Okay. And yes maybe a complicated question now. So, you just said that like with your friends, you could hang out of them. Do you value that? Why is it important to you in life to have like personal relations and contacts?
P: Yes, I actually had, how to say, had some classes about, well I do not know if it is maybe farfetched, neuron-leadership and some communication stuff, and I identified myself as a person that is -- for example my color is red -- so I am relationship oriented. I need to have a status. I need to know a lot of people. And whenever, like for example, I need something, I feel like there is always somebody in some company or in some place that can help me that has an answer or that knows a contact, know what I mean?
I: Yes.
P: I am a relationship-oriented person.
I: Okay. So you already also said that like in hostels this would not really be happening with people around you. You would not maybe really get in contact with them. Is there anything else left which makes Airbnb better place compared to hostels?
Collaborative Consumption 112
P: Well, in a hostel I feel like you do not know who are going to be the people you will stay with. So one time I had stayed for example in a hostel and there were some really -- I was in a shared room with like six people and there were some really creepy people, like some weird guys. So after having had this experience, I always booked a room just for a woman. When I was at my last hostel that I stayed, I was in a room with four people, just four woman, because you never know who is in there. Also, many times you have to share the bathroom, and all the cleaning facilities. I do not know, I feel like it is not so -- you do not know if it is very clean or who has slept in the bed.
I: So it might not be that clean. And also you said you rather stay with girls, why is that important for you?
P: Well, I do not mind staying in a hostel. I really do not mind. It is fine, but I still think that it depends on how you travel, where you travel. But still with Airbnb it is something like going on a vacation with your friends in your own house.
I: Okay. Now you told me a lot. Thank you very much and I think you also covered all the aspects I wanted to know so thank you for that. And maybe could I contact you if I have any further questions?
P: Yes, of course.
I: Okay, so any question from your side?
P: Well, I want to know what -- maybe you could tell me a little bit more about what you are trying to find out, like are you trying making like a case study for Airbnb or trying to find out where they can do good or better or I do not know, maybe you can give me a little more insights about the topic of your thesis and what is your goal.
I: Okay, so in general if you do a survey, you kind of get the attributes, why people like a place. Maybe they say, okay it is cheaper or it is good located. But there is a theory that for every decision you take, for every attribute you favor, there is a value behind. So people have different values. And with the choices they make, they kind of pursue their values. And that
Collaborative Consumption 113 is why I also ask like “why is that important” and so on. Because I really -- because first you tell me, why you like it. So maybe because, like I do not know, you like to have your friends around you in a flat and prepare food in the kitchen together, that are attributes you value of an Airbnb. Why is that so? Then you told me that you value relationships so you kind of seek that in certain attributes. Or I had a friend and she really valued the numerous choices you have with Airbnb. Later it became obvious that she really values freedom and that is also what drives her in certain decisions. So it is a bit more psychological.
P: Interesting. And are you going with the case study to make use of it, like send it to a company or send it to someone or is it just for you?
I: No, just for the university and me.
P: And why did you come up with this topic?
I: I actually wanted to have a new topic and rather explore than quantify, so that was the perfect opportunity. In addition, I think it is interesting to ask consumers. I like that rather than expert interviews. I actually wanted to talk to people and see how they think. I think it is really interesting to see why people adapt to innovations or not.
P: Can I ask one more question? I have heard that, today on the news, they were talking about that Airbnb is getting bigger and bigger but actually there is a problem that sometimes it is illegal. So, maybe they want to make a rule or that I think, I heard from the news today in
Germany that the people, who actually live in the apartment or live in the complex of apartments, now they do not like it that tourists are coming there to live there. I do not know, if that is important or something.
I: Yes, I think it depends, because there are so many countries and cities. So even if one country would ban it, it would still make sense in many places, but I think it will definitely change and get more standardized and there will be rules, because right now, there are holes in the legislation.
P: My friend is renting illegally, actually.
Collaborative Consumption 114
I: Okay, so that is the thing, so right now, it still works like that. But I guess, yes, I think it would still work with some rules. But yes, depends what will happen.
P: Okay, than also thank you very much for answering my questions.
I: Thank you very much then for you collaboration.
Respondent I
The interview took place through Skype. The interview started with a brief introduction of the purpose of the interview. The participant agreed to tape recording of the interview. Then, the participant gave also a brief introduction. The participant is twenty-six years old studying
Business Administration at the University of Amsterdam. The participant indicated to travel at least once or twice a year and enjoys travelling a lot.
P: So the last time I travelled I used Airbnb. So I think that is my new default. And yes so I did Airbnb earlier this year and around January.
I: Okay, perfect, because that was also my next question so you already used Airbnb.
P: Yes.
I: So maybe if you think back when you booked the Airbnb, what were the reasons which made you decide to book an Airbnb and not a hostel or hotel?
P: Okay. So hotel is very expensive and I do not have the income for that yet. I also think it is cool that it is an apartment and the facilities and it is kind of like living somewhere for a temporary amount of time and not like going to hotel where you need people cleaning up after you and you have to pay extra for this. Like it is a lot more down to earth. In the hostel, I feel like it is for when you are younger and like you do not mind sharing like being in the rooms with eight people and you do not know if people can steal your staff. If you like hostels, is like for younger people and more like backpackers.
Collaborative Consumption 115
I: Okay, perfect. So you just said like you are someone else's home and it is not maybe the hotel atmosphere. So could you maybe a little bit elaborate on that?
P: Yes. So I like -- I do not know -- a lot of hosts put a lot of effort into hosting like at
Airbnb. They make guides and they leave like everything for you like sheets, towels, even food in the fridge. You know, they have TV and they get like -- I do not know, they just have like everything, balcony -- basically you choose what you want, which is nice. It is also nice being -- like finding houses that are so different and where you live and like it makes you kind of more local to see how they live there. And also a big part of why I did it was because I was going by myself to a conference and I would rather not be there alone so it is also like the social aspect. So we found like -- we were four people that we just got together through the
Facebook group for the event and we just got the Airbnb together and then like it you had new roommates for like four day. So that is also a big part of it is like the social part. And yes hotel is more (inc. microphone rustling) and only if you can afford it and if you can afford like a good hotel. When the whole hotel is really bad and like dirty and like you can rather pay the same amount and get an actual apartment that is like a nice and kept well.
I: Okay. Perfect and so you also told that the hosts prepared things for you. Like when you came there, like they are prepared for guests. So what is then consequence for you holiday like if you arrive there and you see things are prepared for you?
P: I think it helps you be less of a tourist and kind of like it gives you more information on things you can do that are nearby. So it is probably going to be the feeling that someone is like is looking out for you and like you can ask questions you can understand more where you are going rather than just be like a regular tourist and like do not understand what is going on around you.
I: Because like what I heard a lot with Airbnb that people really mentioned, “you do not feel like a tourist”. So I am wondering why do you value not to feel like a tourist? Maybe it is a difficult question, but maybe you could think about that.
Collaborative Consumption 116
P: Well. I hate the tourist aspect, because basically it is kind of one part of it is like you are exactly like everyone else like no one knows what is going on around them. You are just like that, like everyone. And the other aspect is I feel like a lot of things are like even in
Amsterdam you see like every tourist go on the main street and then go to Dam Square but there is nothing really there and like all the shops are just like super expensive and not even authentic because they know it is for tourists. So it is not like the real culture of the place. But then if you have someone local telling you this area is like where everyone goes out here, you know, ok that is like a real cultural area and not just fake for tourism.
I: Okay, perfect. So yes, you think you get then more insights about the place?
P: Yes. And like it also like it is easier when someone is telling you their recommendations and stuff rather than having to search for it or trust people you do not know online for like recommendations if there is even recommendations for things.
I: Okay. So I think we talked about that now and then before you also said, maybe that is a bit similar, but you said if you are alone and the social aspect, so maybe you could elaborate a little bit more on that? Like why did you valuable to have people around if you travel alone?
P: Why do I value to have people around me? Well, because you are already going by yourself to -- specifically this was just a conference, so if I am going on myself and I do not know, it is going to be more comfortable to be somewhere with other people or not necessarily that I will be with them all the time, but then I am not just like by myself there and
I think it is an easier way to get to know people.
I: So it makes it -- like the social part -- makes it easier and more comfortable than. Is this is then the consequence?
P: Yes. It is important though I had to talk to them first on Facebook to make sure you know that they are normal and that I see their pictures and like to make sure that I can trust these people that are going to be with me.
Collaborative Consumption 117
I: Okay, perfect. So before we also compared Airbnb to hotels, maybe we could also think about hostels, if you compare Airbnb to hostels is there something that comes up to your mind?
P: Yes, like I said before and just think of the shared room aspect. Like at some Airbnb, maybe you do share with people that you decide like either you come with them or you decide ahead of time like to find people that you will be with. Whereas at a hostel, you are just thrown together with other random people that you have no idea who they are, anything about them, you have to share a room like with bunk beds, it is usually not good quality, not clean, shared bathrooms, it is just like everything is shared, whereas in the Airbnb it is more controlled and more to yourself.
I: Okay that is actually a really good aspect. So you can control the people you are with. And when you also think about the whole booking process, or you think about the page of Airbnb, was there something that helped you to decide for an Airbnb?
P: I think the main things are the pictures and probably like how they write, like the content of their post or whatever you would call that on their page. It has to sound like relatable. But
I think the pictures are the most of important.
I: So what is then the consequence of the pictures when you see them? Why did you book then?
P: Also the quality of the picture, if the quality is crappy, like you know bad quality pictures, and then I would not trust that person as much. Also of the house itself, either it is up to your standards or not because you do not want to go to a rundown apartment. Oh maybe some people do, I do not. I do not know it just makes you feel more secure I think if you see more details.
I: Okay so the pictures helped you to feel that this could be like a secure place where you could go?
P: Yes.
Collaborative Consumption 118
I: And you also mentioned trust. That is also a thing of Airbnb, so if you think about trust and going to a room of someone you do not know, what do you think then, like does it troubles you?
P: Well, I would not say so. The only thing I would be willing to use it to get like the whole apartment and not like just a room when someone else is living there. But -- I do not know --
It has to feel right, I guess, the way they write, the pictures, when you talk to them, maybe like looking into reviews probably from past people that have been there, you need all of it to kind of add up in order for you to feel okay with.
I: Okay, perfect. So in general you really need that then first? So you need the pictures and talking to them in order to book the room?
P: Yes, like the more you know and feel comfortable, the easier it is.
I: Okay, perfect so we compared to hotels and hostels and you already told me a lot of different aspects. Is there anything else you have not mentioned yet?
P: Hm.
I: You can also think back, like when you went there, like some aspects.
P: From people that I know that also have like shared their apartments and like the guy that hosted us, I think it is cool because the hosts become kind of like a mini business and they really care about like their ratings that they get. They do it, like you know, they make sure that their house is like comfortable and everything is convenient and they like even -- like the guy that we stayed with like had a cleaning service right before we got there and right after we left -- like a cleaning service. You know, he had like closets of sheets and closets of towels like he was really prepared. So that was really nice to just come and have everything like where for you.
I: Okay, perfect. So that was a really nice experience then?
P: Yes.
I: Anything else left, or do you think now you mentioned everything?
Collaborative Consumption 119
P: Yes, I think I mentioned everything. I have not done it that many times, you know. Only did Airbnb once. But I will definitely do it again, depending on where I go.
I: Okay, perfect. Do you have any questions for me?
P: No. I think I am good.
I: Okay. After I have transcribed and analyzed it, if I have any questions left, can I contact you then again?
P: Yes, of course.
I: Okay, perfect. Thank you very much. You helped me a lot.
Respondent J
The interview was conducted via Skype. The interview started with a brief introduction of the purpose of the interview. The participant also agreed to tape recording of the interview. Then, the participant gave also a brief introduction. The participant is a twenty-four years old project manager in Switzerland. The participant travels around two to three times a year and travelling is important to her. In particular, the participant likes to travel to countries that are not too far away, so they can be reached also by car. The participant also mentioned that the choice of accommodation also depends on the duration of the holiday, so personally she prefers for short holidays a hotel whereas for long holidays, she prefers apartments.
I: So you told me that you have tried Airbnb, is that correct?
P: Yes.
I: So could you tell a little bit more about the experience there and maybe also why you chose to go to an Airbnb?
P: This year we traveled with Airbnb, it was the first time, and I have to say, I was was very, very skeptical, because I just heart in the Internet that you can rent a flat with other persons
Collaborative Consumption 120 and I do not like it to live with persons I do not know in the same flat. So I was very skeptical, but a friend of us told that he found a very good apartment and that you have everything for your own and they prepared everything for you, so the bed and the kitchen, so everything was inside. So then we decided to do it as well. And I have to say it was very good. We could be very lucky because our host was very, very friendly and she also prepared everything for us. It was very, very clean. In this point, I was also very skeptical because this is a “must” for me and I would say five stars.
I: Okay, perfect, so you had a very positive experience there?
P: Yes. It was very good.
I: So now you mentioned a lot of different aspects. So maybe let us just go back to the point where you told me that you were a little bit skeptical. Could you summarize what exactly then made you book the room?
P: We decided to book the room because there were lots of ratings. And she always had in every comment five stars. Then I thought, okay, it is a little bit cheaper than a hotel and if the people say -- I do not know it was around thirty people or twenty people and everyone said it was perfect and clean and quiet and very good located. So I thought, yes, I will try it.
I: Okay. So then the ratings helped you to overcome being skeptical?
P: Yes. And also there were very nice pictures. Because I think if there are bad pictures and you do not know. I am skeptical in that point as well, because then you do not know if it really looks like that, of course, you also do not know if it is good pictures, but it looked very professional.
I: So then you travel is it then in general to you important to plan things and see that everything is okay. So are you in general skeptical?
P: Yes, I am in general skeptical.
I: Then you also mentioned that in the flat you were on your own. So maybe could you a little bit elaborate on that? Like what were the consequences of that and why did you like that?
Collaborative Consumption 121
P: For me it very important to have my own room and may own bathroom, because then I really can relax. Otherwise, if I have to live with foreign people and I do not know what their habits are, it is always a little bit difficult, I think.
I: So if there would be other people, what would be then the consequences for your holiday?
P: I would go for the holiday but the first time, I would feel uncomfortable with it.
I: Maybe another aspect, because you mentioned your host was very friendly, so just tell me also a little bit more about that?
P: Yes, our housekeeper prepared everything for us, also like city cards and also marked us some sights that we have to see and she also filled the fridge and prepared everything in the bathroom, it was really so sweet, how she thinks of everything.
I: So the consequences for the holiday, as you got all the things from her, where then what exactly if you describe it?
P: I think you feel a little bit like home, because you have everything there and you have someone, who takes care of you.
I: So I think now we discussed all the aspect that you mentioned in the beginning. Maybe just to compare Airbnb to a hotel or compare it to a hostel, are there any other aspects of Airbnb that are really valuable?
P: Even if I am skeptical to foreign people, it was a very good point. Our housekeeper talked about half an hour to us and really gave us tips, which we would have never read or seen if she would not have told us. So you really had a personal contact.
I: Okay, perfect. Also one last thing, then you did the booking process and also checked the page of Airbnb, was there anything special you could talk about?
P: Yes, about the homepage, it was very easy, it is very clean, it looks very professional and colorful and yes also the payment process was very easy and you can pay with PayPal and you get a bill per email, in five minutes, you booked everything.
I: Okay, perfect. So to summarize it, what was the consequence of the setup of the page?
Collaborative Consumption 122
P: Very good, I would do it again.
I: Okay. So if you think about it, is there any other aspect you have not mentioned yet?
P: No, I think, I said everything. But I have to point out again, that it was a very good experience and I also told a lot of friends about it.
I: Okay. Thank you very much then.
P: No problem.
I: If I have any further questions, can I contact you then?
P: Yes, of course.
I: And do you have any questions for me?
P: No.
I: Okay, thank you very much.
P: Thank you, too.
Respondent K
The interview took place via Skype. The interview started with a brief introduction of the purpose of the interview. The participant agreed to tape recording of the interview. Then, the participant introduced himself. The participant is a young professional for marketing applications in a small company. The participant travelled quite often with his parents and stayed at hotels. Now, while working and paying the holidays himself, the participant values cheaper accommodations, preferably at a beach or city trips.
I: You told me that you used Airbnb, is that correct?
P: Yes, that is correct.
I: Maybe could you tell me about the experience there?
Collaborative Consumption 123
P: So it was the first time when I used it when I went to Amsterdam and I was very, very pleased. I mean, in the beginning, I had not that high expectations, but I was curious to just try and get to know that whole Airbnb thing. Because some friends that it is more private and that you get to know the city a lot better also the destination of the city way better. So yes, that was quite overwhelming and quite awesome that experience, because when we went we had, I think, one of the most amazing hosts that you could have, since she really cared for us. We went there and the whole fridge was full of food and it had a quite nice atmosphere.
I: Okay. Now you mentioned a lot of different aspects. Maybe you could tell me, like because you said in the beginning that you did not have too high expectations. So maybe you could elaborate on that?
P: It was -- I do not know -- I thought then you go there that you have a private apartment that is owned by someone else and you are only there to spent the time where when to person is not there. So we thought that we would get into a kind of private sphere or living situation from someone else. But our host kind of made a semi business or business out of it. She earned her money by renting those flats. It was all very professional but at the same time very private and very warm.
I: Okay. Perfect. So it was “warm”, so what did that mean then for your stay there?
P: Very, very welcomed and I felt very, very good. Like it was not my own flat but close to it so you could more dive into that whole trip.
I: Okay perfect. Then you also mentioned that you were a bit curious about it.
P: Yes.
I: So maybe you could also tell you more about that?
P: I mean it is some kind of a strange feeling because when we drove there we thought, as I said before, that we would get in an apartment in which someone else lives in for the most of the time that we would have to face some kind of private things of him or her. Yes, there was not really anxiety but curiosity about that situation and how to handle it.
Collaborative Consumption 124
I: But still, even though you have those strange feelings, you booked the Airbnb. So maybe could you just summarize, as you are already mentioned some points, but maybe summarize it, so what exactly were the benefits of the Airbnb so that you decided for it?
P: We went there with quite a short time of planning. So it was available. And from the location it was right at the city center, I think ten minutes from there. So that was definitely one of the points and I always wanted to try that Airbnb. So it was the right time and the right place, I think. What I liked about it was how our host presented the apartment.
I: Okay. Also another aspect, because as I heard that also a lot from the interviews I had like with the hosts and also what you said, you get to know the city better. So what is then the difference like comparing if you go to a hotel and if you go to an Airbnb?
P: I think in a hotel it is more like a closed society. You go there, you get your keys from the receptionist. You go to your apartment and then there is nothing, like no kitchen, just a bed, no sofa in most cases, it is not really business like, but it is not that comfortable. I am not sure, if you know what I mean?
I: Yes.
P: When we went to that Airbnb apartment, you had everything there to supply yourself, to cook your own dinner and stuff. That was quite the biggest difference between a hotel and an
Airbnb.
I: Okay, because you could prepare your own food, why do you value that, then like when you are on a holiday to still be able to prepare your own food or have a kitchen?
P: Yes, I like that. I mean most of the time you have your food somewhere else but to have the ability or to have the opportunity to prepare your meal by yourself it is quite cool I think.
Because when you -- when you just want a midnight snack or something like that you can just go to the fridge, open it and get yourself a sandwich, like at home. It makes the whole atmosphere and experience, a more private comfortable one.
I: So you value this private experience and also comfort when you go for a holiday?
Collaborative Consumption 125
P: Yes, maybe also some kind of independence.
I: Okay. So independence in the way that you have the kitchen, is there also something else maybe?
P: Yes, and that you have more than just one room, it is some kind of whole flat. I mean, I know, that you can also book some one room apartments form Airbnb, but I think if you look for a whole apartment or whole flat that is quite the key for me to use or book with an Airbnb.
I would definitely book again with Airbnb.
I: Okay, perfect. Maybe, now we compared it already to the hotel is there any other aspect you think of when you compare Airbnb to a hotel?
P: No, I cannot think of. I mean one big point that could be argued is that you have the cleaning service in a hotel. That might be a good point for the hotel. We were, where we were, quite lucky because our host cleaned the apartment after we were there so that point is from my personal experience not that important with Airbnb right now.
I: Okay. Perfect. And then also like if you compare Airbnb with a hostel is there maybe something you could think?
P: I do not like hostels because they are quite crowded and the service is not that good. You just go there and you feel like in a jail room or something like that maybe it is the experience I had with hostels, I do not like them.
I: So the aspect that it is really crowded, like what does it mean then for your holiday?
P: I think then there are too many people in one room and when there is too much noise around it, it is stressful, it is not a holiday for me.
I: So it is important for you to relax?
P: Yes or spend the time the way I want. If I want to sleep at night, I want to sleep. I do not want to hear someone from the other room screaming or shouting.
I: Okay, perfect. One last aspect, when you booked the room and looked at the website is there anything you could tell me about that?
Collaborative Consumption 126
P: I have not booked over the website, I used the App to book it. I think the App is really good. Its design is good. Its usability -- I personally liked very much. It was quite like not stressful, it was quite easy to book it. You have everything there; you can provide your PayPal data and pay with PayPal and had the communication all handled by the App. I think it covered everything.
I: Why did you value that you could pay with PayPal?
P: Because somehow you get the impression that PayPal is quite safe, because you can get your money back quite easily. So if you book something over the Internet, PayPal is for me always the best solution to pay. The whole thing that it was integrated made it very easy to handle. Just a few clicks and the hosts had my money and I had no worries.
I: Okay, perfect. Now I think we covered now all aspects you told me before. And is there maybe anything else left, or do you think you have mentioned the most important things?
P: Yes, I think so. I think we covered really everything that was important for the experience with Airbnb.
I: Okay, perfect. So then thank you very much. And do you have any questions for me?
P: Right now I cannot think of any questions. I wish you good luck with your master thesis.
I: Thank you. Also another thing, if I have after having transcribed the interview, any further questions can I contact you again?
P: Yes, of course.
I: Perfect. Thank you very much.
P: You are welcome.
Respondent Y
The interview took place via Skype and was conducted in German. The interview started with a brief introduction of the purpose of the interview. The participant agreed to tape recording
Collaborative Consumption 127 of the interview. Then, the participant introduced herself. The twenty-four years old participant is working full-time in a kindergarten in Germany. The participant travels once or, if possible, twice a year.
I: Du hast ja schon erwähnt, dass du bei Airbnb gebucht hast. Könntest du mir deshalb die Vorteile von Airbnb nennen, die du persönlich siehst?
P: An der Gemeinschaft?
I: Allgemein also, wenn du jetzt dort ein Zimmer buchst, was sind denn dann so die Vorteile?
P: Mir ist auf jeden Fall wichtig, dass ich die Kultur der verschiedenen Bewohner kennenlernen kann.
Also vor allem was sie für Rituale haben, wie ihr Tagesablauf aussieht, oder auf was sie besonders
Wert legen. Wenn ich da jetzt ein Zimmer gemietet habe bei den Leuten, kann ich ja auch deren
Tagesablauf mitverfolgen bzw. mir selbst ein Bild davonmachen.
I: Was ist dann die Konsequenz für deinen Urlaub, wenn du das alles miterleben kannst?
P: Wie meinst du das jetzt genau?
I: Was nimmst du für dich persönlich aus dem Urlaub mit, wenn du die Leute und ihre Kultur kennenlernst?
P: Zum einen nehme ich viel Erfahrung daraus mit und zum anderen erweitert sich mein
Menschenbild gegenüber anderen. Ich finde, dass ich hierdurch weltoffener werde.
I: Das ist dir also wichtig, dass du weltoffener wirst und du die verschiedenen Kulturen kennenlernst?
P: Ja genau, das finde ich schon enorm wichtig.
I: Super, fällt dir sonst noch irgendetwas ein, das ein Vorteil von Airbnb sein könnte?
P: Wofür ich mich sehr interessiere ist das Kochen und Essen, wenn ich mir jetzt bei Airbnb ein
Zimmer miete, dann kann ich einfach den Tagesablauf mitverfolgen und vielleicht sogar die Art und
Weiße wie die Leute kochen kennenlernen. Das finde ich sehr cool, da ich mein Wissen auch erweitern will. Ich kann dann entweder gleich beim Kochen mitmachen, also mit den Mitbewohnern etc., oder einfach selber sehen mit was gewürzt wird, welche Utensilien oder eben welche Zutaten
Collaborative Consumption 128 genutzt werden. Das finde ich wahnsinnig interessant.
I: Was du jetzt bisher genannt hast ist sehr auf die Leute selbst bezogen, ist das für dich der wichtigste Aspekt?
P: Ja auf jeden Fall, auf diese Punkte lege ich sehr viel Wert.
I: Gibt es jetzt neben der Tatsache, dass du die Leute und die Kultur kennenlernst, sonst noch einen für dich positiven Aspekt von Airbnb?
P: Ja, ich finde auch noch der Wohnstil ist wichtig. Man sieht ja dann wie die Leute leben, also die
Ausstattung und Dekoration. Hier kann ich mir ein paar Tipps und Anregungen holen. Das bezieht ja die Leute nicht so sehr mit ein, sondern ist eher materiell.
I: Würdest du dann sagen, dass wäre mehr wichtig für dich, die Atmosphäre oder die Anregungen durch die Ausstattung?
P: Ich finde eigentlich beides, denn die Atmosphäre hängt ja von der Ausstattung ab. Das würde ich jetzt zumindest sagen.
I: Wenn du jetzt an ein Hotel denkst, gäbe es hier Unterschiede, im Vergleich zu Airbnb, die du siehst?
P: Wenn ich mir jetzt ein Hotelzimmer buche, bin ich eher für mich. Ich verlasse dann allein mein
Zimmer und schaue mir zum Beispiel die Stadt an. Sollte ich mir jetzt aber mein Zimmer über Airbnb buchen, dann sehe ich dort auch meine Mitbewohner, die Nachbarn etc. und kann diese Personen auch wirklich kennenlernen. Zusätzlich kann ich noch die gesamte Umgebung kennenlernen, was wirklich toll ist. Ich finde das ist alles viel intensiver als ein Zimmer in einem Hotel zu buchen. Hier habe ich keine Ansprechpartner, ausgenommen die Mitarbeiter an der Rezeption aber selbst die wohnen nicht wirklich im Hotel oder der unmittelbaren Umgebung. Bei Airbnb kann ich mit den
Leuten die hier leben direkt sprechen und kann mich da informieren und mit ihnen in Kontakt treten.
I: Ist es für dich wichtig, andere Leute um dich herumzuhaben und mit ihnen in Kontakt zu treten, ist das etwas was auch deine Persönlichkeit ausmacht?
P: Ich lege da viel Wert drauf, gerade auch mein Freundeskreis ist mir sehr wichtig und mit denen
Collaborative Consumption 129 will ich auch regelmäßig Kontakt haben und die Leute sehen. Zusätzlich erweitere ich meinen
Freundeskreis auch sehr gerne bzw. meinen Bekanntenkreis, aber aus Bekannten können auch immer
Freunde werden.
I: Jetzt hast du mir ja schon mal grob etwas über Airbnb erzählt und wir haben das Ganze mit einem
Hotel verglichen. Warst du schon einmal in einem Hostel?
P: Ja, war ich.
I: Gibt es hier vielleicht noch Unterschiede die du siehst?
P: Hier würde ich jetzt auch fast das Gleiche sagen wie zum Hotel. Ich war jetzt noch nicht sehr oft in einem Hostel. Hier fällt mir jetzt nicht wirklich ein Unterschied ein.
I: Gibt es sonst noch irgendetwas das du bisher noch nicht gesagt hast?
P: Nein, eigentlich nicht. Ich glaube ich habe alles aufgezählt was mir wichtig ist und worauf ich
Wert lege. Ich glaube also, dass war es von meiner Seite.
I: Hast du sonst noch irgendwelche Fragen an mich?
P: Gerade nicht, nein.
I: Falls ich noch irgendwelche Fragen haben sollte, könnte ich dich dann nochmal kontaktieren?
P: Jederzeit.
I: Super, dann bedanke ich mich für das Interview.
P: Sehr gerne.
Respondent Z
The interview took place via Skype and was conducted in German. The interview started with a brief introduction of the purpose of the interview. The participant agreed to tape recording of the interview. Then, the participant introduced himself. The twenty-seven years old
Collaborative Consumption 130 participant is an IT Specialist from Germany. The participant travels once or, if possible, twice a year.
I: Was sind die Vorteile bei Airbnb für dich?
P: Die Vorteile, einmal auf jeden Fall ist es günstiger als ein Hotel und ich denke die Leute die so etwas anbieten haben zu meist auch recht schöne Wohnungen und Häuser. Es ist einfach die preisliche Frage die hierbei im Vordergrund steht, schätze ich. Ein anderer Vorteil ist, dass du mitten im Geschehen bist. Wenn dann die Leute gleichzeitig noch da sind, hast du direkt Ortsansässige, die dann etwas mit dir unternehmen können und du kennst direkt Leute. Man kriegt einfach viel schneller die Geheimtipps, wo man hinkann. Es ist einfach so ein bisschen dieses Insiderding, dass man direkt mitten drin ist.
I: Super, jetzt hast du einige Aspekte genannt. Erstmals kommen wir zurück auf den Kostenaspekt, ist es dir wichtig beim Reisen bzw. bei deiner Unterkunft Geld zu sparen?
P: Ich würde sagen das kommt ganz drauf an, wenn ich jetzt generell ein Hotel buche, also All-
Inclusive mit Swimmingpool etc. da zählt natürlich hauptsächlich, dass das Hotel und die Anlage cool sind. Da ist es dann nicht so wichtig, ob die Anlage günstiger oder teurer ist als die Alternative. Das hat ja auch alles seinen Preis. Wenn ich jetzt aber einen Städtetrip mache oder einfach mal eine
Woche rumreise und ich einfach nur Leute, die Stadt oder das Land kennenlernen will, ist es mir schon wichtig, dass die Unterkunft ein gutes Preis-Leistungs-Verhältnis hat. Hier sind dann die
Schwerpunkte anders, hier geht es mir mehr darum etwas zu erleben. Deshalb ist es hier schöner wenn du weniger für das Zimmer bzw. Hotel ausgeben musst und mehr Geld für die Aktivitäten zur
Verfügung hast.
I: Also du differenzierst dann gerne?
P: Genau, es ist eine Frage was ich vom Urlaub erwarte.
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I: Du hast noch einen zweiten Aspekt genannt und zwar das die Leute denen das Zimmer bzw. die
Wohnung gehört anwesend sein könnten. Könntest du hierauf noch ein bisschen genauer eingehen?
P: Es ist ganz einfach, wenn die Leute dann schon da sind bzw. in einer WG deren Mitbewohner verreist und das Zimmer übern Airbnb vermietet dann hast du halt schon die Leute im Haus mit denen du dich unterhalten kannst, also einen gewissen Anschluss. Selbst wenn die Leute arbeiten müssen oder keinen Urlaub haben, hast du schon Leute die du fragen kannst welche Sachen man sich anschauen soll oder in welche Clubs man gehen sollte.
I: Also die Konsequenz ist dann, dass du Insidertipps bekommst?
P: Genau, oder wenn die Leute direkt Zeit haben, du etwas mit ihnen unternimmst.
I: Also zwei Aspekte, d.h. wenn du jetzt direkt mit den Leuten etwas unternimmst. Was wäre dann die Folge für deinen Urlaub? Warum ist es dir persönlich wichtig etwas mit anderen Leuten zu unternehmen?
P: Da ist wieder die Differenzierung zwischen Strandurlaub in einem guten Hotel, da wäre es mir persönlich nicht wichtig etwas mit Leuten zu unternehmen. Mache ich jetzt aber einen Städtetrip da ist es schon cool, wenn du da einfach was mit Leuten unternimmst. Diese Leute und die Kultur des
Landes richtig kennenlernst und einfach jemanden hast der mit dir um die Häuser zieht und richtig feiert. Sachen wie Denkmäler kann man sich auch gut alleine anschauen, aber das macht auch in
Gesellschaft mehr Spaß und sollte man dann feiern gehen ist es schon wirklich toll Leute dabei zu haben, die man kennt.
I: Du hast ja vorhin die Insidertipps angesprochen. Dieser Fakt wurde in den vorherigen Interviews schon häufig erwähnt. Was ist das besondere an diesen Insidertipps? Also anstatt das du in den
Reiseführer schaust und dir dort die Informationen holst oder du wirklich von Ortsansässigen ein paar
Tipps bekommst.
P: Also ich sag mal, wenn ich jetzt irgendwo weggehe wo ich öfters bin, kenne ich ja auch die Orte
Collaborative Consumption 132 die mir dort besonders gut gefallen. Diese sind häufig dann nicht im Reiseführer enthalten da diese nicht immer aktuell sind und die jeweiligen Trends kennen. Wenn du irgendwo wohnst kennst du dich meistens sehr gut in dem Gebiet aus und weißt wo man gut wegkann und kennst diese Geheimtipps, die man nicht sofort im Internet findet. Diesen Vorteil hast du eben auch wenn du mit Airbnb irgendwo hingehst, da hast du dann die ortsansässigen Leute die dir dann weiterhelfen können.
I: Ok super, fällt dir vielleicht sonst noch irgendetwas ein, wenn du bei Privatpersonen bist das vielleicht anders ist als wenn du im Hotel bist?
P: Ich würde sagen die Atmosphäre ist ganz anders. Es hat nur wirklich dann einen Vorteil, wenn die
Leute wirklich gut drauf sind und Lust darauf haben, dass da fremde Leute zu einem kommen. Ich glaube aber du würdest auch nicht dein Zimmer über Airbnb anbieten und somit teilen, wenn du da keinen Bock draufhättest. Deshalb sehe ich da nicht so die große Gefahr. Wenn du jemand bist der
Airbnb nutzt, also beide Seiten, dann kommen da Leute zusammen die Lust haben fremde Menschen kennenzulernen und miteinander zu interagieren. Im Hotel ist es so, dass ich ja fast eh nicht in meinem Hotelzimmer bin, wenn ich im Urlaub bin. Ich mein was habe ich da drinnen? Bad, Bett,
Fernseher - und zum TV schauen brauche ich auch eigentlich nicht in den Urlaub gehen. Die
Atmosphäre ist halt bei Airbnb ganz anders du hast eine Bezugsperson und hieraus können sich auch
Freundschaften entwickeln. Im Hotel ist man halt erstmals alleine.
I: Ok, also einfach anonymer?
P: Ja, Anonymität auf jeden Fall. Ich glaube, wenn ich jetzt geschäftlich unterwegs wäre, da wäre mir ein Hotel lieber. Da hast du dann auch oft die Möglichkeit dich mich Arbeitskollegen zu treffen und mit Ortsansässigen wegzugehen, aber du hast auch die Möglichkeit zu sagen, "Nein, der Tag war stressig und ich brauch jetzt meine Ruhe". Ich denke generell die Anonymität ist in der geschäftlichen
Position auch ganz gut, weil je nachdem was man macht will man den Leuten auch nicht gleich alles
über einen selbst erzählen.
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I: Fällt dir sonst noch irgendein Unterschied zum Hotel ein?
P: Das kommt jetzt drauf an. Ich denke mal, wenn du jetzt wirklich in einer anderen Kultur bist, z.B.
Asien und man nutzt Airbnb, wäre es auch eine echt coole Möglichkeit mal die traditionelle Küche kennenzulernen. Bei Hotels ist es ja so, dass die immer ziemlich angepasst sind und das ist ja auch das typische. Beispielsweise in Griechenland kriegt man ja auch immer den Tipp eher in die
Seitengassen zu gehen in irgendwelche kleinen Tavernen, da das Essen oft besser ist als in den
Hotels. Hier ist das halt eben für die breite Masse gemacht. Auch in Asien, wenn du jetzt in ein
Restaurant gehst ist das eine komplett andere Geschichte als, wenn du jetzt bei jemanden privat
Zuhause mitisst. Hier kriegst du einen ganz anderen Einblick und es ist einfach authentischer.
I: Würdest du dann sagen, dass es dir eben auch wichtig wäre Kulturen eben von dieser teilnehmenden Seite kennenzulernen?
P: Also, wenn dass das Ziel meines Urlaubs ist das Land und die Kultur kennenzulernen dann schon ja. Wobei ich auch sagen muss ich bin da nicht so anspruchsvoll. Ich war auch schon in wirklich guten und teuren Hotels, was mir auch gefallen hat. Wenn ich jetzt aber einfach irgendwo zum
Couchsurfen hingehen würde, dann würde mir das auch gefallen. Es kommt halt immer darauf an was ich genau vorhabe.
I: Ein anderer Aspekt wären noch Hostels, fällt dir hierzu vielleicht ein was beide gemeinsam haben oder was sie voneinander unterscheidet?
P: Ich glaube Hostels sind so ein Mittelding, weil es ist nicht ganz so familiär, wie wenn du jetzt ganz bei einer anderen Familie bist. Es ist aber auch nicht so Anonym wie in einem Hotel, weil du eben dann noch dein Zimmer mit anderen teilst. Selbst wenn du jetzt ein Einzelzimmer hast, ist es in einem
Hostel ebenso das man doch darauf aus ist die Nachbarn kennenzulernen.
I: Wenn du jetzt an den Buchungsprozess denkst, da würde der ganze Prozess ja mit einer
Privatperson ablaufen. Hast du zu diesem Thema noch irgendwelche Gedanken?
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P: Der große Vorteil ist, wenn du direkt mit der Person redest dann weißt du auch ziemlich genau was sich die andere Person vorstellt bzw. ob die andere Person noch Fragen hat. Das finde ich ist eben ganz wichtig, vor allem wenn es nicht rein geschäftlich ist wie in einem Hotel. Der Vorteil ist finde ich, dass es in einem Hotel etwas schwieriger ist jemanden auf die Füße zu treten, da es zum einen
Fachpersonal ist das praktisch dafür bezahlt wird, um die Gäste auszuhalten. Ich denke, dass die
Kommunikation über Airbnb besonders wichtig ist, da du ja grob weißt auf was du dich einstellen solltest und was die anderen Leute von dir erwarten. Der Nachteil ist halt, je nach Person, die das anbietet, ist es vielleicht ein bisschen umständlicher. Ich denke mal in einem Hotel einzuchecken verläuft recht reibungslos, da Schemas vorgegeben sind. Gerade bei Airbnb, wenn die Person das zum ersten Mal macht, ist es vielleicht auch ein bisschen chaotischer, aber das ist jetzt für mich kein
Ausschlussthema. Hier kann man auch recht entspannt bleiben.
I: Fällt dir vielleicht noch irgendetwas ein das du ergänzen möchtest? Oder denkst du hast alles gesagt?
P: Nein, spontan nicht. Ich kann dir aber gerne schreiben, wenn mir noch etwas einfällt.
I: Ja, gerne. Das wäre jetzt meine nächste Frage gewesen, ob ich dich auch kontaktieren könnte, wenn ich noch irgendwelche Fragen habe.
P: Natürlich.
I: Super, dann vielen Dank für das Interview. Ich wünsche dir noch einen schönen Tag.
P: Danke dir, wünsche ich dir auch.
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Study 2 - Exploring Non-Users: Mapping Barriers
Respondent L
The interview took place in a quiet café in Amsterdam. The interview started with a brief introduction of the purpose of the interview. The respondent was very exited to take part in the interview. Then, the respondent gave an also a brief introduction. She is twenty-four years old and studies at the university of Amsterdam. The participant also told that she values travelling, especially together with her family or friends. However, she avoid holidays at beaches. She prefers to visit cities and to experience the way people live in other countries.
Also, she agreed that the conversation is being recorded.
I: As I already know, you have not used Airbnb yet. So now I am wondering why you have not used it yet. But you are aware of the service, right?
P: Yes, I am aware of the service and I also have an account on the Airbnb website. When I came here, because I had to stay in a hostel for one night, before I moved into my new flat in
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August, I was looking for an Airbnb near the Schiphol airport or near my accommodation back then. I do not really trust this kind of things, because, you know, even though you can see the pictures and evaluations, you never know if it is a serial killer in the apartment or what you can expect. Basically, because I heard some stories of friends, they actually arrived in an
Airbnb and it was totally messy and dirty and they had to leave because it was like a mess. So
I did not really trust that. I think the institutionalized hoteling stuff like hotels and sorts of that they are more trustable, because that is a company. Airbnb is also a company, but it is like, I do not know, it is a more intangible company behind. And for me the Airbnb is about a person renting the apartment. Like you never know what is going to happen. Like for example the
Uber driver and you know, he killed a person. So I am really suspicious.
I: Okay. So in general you do not really like if things are unclear or uncertain?
P: Yes, you know, in this kind of case, yes. For example if my life depended on it, then, of course, I do not like uncertainty and for me this is that kind of thing. So I would not go to a flat from a guy for example, because you never know, as I am a woman, so who knows? But yes, in this case I do not like this kind of uncertainty.
I: Okay. So you also told me that you heard about bad experiences of friends. Could you maybe specify that?
P: Yes. They, I cannot exactly remember, but I saw a picture of the room. They were travelling there and they were supposed to have like a bigger room with several beds, but it turned out that like the several beds meant that basically the room was a huge bed. So beds pulled together. There were also other people staying in the same apartment in the same room, but they were like older guys. And it was like kind of really messy and dirty and then they said -- okay, now I remember, it was a friend who went to Lisbon this semester. And they had to wait like I did for one or two nights. And then they thought, “Okay. We cannot stay here because this place is so dirty and so weird with the guys”. So then they found a hostel, which
Collaborative Consumption 137 was for triple price, because it was the same night. So they actually moved out. So that was a pretty bad experience, I read on the blog of hers.
I: So it is then an issue of trust?
P: Yes, because if it would for example be you, that you have an Airbnb in this town, then I would totally go to your place because I know you. And I would also choose more preferably a woman’s apartment. Because I do not know, it is like a perception that maybe she is more trustable. But yes, definitely, trust plays a great role.
I: Okay. So in general would you trust more if it were a woman who offers something?
P: Yes, or somebody I know or I know somebody who knows somebody.
I: Do you know why that is so? Why you value that?
I: I think trust is important in every kind of perspective, like in every human relationship or business or anything like that. So this is for me a basic principle. So if I do not find it somewhere I cannot see a proof of trust like from both sides, then I just I do not want to get involved with that kind of business or relationship or anything. I think it is maybe cause of my personality. I think it is more about my personality that I really value trust.
I: Also considering the portal of Airbnb, have there been also some aspects that made you not book a room through that platform?
P: I only checked it once, like when I came here and the trust issue was already something huge. And then it came the price, because actually those prices were higher than if I just booked a single room in a hostel, which I trust more. First, there was the stress and then the prices were really like, what the hell? And if I would have booked it and it did not work, when I would have done everything for nothing, so it is already a bad experience at the end.
So it was also about the price.
I: Is the price of the accommodation then also important for you? Why?
P: About the accommodation, I like if it is a good price value ratio. So if you pay an amount of money and you get the same service back for what you are paying for them. So that is
Collaborative Consumption 138 actually really nice. But with an Airbnb you never know. So that is the thing, because I cannot turn to an official person. So like okay I booked this room and it turned out to be bad, like what can I do? And when that person who gave the apartment would be like, hey you have paid for it, so that is it. But if it is a hostel for example, you can actually go to for example officials and complain in an official way. At an Airbnb I cannot really, or maybe I am not really informed well, but I do not really see that official way to make complaints.
I: So you think Airbnb lacks a process to handle complaints? To summarize, you told me that trust is an issue, that the whole process, if something goes wrong, and the price, right?
P: Yes.
I: Anything else that might be missing if you think about it?
P: I think the sharing economy is a really amazing thing. But I do not know how they could work on the trust issue and also the process. So because I think the idea is really nice. I think they should do it a bit more about security and stuff like that.
I: So if the security and trust were different, would you then go for an Airbnb accommodation?
P: Yes, if it would be more institutionalized, definitely.
I: Okay. Perfect. So there is nothing else you would like to add?
P: I mean, I would really try it, because if you find somebody like really nice persons there, or a couple, or a family, or really laidback young people and they show you around, because I also have friends, who had really positive experiences. It was in Istanbul and that was a really nice woman. She was like forty years old and she helped them a lot, like with tours and maps and where to go to grab the really authentic Turkish food. So I would really like to do that, but I am a little bit afraid, because of what I mentioned.
I: So even though you also know the good things about Airbnb, you are yet more aware of the downsides?
P: Yes, so I am more afraid even though I kind of want to try it.
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I: Any questions from your side?
P: No, I think that is fine.
I: Okay. Then thank you very much for your cooperation. Can I contact you in case I have any further questions?
P: Of course, you can.
Respondent M
The interview took place through Skype. The interview started with a brief introduction of the purpose of the interview. Then, the participant gave an also a brief introduction. The participant is a twenty-four years old student studying at Business Administration at the university of Amsterdam. The participant also values travelling and likes to see different cultures and places. In particular, the participant has been also abroad for longer times. The participant also agreed to audio recording of the interview.
I: So I already checked before and you told me that you have not used Airbnb yet, right?
P: Yes.
I: No I am wondering, why you have not booked an Airbnb yet.
P: First of all, maybe the convenience. It is always sometimes more easy for instance to just book a hotel in advance. I think the reason for it is that at Airbnb, I think, you have to have a specific time where you get the keys, where you have to be there, when they give you the keys. This is just not the case for just a hotel. So you are just a little bit freer and for instance when you want to arrive and when you actually are coming. So I think this is one of the
Collaborative Consumption 140 advantages why I actually have not done it yet. I also think that I would only do it maybe if it is really more cost efficient or if I say yes well it is really cheaper and I also checked it once or twice but I have then never booked it because it actually has the same price than a hotel and if you compare it for the same price and actually you get a lot more in a hotel, because you also get the breakfast and I mean they clean up your room so you get a lot of more service for actually the same price. I have also checked it when I have travelled in Milan and there it was also that a lot of the houses have actually been a little bit more outside and not really directly in the city center as hotels. That is also maybe an advantage of some.
I: Okay. So you just said that a hotel might be more convenient. Is that right?
P: Yes.
I: What is then inconvenient of Airbnb? You already told me something maybe you can add something.
P: Yes. I think because there is always a private person involved, I think you first of all have to be more careful, because it is the place of someone else so you cannot just live there like you want to live in your room. You have to really be careful that nothing is happening for instance that you do not just destroy something incidental, because really I think the normal things are just standing around so I think the being more careful that is one of the things which would maybe be annoying in the end and also it might be a strange feeling if you actually sleep somewhere and you know that actually owner also has the keys and you actually do not know him. So maybe yes I mean in a hotel I also know that they have keys but it is a company so it is different different than somebody in the city I do not know and he has kind of the keys and could just come in whenever in the night or something. That might be a strange feeling as well.
I: So why do you value convenience then and then you go for holidays?
P: Well first of all, for instance, breakfast or something I think it is really important to have to directly there. And then you do not have to go out for breakfast or you do not have to make it
Collaborative Consumption 141 by yourself. It is just easy to have that. In a hotel which might also be the case at Airbnb, but they also always also give you advice where to go and directly have booklets and stuff there.
So it is kind of they are trained that you are tourist and want to see things, so they are kind of prepared for that and which is also you can often book, like in certain countries, you can book trips together with the hotel. So directly in the hotel you can directly book the trips, which is not the case if you are sitting at someone's house.
I: Okay. Let us just go back to what you said, so you said there is like a person you do not know, like with the keys and everything. So maybe you could elaborate a bit more on that?
P: Yes, also I think there is often what is offered also is not that you have the whole Airbnb by yourself but also the other person is actually living there. Which I think could also be strange so if it is for instance just a guy and I am just moving to a new city and I do not know him, I have no idea what he is actually doing. So it could also be that he is kind of a creeper or something. So I mean, I just have a room, so he could just walk in the room or go into my things when I am not there. Yes, I think you if you do not know someone, I would not sure whether I would trust such a person just based on recommendations of other people. Of course, there are also people, which do not have that many recommendations and I also applied for one flat in Frankfort and he was -- Like I did not do it in the end -- He was also really a creeper or something. He offered me that I do not pay money and for exchange of something. After that I just got a little bit more careful.
I: Ok so you told me that there could be creepy people. So what exactly do you think than and feel then?
P: Well, I think I just would not feel that comfortable. And also then I would maybe if -- if I am sharing and if that person is also there, it is strange that you go to the kitchen and he is maybe also the kitchen. So then you do not know what you are allowed to do. You do not know whether you can go in the living room or if it is annoying for him that you are around so you just have to be more careful on what you are doing. If you are in a hotel you can just go
Collaborative Consumption 142 to the lobby and just drink something. If you are at someone's home and it is for instance at night so you might then be not sure about if you can actually make some noises in the kitchen or not so whether you can cook yourself something or just go out so. Yes, that is a little bit strange probably as well.
I: So with strange you mean what then exactly summarize it?
P: Yes. I mean firstly strange because there is just no relationship before you go there and secondly strange because you do not know what behavior is exactly is expected. Maybe what he actually wants me to do or what should be allowed to do or not.
I: Okay. Perfect. I think the second one you really explain perfectly maybe let us to go back to the relationship part. Could you maybe elaborate a little bit on that as well?
P: Yes. I mean it is like -- the thing is you often just apply online, so you do not meet them.
So you do not even have any expectations, so how the person actually will be with who you are actually living. I mean maybe it is just -- I think it is just safer to go to a hotel. If you imagine you are go somewhere and you are not even sure actually whether you actually will have a place to sleep, or maybe they will just not show up, or something happened so that could also be a case because you just do not know that person really good. And that is with the relationship, so you do not really have any relationship. You do not really know what to expect and then in the end it could also go wrong. You are just on the safer side if you decide for something you are a hundred percent sure that you will have the room and you know?
I: Okay, perfect so you value safety then?
P: Yes.
I: So that is also important for you in general?
P: Yes.
I: So you also, like in the beginning, told me that you checked Airbnb and then the locations were not that well. So why did you not like that that there were bad location?
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P: Well, there was the time when I was in Milan and the hotels have been more in the inner part of the city while a lot of the Airbnb places actually have been on the outside. And especially when traveling I think it is more convenient and when you sometimes can go back to the room. For instance, just get more water or just have a short break or something, which might be more difficult if the room is actually a little bit further away so you have to travel between the places. As a consequence of that, you most of the time just go into the city for a day and then go out, but you do not have the possibilities to just get in the city or room whenever you want to.
I: Okay. So it is a matter of convenience than?
P: Yes.
I: And so again, convenience is for you important?
P: Yes. I mean it also depends on the price, but seeing that the price is not really that much cheaper I would not really see the advantage of having just less convenience for the same price.
I: Okay. So there maybe anything else, which you felt was inconvenient? Or was it basically the location and the whole thing with the stranger? Or is there something else?
P: Yes also the thing I said in the beginning that you are just not that free. You cannot check in whenever you want to but you have to kind of plan your day for another person. And also I do not know -- I mean for instance if you travel within a country to different places and you have already booked in advance then Airbnb might also not really be the best solution because you cannot just write a message and then for instance on the day and then you expect them to respond. So normally they need a little bit longer, at least two or three days in advance to actually book everything with Airbnb, because you have to have a conversation when you are checking in, how long you will stay and stuff and I think therefore sometimes you can act more spontaneous if you just book in a hotel, because you can just do it whenever you want to do it. Also I mean at night time, if you book for next time and you are still awake
Collaborative Consumption 144 but if you just text someone maybe they will not reply on to the next day or the next twenty- four hours because he might not be just online the whole time.
I: So you value that you can be spontaneous then?
P: Yes.
I: Okay, perfect. And also in the beginning you said something about the price of Airbnb.
Maybe you could tell me also bit more about that?
P: I actually found that the prices have not been really that much cheaper compared to hotels.
So it is basically when I looked up it was like sixty euros a night or something depending on the city more or less, which I think is kind of expensive like you can even, I mean, hostels are a lot cheaper if you want to make it really cheap and you can also go to a hotel. Maybe at the hostel, you meet a lot of other people. Especially when you are traveling. I mean one of the parts of traveling is that you meet other people. But it is not really, really not that possible in an Airbnb, because most of the time I think there is not really that much interaction with the person who is actually renting you the room. So you just get the keys and then everything is fine so I think that would also be one point. I mean if I would go as cheap as possible then I would probably go for hostel. And it is from the price actually really more comparable to a hotel, a relatively good hotel and than I would actually value the convenience more than just having my accommodation in someone’s else place as it will just never feel like it is your own place. Even a hotel room will feel like you know it is your room for the night. But if you are with someone, you see his photos and his things so it is not your room basically.
I: Okay. So maybe go back to the price aspect so when you book a hotel, what is the consequence if the accommodation is already like really expensive?
P: Well, then I have less to spend for other things. I would actually spent more on travelling itself and doing some adventurous stuff for it just having an ice cream or food or something then actually paying a lot for accommodation itself. I mean most of the time when you are
Collaborative Consumption 145 traveling you are not there for a lot of time, just shortly, and therefore, I would not actually want to pay a lot for that.
I: Ok. Perfect. So you already compared to hostels and hotels. And you also said at hostels it is about meeting other people. So do you value that than also of hostels?
P: Yes, especially because if you are on cheap holidays or something and you are actually backpacker. That is kind of a lifestyle thing. You will meet people and I mean one of the most important things is to meet people and you will not meet any people if you are at an Airbnb.
Because there is no one who is sleeping – you are not sleeping with six people in the room.
And in like a hostel you directly get in contact because you maybe sleep with six or even twelve people in one room. And also I mean you share the kitchen with like other people, so you do not even have to try to get in contact. While if you stay at an Airbnb, I would kind of have to additionally go in bars or something to try to get contact. I think this is a lot more difficult than just staying at the same accommodation and then you can plan your trips around there.
I: Okay, so what exactly are the consequences if you meet new people? Like what can happen?
P: Well, I think you kind of often bond together and maybe do something, travel together.
Especially, also in the evenings then you can come home together and organize some trips together. It is just more difficult if you life at the place where no one else is living, so you are living there on your own. So maybe other people are living together, so you always have to go there to another direction or something. So it is just making things more difficult to live alone in an Airbnb.
I: Okay. If you think in general, why do you value then to have people around? Why is that important for you?
P: Well, especially when travelling alone I think to see new things or experience new things, is always nice when you can share the experience with some other people. And also I think
Collaborative Consumption 146 one part of travelling is to get to know other people and to learn also from them, what their experiences are, to get know other cultures, to get to know other languages and I think that is a really important aspect.
I: Okay. Maybe a difficult question now. So why do you think that it is important to you to see other people and other cultures? Maybe you can think about that.
P: Because I think it personally helps me as well or it kind of makes gives me a kind of a broader perspective of life. Also I think that a lot of people who are traveling are inspiring often. So it is actually nice to meet such people, which are really open minded. So you can basically a little bit reflects on yourself, whether you are like that or that open, just see what they do and learn from them and try to be a bit more similar.
I: Okay perfect. So I think you answered now quite a lot. Is there anything else if when you think of Airbnb? Like any other aspect, from a booking process or comparing again to hotels or hostels, which you think, is a thing to mention?
P: Maybe also to pay is really little bit more difficult. I think you pay in cash or I do not know?
I: You have also the process over the platform. But then that is a communication problem.
P: But then again you still transfer the money again to someone you do not know. If it is a scammer you just get the money there and then he just gets out of the platform and then you never see your money again. So I think it is less secure also from a payment perspective.
I: Ok so again you value security and you think that is maybe not that secured?
P: Yes.
I: Anything else?
P: No.
I: Perfect. Do you have any questions for me?
P: No.
I: Can I contact you again then I have any questions?
Collaborative Consumption 147
P: Yes.
I: Okay. Then thank you very much. You helped me a lot
Respondent N
The interview took place through Skype. The interview started with a brief introduction of the purpose of the interview. Again, the participant agreed to tape recoding of the interview.
Then, the participant gave an also a brief introduction. The participant is a young professional working as an auditor from Germany. The participant started more recently to travel a lot throughout the whole world and values travelling highly since then. The travelling started due to a new relationship, as the partner of the participant is a passionate traveller.
I: So I already checked before with you as I always do with all my participants that you have not tried Airbnb yet, is that correct?
P: No, we have not tried it. He wants to try it, but I do not want to try Airbnb. I heard a lot about it, but still not going to do it.
I: And maybe could you tell me why you would not book a room via Airbnb?
P: I think there are many reasons for me. The personal reason is that I do not trust it yet. I really like safety and I think when you book a hotel it is safer than if you book through
Airbnb. I read so much about it. When you go there and just when you are there, they say,
“okay, there is no room left”. I like safety. I like a clean room. I do not trust people that easily and if you go to somebody else’s room, they always will have a second key, third key, and fourth key... You do not know. I do not know if it is safe to leave the luggage there, your personal stuff, I even do not know if there, I know it might be a little bit paranoid, if there are cameras watching me doing my personal stuff. I think going to a hotel that is not that dangerous as Airbnb. That is one reason. Then there it has to be clean. I think hotels are
Collaborative Consumption 148 always cleaner than Airbnb. I know it sounds a little bit strange but there is tax evasion.
Airbnb is tax evasion. Of course, it is a great thing for people, who do not have money, I know, but there are also cheap hotels and cheap hostels, why do you have to do Airbnb?
There is enough space for everyone. If everybody would do this, it would not work. Those are the reasons, why I would not do it.
I: Okay. So you told me now a few aspects. For example, you told me that you do not trust it that much, so it might be a bit more dangerous to try it. Do you value trust? So do you only choose options that you trust? And why is that so?
P: I think then you go for an Airbnb you go for holidays. If you go for holidays, you want to feel comfortable the whole time. You want to relax and I cannot relax if there is no trust. I cannot relax in the flat, when maybe someone is watching me. I know it is kind of paranoid. I do not know, when they cleaned the last time. I do not know if there might be a reason that I have to leave earlier. I really want to have it be comfortable. I want to relax. I think for me there is no possibility to relax in an Airbnb flat.
I: So when you go for a holiday, do you look for something where you can relax? Do you value that?
P: I like big hotels, like Hilton, because they are such big hotels, they do not need bad publicity. So when there is something you do not like, you tell them, and it gets better. It is so easy. With an Airbnb flat, there is for example no hot water, it is not like that it is fixed in ten minutes, you have to wait. I am really looking for something there I can relax, because now as
I am working and you have the money it is worth to spend a little bit more so you can really enjoy your time and chill.
I: Okay. So then you also told me that you like that there is some staff around, why do you value that?
P: Why do I value the comfort in a hotel?
I: Yes.
Collaborative Consumption 149
P: First of all, I love hotels. I love being there. I love the hotel breakfast. You do not get breakfast in an Airbnb. Normally, for example when we went to Kuala Lumpur, in the hotel they were offering trips, some kind of jungle trips, some kind of beach trips. I really liked that, the opportunities, which were connected to the hotel. It might be cheap or not cheap, but it is easy, and I like if it is easygoing on a hotel holiday trip.
I: So for you the hotel is then a bit more convenient and easier?
P: Yes. I would say yes. I would stay in a hotel, of course they have a second key, too, but I really feel safer there than in a room of a stranger.
I: What exactly makes you feel unsafe in an Airbnb?
P: First of all, I do not know who is actually living there. I think there are two options. First option is that there is a flat or a house, where nobody is living, it is just rented by people, but there is no fixed person, who lives there. I think this possibility is there, too, but then we are at tax evasion again. I do not like this. But of course, there is the other option. There is a flat or just a room, a student lives in or I do not know a family and they have a room left because the oldest daughter is a student now. But you do not know there is a person, who is there all the time, and I do not like being in a home of other people, I do not like the personality about this room. In a hotel room, there is no personality. It is just a place to sleep and relax. I feel uncomfortable to look at a place that is just not mine and I really do not like it. I told you there might be also some rooms, which are like hotel rooms but I would not support that because of the tax evasion. I think it is not a good thing. I do not want to start this, I know many people do, but I do not want to join. I thought when I went to Berlin to go to a student’s apartment. It was very cheap. But I do not think it is a good idea. They have their personal stuff, I would not rob them, but I would not like being in a place which is not mine and I do not know what was going on there and I really feel uncomfortable in such places.
I: So now you also talked about taxes, why do you care about that? Why is that important to you?
Collaborative Consumption 150
P: First of all, I am an auditor. Of course, everyone has some tricks and there might be some cheats. I think Airbnb is not a little cheat, I think Airbnb is so big. It is also prohibited in some cities to do Airbnb. I am living in Munich and there are little rooms. Students go there and they have to sleep in their car because there are no free rooms, no free apartments, no free place there they could life. Because there are so many Airbnb flats, that are rented for high prices. I think, I love Germany, because there is not that much tax evasion than in other countries. It has to work. I know, I pay much taxes, I know that, but I life in a safe city, and it is okay to pay for this life standard. You can go outside, you have no fear. If Airbnb grows, you have to pay for roads, for cities, for schools, but there do we get the money from? I do not think we need Airbnb, because there are hotels and hostels. You just do not need it. Of course, it is a great idea to make money, but it is just tax evasion. That is why I do not think you do not have to support it. I told you, I would not support it even in the future, even if it gets way less expensive than hotels.
I: Okay. So you just said it is bad thing for society?
P: Yes.
I: Why do you care about society? Why do you consider that? Is it important for you in life to care?
P: I think so, yes. If there is corruption everywhere you do not get for example toilet paper.
The whole system is not working anymore. There is no quality of living. I think it is very great here in Germany, it is very great in Europe, but I am very sad then I am thinking about other countries, how poor they are. How can this happen? For example, in Romania, Romania is a great country, with hills and the see, but there are just poor people. Why are there just poor people? I just think, it would be better for everyone then there would be the same standards, with taxes, everyone is equal. I think it is very important to have a very good life.
I: Then maybe one last question, you told me about the bad consequences that could happen.
Reflect yourself, why do you care?
Collaborative Consumption 151
P: I think it is because my parents once lived in Romania and it was a very hard life and it was very hard for them to go to Germany, but yes, in Germany, if you are a hard worker and you pay your taxes and you do everything right then you get to a good life. I live in Munich and my parents have a great home and it very good for us, but if there would not be the right system, we would not be there we are now. That might be the reason, why I want to have it right.
I: You told me now quite a lot. Is there any other aspect you have not told me yet, or is that it?
P: No, I think that is it.
I: Okay. Perfect. Thank you very much. Do you have any questions?
P: No.
I: If I have any questions, could I contact you again?
P: Of course, you can.
I: Thank you very much. You helped me a lot.
Respondent O
The interview took place via Skype. The interview started with a brief introduction of the purpose of the interview. The participant agreed to tape recording. As an important note, the
Skype connection was very poor; so the participant was asked per mail later on to fix some of the missing parts in the transcript. Then, the participant gave an also a brief introduction.
Again the participant indicated to enjoy travelling and to travel every year.
I: So you already told me that you have not used Airbnb before, is that correct?
P: Yes, I have not used it yet.
I: Okay. Could you tell me why you have not used it yet?
Collaborative Consumption 152
P: Well, because I checked the options to rent. Because I am afraid that there will be some complications you know, like when I think that when you do not know who is renting out, you are always taking a risk. You never know if you are scammed or something. So there is an issue of safety with Airbnb. And also, I think, we spend everyday in common houses, so when you travel I feel like it is a pleasure to stay at a hotel and I like it. Also, I think that there is an issue with the price. Like when I checked the places of Airbnb I found them rather expensive compared to hotels.
I: Okay, perfect. So you just told me that you think that hotels are safer. Could you tell me why you value the safety in hotels? Is it then also in general important for you when you travel that you feel safe?
P: Yes, because you are always carrying your belongings. If you stay at a hotel, you know that no one will take your things. If you rent a house at Airbnb, you never know who has the key and someone could come in while you are not at home.
I: So to summarize, you would not feel safe because of the key?
P: Yes.
I: Is there also something else that might not make you feel safe at an Airbnb?
P: I think it is essentially that.
I: Imagine you would be at an Airbnb and you would not feel safe, what would be the consequences of your holiday?
P: If I did not feel safe?
I: Yes.
P: Well. I would constantly be thinking what if, what if,...
I: Perfect. So now we talked about the safety. You also told me that there was an issue about the price. Could you maybe elaborate on that?
P: In Airbnb I did not find it to be much cheaper compared to hotels for example.
Collaborative Consumption 153
I: So when you go for a holiday, are prices important for you, do you compare prices and do you value to have a cheap option to sleep?
P: Do you want me to elaborate on that?
I: Yes.
P: First, I want to spent as little as possible.
I: So why is then important for you to stay in an accommodation which is as cheap as possible?
P: Because money is short and we do not have that much money as we want when we are travelling.
I: Okay, perfect. Now you told me two aspects, the price and the safety. If you also compare
Airbnb to a hotel or a hostel, is there anything else, which you prefer compared to Airbnb?
P: Yes. I like going to hotels and having the experience of checking in, getting into your room and staying in a different setting for some days.
I: And compared to a hostel, is there also something different?
P: Yes. I think it is also different when you stay in a hostel. You always end up meeting other people that are maybe even staying in the same room.
I: So what is the consequence when if you are in a hostel and you meet new people, what will happen then?
P: I think it will enrich my travelling experience.
I: Is it then important for you to enrich your travelling experience?
P: Yes, I think, travelling by itself is very nice, but if you can make the experience more complete and you meet new people from different places it is very good for your character and for you.
I: Okay. You value travelling in general for yourself and for your character?
P: Yes.
Collaborative Consumption 154
I: So we talked now about the price aspect, the safety aspect and also the meeting of the new people and the experience of the hotel, right?
P: Yes.
I: Could you also tell me a little bit more about the experience in the hotel, why do you value that?
P: Because it gives me more the feeling that I am travelling. And I appreciate that because it is different from the everyday life when you are at home and you have your kitchen, you know?
I: Yes.
P: Because if I am staying at a hotel, I have dinner out, so it is different.
I: So you value to have this different experience?
P: Yes.
I: So is there maybe something else that makes the experience different?
P: I think it is only that.
I: Okay. Maybe if you also think about the booking process -- if you already looked at it -- did something trouble you there?
P: I know it is way easier to just go to a normal platform and book a hotel. You do not have to talk to anyone. You do not have to do anything. It is just that you have to go to the computer and then get there at the day and you are good to enter and stay there. But with Airbnb, I think it will be more complicated, even though I am not sure how the process works.
I: Okay, perfect. So you assume it is more complicated?
P: Yes.
I: So I think you already give me a few different aspects, so that is perfect.
P: Okay.
I: Is there anything else that we have not covered yet, or do you think we have covered the most important aspects?
Collaborative Consumption 155
P: I think we have covered the most important aspects.
I: Then thank you very much. Do you have any questions for me?
P: No. I think it is just fine.
I: Can I contact you in case I have any additional questions?
P: Yes, of course. You have my contact details.
I: Thank you very much.
Respondent P
The interview took place through Skype. The participant agreed to tape recording of the interview. Then, the participant gave an also a brief introduction. The participant is a twenty- four years old young professional working for a coffee company in Switzerland in the marketing department. Again, the participant travels quite often, actually as often as it is possible. Mostly, the participant has stayed in hostels, because of the cheap price of the rooms.
I: So you have not used Airbnb yet?
P: Yes.
I: So imagine you are booking a holiday and for example compare the offers from Airbnb to offers you can find from hotels, what would be like the benefit of a hotel them compared to
Airbnb?
P: What I think is that if you go to a hotel you know what standards you can expect. Because it is more -- how should I say that -- there is someone who is cleaning the room and you have breakfast, you have lunch and you know exactly what you can expect if you read about it in the Internet and in the comments. Yes, of course, you have recommendations from your
Collaborative Consumption 156 friends or family maybe. And mostly you can book like a combination of like a flight and the hotel together. I think this is also a great deal that I get something like that.
I: And so you just said that you can get some recommendations or you know what to expect, right?
P: Yes.
I: Why do you value that?
P: I think it is because hotels are something very special. It is something that is created for vacations and it is created to feel comfortable. You want something that is different from a normal home.
I: Okay. So I think you said two things. So first, it is different from home and then that it is also more comfortable. What do you mean with that it is different or special? Why do you value that?
P: It is because mostly I never book suits or something. I never book something that is like a whole apartment or something like that. Because if I go for vacation, I want to go to the hotel where I can have breakfast and lunch readily prepared and I do not want to cook at my holidays. I want to go out and try restaurants or I just want to use most of the time doing things I do not do normally when I am home.
I: Okay. So you kind of want to use the time differently then compared to when you are at home? And not like to use it for being in the kitchen and organizing everything?
P: Yes, exactly and I also do not need a kitchen all the time.
I: Okay, so maybe again so you said like you do not need a kitchen, so maybe you could just talk a bit further about that?
P: It is the thing is that I know that you can cook apartments and rooms via Airbnb. I think if you are with some friends and go there, sometimes it is a complete home and there are some rooms there. So you share the house or the apartment with other persons and I do not like that.
I do not want to share something. I want to have like my own space.
Collaborative Consumption 157
I: Okay. And do you know why you do not like that to share with other people? What are the consequences than if you share the room or kitchen or something with someone else?
P: Because you have to take care of them. Yes, at the moment, I life at a flat with a roommate. And I really enjoy it. But if I go on vacation, I want to have my own place, where
I can cook things and do not have to care about something.
I: Okay. And why do you value that you do not have to care about someone? Do you look for that then when you go on holidays?
P: Yes, exactly. That is something, I think it -- is just that if I go to holidays, I want to have my own space and the other thing is that I really enjoy the room service. I like it if it is cleaned up every day and the bed is made. And I think, yes, this is what makes it special, because at home nobody will do that.
I: Ok so you value the service in hotels?
P: Yes. Also the service that I can call and they will bring you dinner for example and also the mini bar and all those stuff.
I: Okay and is there maybe also some other aspect that you like of hotels?
P: It is more anonymous. I like it if there is no one around. Yes, that is also what I heard about Airbnb that you have to take care of the others, be friendly -- Sometime it is nice but not on your holidays.
I: Why is that then not nice at your holidays?
P: Because there might be people, whom I do not like and then I have to kind of be nice.
I: So you do feel like you do not have a choice then? Like if you go to an Airbnb you kind of have to catch up with the people there and talk to them?
P: Yes. And also, you know that someone is in the room next to you and she lives in that apartment. It is a little strange for me, because you are staying in someone's home. And the owner is home. So yes, it is a different feeling, because you think all the time if something falls down maybe they think I do not take care of it or so.
Collaborative Consumption 158
I: Is it then a negative feeling then?
P: Yes.
I: What kind of negative feeling is that then?
P: It is that the person who owns that home has memories to some things and if they are broken, something like that.
I: So you would care about their belongings and you would always feel like... [crosstalk]
P: I would feel that all the time to be at someone’s home. I do not like that.
I: Okay. Also if you think about the platform of Airbnb, have you checked it yet?
P: Yes.
I: Is there also something you think that does not really attract you?
P: It is very different. Of course, there are also comments. But you never know if there are some fake comments. And I think the mask is sometimes a little bit problematic. What I have seen is that if you are looking for an exact time and you look if it is free, sometimes it also shows you rooms that are not free at that time. And after a while, I was really annoyed of it, because all the time I thought, “oh yes, that it is pretty, so cool”, and then it was not available anymore.
I: So what happened then? How did that feel?
P: It is really, really annoying. First, at the beginning you can type in the date. And of course, you think the search results are only the ones that are free at the moment or time period, but they were not. I thought, “how should I select it then?”, as I was just looking for that exact time.
I: Okay, so it is a bit inconvenient then?
P: Yes, I think so.
I: Also if you think Airbnb in general, is there also something else that you say, okay that does not sound that nice?
Collaborative Consumption 159
P: What I can say is that, because of my boyfriend, he is in hotel business; he also says that it might destroy the hotel industry and business. And what I think it is not that clear, I think it is a grey zone, because hotels have a lot of standards, like what sort of fire exit and fire bottles.
And food regulatory for the restaurant and all that stuff, they have many things. But at
Airbnb, he can just rent his home. I think it is not fair, if someone, who has not any education at that industry and cannot fulfill all this stuff, rents out his room. And of course, if you need to fulfill those rules, of course, it is more -- it is really a lot of pressure and they also have controls. I think it is not fair, because that costs money and time and it has a reason why they have those regulatory.
I: Okay. So you said two things. First of all, you said that it is kind of unfair for the hotel industry. Then you think now about yourself like why do you care about that? In general, do you care about others and how some things affect others?
P: Normally, yes. That is also thing when it said I do not want to be at a home someone else.
There are all the memories of the things.
I: Maybe you could elaborate a bit further. So about yourself, in life, just specify that a bit more.
P: All the time I take care about the things I do, because I do not want to hurt someone or do something what might affect someone in a negative way. I just want to do things that are positive for someone else. I also want to find the right way to say critical things in a productive way.
I: So what would for you personally be the consequence if you feel like okay you have hurt somebody or affected someone negatively?
P: I would be thinking about it all the time and I would rethink it once and once again. Yes, that has always been the case, all the time. Something -- when I did something there I know I did something wrong, I also think about it at night, I could not sleep then.
I: Okay, and you know why that is so?
Collaborative Consumption 160
P: I am not quite sure. I think that it has always been like that. All the time. I know that it was already the case when I was a child. If I have done something wrong, I told my mom and then even if they said, “ oh it is not that bad”, it was horrible for me. So it is was not done with that.
P: So that is really important for you?
I: Yes, it is.
P: And then you also said first of all, that it is not fair, and then we talked about that now.
Then you also told me that there are all this kind of regulations that hotels have to fulfill.
What do those regulations then mean for you as a tourist?
P: I think that I can expect a specific standard and security.
I: So security, is that also something that you value?
P: Yes, I do. Especially if you have heard about pools or something there small children have been sucked into that has been horrible. I think it has been very problematic a few years ago, five years ago or something like that. But it is horrible. It is horrible, if I think about it.
I: And there are also some aspects of Airbnb that you believe are maybe a bit unsafe?
P: I am not sure if it is -- What I think it is that it is such a big platform and they do not have that regulation as hotels and as I said before and I think there might be some black sheep.
Like somebody, who is looking for pretty girls. I mean, it is perfect for someone who is looking for new contacts.
I: Okay. Like now we compared to hotels, is there also something you can say about Airbnb compared to hostels?
P: Hostels are different. How should I say that? Most hostels are really, really basic. You do not have any luxury there. It is just a bed and a bathroom. If you are lucky, it is cleaned. Yes, and if not, it is not. It is cool because it is super easy. You can book a shared room but also a single room or double room and you can stay one or two nights and it is extremely cheap.
Collaborative Consumption 161
I: Okay. So you just said that hostels are more basic. Is that something you value or do you more value but it is a bit more luxury, like the hotel atmosphere?
P: No, it is just that most of them are travelers or people who are traveling alone sometimes also girls and I think you can trust each other more because you have like a community there.
It is a special spirit. I do not know how to say that. If I would have the money, I would not go to a hostel, but if you do not have the money, I think it is the best option. But I think people who are going to hostels are very special. It is not that they have a special age or something like that. It is really mixed. They all have the same idea and the same expectations and they want to -- It is just a community there.
I: What does this community feeling then mean?
P: I think you can trust each other then more. What is cool is that you can exchange your experiences and you can get some tips because they have been there. Yes, so that is cool. But as I said before, I would not go to a hostel anymore, it was more that we did when we did not have the money to book a hotel.
I: Okay. So you in general value hotels and what you get there?
P: Yes, because hotels are, if you book a special standard, they are clean and secure.
I: Okay, perfect. I think you told me now quite a lot. Is there anything else you would like to add?
P: No, I think, I have said all.
I: So then thank you very much. Do you have any questions for me?
P: No. I think, I am interested in how the results are.
I: Okay. I can contact you later again. Could I also contact you in case I have any further questions?
P: Yes.
I: Okay. Then thank you very much.
Collaborative Consumption 162
Respondent Q
The interview took place in a quiet café in Germany. The interview started with a brief introduction of the purpose of the interview. Then, the participant gave an also a brief introduction. The participant is twenty-six years old and right now a student in Germany studying Business Administration. The participant does not travel that often, mostly once in a year. Yet, the participant only tried out hotels. Again, the interview agreed to tape recording of the interview.
I: So have not used Airbnb yet, right?
P: No, I have not.
I: I am wondering why have you not used Airbnb yet?
P: This has two reasons. One is, that I do not trust it, because I heard from a lot of friends that they got tricked. So they paid the money but did not get the room or flat and because the guy who tricked them used an email address with an Airbnb signing in the end, which is really easy to make nowadays, so Airbnb was out of the process. They did not see their money again. The other reason is that it is difficult for me to live in a flat there somebody else normally lives in. Sleep in his bed. I do not know, what he does there. I do not know, what happens in this flat, if he killed somebody and buried the dead body in a wall or something like that. So for me it is creepy to live in a foreigner’s flat, even if it is just for four days or something like that.
I: Okay, perfect. So now you told me two reasons. So let us start with the first one. You just told me that you heard from friends about their bad experience with an Airbnb. Maybe you already mentioned that, but so the bad experience of others, what is the consequence after heart about it?
Collaborative Consumption 163
P: I will not use Airbnb.
I: Why would you not use it then?
P: I am afraid that some stupid guys trick me, that I do not get my money. I am going to visit the town, the land, something like that where I rented the flat, go there and then there is no flat and then I am stuck there with nothing.
I: Okay. So then it is important for you not feel afraid?
P: Yes, very important.
I: So you do want to feel then, when you book an accommodation?
P: Like in a hotel, get a booking receipt or something like that, a travelling agency in the background or something like that.
I: So what is the consequence then, if you have a travelling agency behind?
P: Because I have then a person I can speak to if something happens. The hotel is overbooked or something and then I can call the travel agency and then they have to solve the problem for me. At Airbnb I think, if somebody uses a self created signature of Airbnb and when you call
Airbnb and tell them, “Hey, they tricked me. I do not have money. I do not have a flat. I am in
Singapore right now.”, when Airbnb will say, “Yes, that is your problem and not mine.” What am I going to do when?
I: Okay. So for a hotel, what do you value then?
P: I think I have a special security if I book a hotel. They have an image. If I book a room in a four star hotel, they have an image, they have to secure the image, hold their standard or something like that. If they are overbooked or something then I arrive, I can use their website and do a negative comment for the hotel. So that would not be good for them, so they will put more effort in to satisfy their customers. Airbnb is for me only a platform for customer to customer. They only give you the platform to share the flat but they have no intention to satisfy their customers. They are only giving the opportunity to gain some money for giving some other person your flat.
Collaborative Consumption 164
I: So you say people at Airbnb do that for the money?
P: Yes.
I: Okay. So I think you explained that very well. Then you also told me, like a different aspect, that you find it creepy to stay at someone else’s flat. Maybe you could also elaborate on that?
P: Let me think about it. You could say I am an introvert person. So it is difficult for me to stay in somebody’s flat, room, or house if I do not know that person. So it is very difficult for me to feel like I am home or having a good time.
I: As a consequence you cannot really feel like home?
P: Yes.
I: Anything else, any other consequences?
P: I would not enjoy my holidays, if I should be honest, because I am sleeping in a bed from a person I do not know if he cleaned the sheets, if I find a hair in the shower, or the whole flat is not clean. In a hotel I expect that, if it is not like I expected it, then the hotel has employees and I can complain about that and they clean it or fix it or something like that. When I rent a flat over Airbnb and it is a disgusting messy flat, it is my problem. So I can contact the owner, but he is not in his flat right now and I do not think he will be interested to come back cleaning the house for me.
I: Okay. Perfect. So now you told me several things. Let us go back that you said that you do not really feel like home there. Maybe you could also tell why is that so and what is the consequence then if you do not really feel like home.
P: Why it is like that? -- Because it is not my flat.
I: Also compared to a hotel room?
P: In a hotel room I know it is a business. I stay here for holidays. If I rent a flat, I would like to feel like home, enjoy myself but it would feel creepy to shower for example because it is not my flat, because the different style of the furniture or something like that. That is, I guess,
Collaborative Consumption 165 why I cannot feel home and the fact that it is the flat of a foreigner I have not seen in my life.
The consequences would be then that I would not enjoy my holidays, I would not enjoy the stay in this flat. Those are for me the consequences. I would feel like I have thrown the money out of the window.
I: Okay. So you say you actually you want to enjoy yourself then?
P: Yes.
I: And you think then you could not enjoy yourself if you are in an Airbnb then?
P: Yes.
I: Okay. Perfect. Then you also told me about the cleanliness of the room. So you think that is also something missing at Airbnb?
P: Yes. I think so, because you have nobody who cared about it. In a hotel you have the employees, the cleaning stuff and yes the hotel manager is a bulldog in this case. At Airbnb you have another normal person like you, who offers the flat. If it is clean, okay. If it is not clean, it is your problem not his. So I do not think you can write an email to Airbnb and say:
“Hey the flat was dirty as hell, I want to have fifty percent of my money back.”
I: So then again, if it were not clean, what would it mean when for your holiday?
P: I would not enjoy my holiday. I would be really pissed off.
I: So it would be something that would make it less enjoyable?
P: Yes.
I: So also as you told before then you also spoke about the complaint system, so you think you could not really do that at Airbnb?
P: Yes. I think, I could not just write an email and cannot complain about problems I have with the flat. I think, at Airbnb, the only thing they want to run is that you pay the money and get a flat. But with all the other problems -- they are not interested in this.
I: Okay, so because you also told me now about the complaint system. Is it then important for you to know that there is something where you can complain?
Collaborative Consumption 166
P: Yes.
I: And why is it then important for you to know that you can do complaints?
P: Because I feel secure because of that.
I: So safety?
P: Yes, because if I have a complaining system I do not think I lost my money -- I throw my money out of the window if something happens. In a hotel, you rent a room for seventy-five or one hundred Euro per night and if you have a problem with it you can complain about it and it gets fixed. At Airbnb, you pay one hundred Euros for a room or a flat per night and if something happens or you have a problem with the flat, it is your problem.
I: Okay. Perfect. Of all the reasons you mentioned before I think we quite well discussed that now. Is there now anything else, also if you think of a hotel, anything else you think it missing at Airbnb?
P: I think I would use Airbnb if Airbnb would have in every major city like Berlin,
Amsterdam, Munich, Paris a fixed location for problems or if something happens like you get tricked or something like that, that they can help you, then I would use Airbnb but so, I will never use it. That is one thing I would like to have, then I would think about it, not that I would use it, because if something happens you have a person face-to-face or you know there is fifty kilometers away is a location with an Airbnb employee that would make it less frightening for me.
I: Okay. Perfect. Then you also think about a hostel, is there something you could say?
P: A hostel? Never. I think it is like Airbnb, renting a flat from a foreigner, sleeping in a room with thirty other people I have not seen in my entire life, I have all my belonging with me, because when you stay in a hostel for me it is like you go backpacking, so you have all your belongings with you. You do not know if can you trust them. Do they rob you or something like that? So a hostel is for -- I think if I would go for a trip with friends, a hostel would be
Collaborative Consumption 167 okay, if a have a room with five or six other people I know -- or not five or six but two or three, I do not know. But for me alone in a hostel, I would not do it.
I: Okay. One last thing, we just talked about trust. So is trust important for you when you travel?
P: Yes.
I: When we go back to Airbnb is there also something if you think about trust, which is there or is not there?
P: Yes. I think the trust thing is like I told in the beginning with my friends who got tricked with the fake Airbnb email signing and something like that. I think it would be more trustful if
-- in that case for my friends, Airbnb said it is not their fault, we cannot do anything, but it is their homepage, they created this flat-to-flat share, so customer-to-customer relationship, so I think if they would help people that get tricked, it would become more trustful also for me, because I think if I get tricked, I am on my own. I can call the police. The police will not have any chance to help me.
I: As a last question, why is in general trust important for you?
P: Because I do not think you can trust a lot of people.
I: So you think that is then for an accommodation also really important?
P: Yes.
I: Is there anything else you want to add?
P: No. I think I said all I wanted to say.
I: Perfect. When do you have any questions for me?
P: No.
I: If I have any questions, can I contact you again?
P: Yes.
I: Thank you very much. You helped me a lot.
P: No problem. You are welcome.
Collaborative Consumption 168
Respondent R
The interview took place via Skype. The interview started with a brief introduction of the purpose of the interview. The participant agreed to tape recording of the interview. Then, the participant gave also a brief introduction. The participant is twenty-eight years old and is a student at the university of Amsterdam studying Business Administration. The participant enjoys long distance travels and to travel for a long time. Usually, the participant stays in a hostel in rooms preferably with up to eight people.
I: I already checked with you, so you have not used Airbnb yet, is that correct?
P: Yes, that is correct.
I: So maybe you could explain that to me because I am wondering now why you have not used Airbnb yet.
P: I think, yes, the first thing -- the most important reason is the price, because the hostel is cheaper. Then the second reason is that there are more opportunities for hostels. For me the first step when I plan my travels I go to hostels.com or booking.com and check, which hostels are there, check the prices. And also in the hostels it is easier to meet people. I like to travel -- or I travel a lot alone and I would like to meet people. In a hostel there are so many different people different nationalities and that is also a reason.
I: Okay, so if you are in a hostel and you meet new people from different cultures. So what are consequences then? Why do you value that?
P: For me, yes, that is important to me to -- or I like to learn something about different cultures and also the languages, I would like to learn different languages. Yes, it is just interesting to talk to different nationalities and I think when I would live in Airbnb, of course,
Collaborative Consumption 169 sometimes there are also people living there at the moment you are there, so you mingle with one or two persons, but the variety is not so high.
I: So in general, if you think about yourself, why do you value then to learn more about other cultures? Could you think of why that is important for you?
P: Yes, I think that it is good to be open and to be tolerant and yes just to open your mind and not be too focused and too narrowed in your point of view and just live in your own culture because the world is so big and there are so many different things and I think it is good to open up to different people and different cultures.
I: Perfect. So in the beginning you also told me about the price that hostels are cheaper. So then you travel is it then important for you to check the prices?
P: Yes. That is very important for me to check the prices and yes for me this is the most important thing, I think. I do not care so much about if it looks nice, or the kitchen is super clean, or the cleaning service is super amazing, or if I have my own bathroom. I do not care so much about this, the price is more important and when I am traveling, I usually just go to the hostel or place where I sleep so I am not spending so much time at that place. That is why the price is the most important for me.
I: Okay. So would you say that the price was the most significant reason why you have not chosen Airbnb yet?
P: No, no, I think more about the people. It is easier to meet people in a hostel because there are more people.
I: So you value them to meet new people?
P: Yes.
I: Okay. Perfect and then like also you told me about the booking process, like the platform of hostels.com or something. So what was there the good thing?
P: Yes, I think it is maybe similar actually to Airbnb. I am not so that much into Airbnb. So I like that you can see a map where are all the different hostels located. You can see all prices.
Collaborative Consumption 170
You can see ratings from other people, what they think about the hostel. They can rate different characteristics like the location, cleanness, and persons living there.
I: So you look at ratings than if you book?
P: Yes.
I: So now we compared Airbnb to hostels, is there maybe something you compare Airbnb to a hotel?
P: I think compared Airbnb to a hotel, I would prefer to do Airbnb because a hotel is really, really isolated. You have your hotel room. You do not have contact with the other people. So there is no chance to meet anyone. And when you do Airbnb at least sometimes you live together with the owner. So at least there are one or two persons to meet. When you are in a hotel there is no one.
I: Okay, perfect. Okay, so we talked now about the price and like the meeting of new people and the platform. Is there anything else you think of if you think of Airbnb or is it basically that?
P: Yes, I think I Airbnb has one an advantage that you can meet local people. In a hostel you will never meet or it is difficult to meet locals, like you know, it is difficult to find a locals in a hostel. When you go to Airbnb you usually life with an owner. So you get some local insights. That is an advantage of Airbnb. And of course, it feels more like home. It is not as clean as -- it feels more -- the decoration is nice, the kitchen is nice is, you have a couch, you have living room, it is a house, it is a home and it is a different atmosphere.
I: Okay. Comparing, if you go for a holiday and comparing on hostels, hotels and Airbnb, so would you go rather for a hostel because of the price and the meeting of people?
P: Yes.
I: So at a hotel, what is then there?
Collaborative Consumption 171
P: A hotel -- A hotel I would do when I want to like wellness, like wellness vacation or if I go with friends or with my partner when I would go for a hotel when I do not want to meet people.
I: Okay, perfect. So then I think you told me quiet a lot. Is there anything else you want to add?
P: No.
I: Do you have any questions for me?
P: No.
I: And if I have any further questions, can I contact you then?
P: Yes, sure.
I: Okay, thank you very much. You helped me a lot.
P: You are welcome.
Respondent S
The interview was conducted through Skype. The interview started with a brief introduction of the purpose of the interview. Then, the participant gave also a brief introduction. The participant is a twenty-one years student studying marketing in Germany and works part-time in a marketing agency. The participant likes to travel but does not travel that often, especially due to money constraints. Furthermore, the participant mentioned that travelling is a way to find out who you are. The participant also agreed to tape recording of the interview.
I: So as I check with all my participants, you have not booked an Airbnb yet, is that correct?
P: Yes, I have never used it.
I: But you heard about it, right?
P: Yes, I heard about it.
Collaborative Consumption 172
I: Okay so now I am wondering why have not considered it yet for your holidays, to book an
Airbnb?
P: I think I do not t like the thought of spending time at a home of a stranger – at a stranger’s home that I have never met before, because I am kind of like I think I am little bit insecure and also a little bit scared. I am a little bit scared of the thought that you could -- that the people you are stay at are not as they first seemed to be and that you have to stay with strange people that you do not like and I do not know.
I: So you think it could maybe a bit dangerous to go there, so you are scared?
P: Yes I think there is no good reason to be scared. I think I am a little bit scared, because for me as a woman I do not like the thought that it is a man and he is a little bit more than friendly. So yes, I am a little bit scared of that.
I: So think you now quite nicely explained the issue about safety. Is there also another reason why you would not use Airbnb?
P: I think -- well yes it depends on the person -- but I think it is a bit more comfortable to stay at a hotel. Because at Airbnb I think you really stay at the private home of people of who rent their apartment and yes I think I would like to stay more at a hotel because you have more comfort and service. So I think that is the thing with that.
I: Okay. So you value then the comfort of a hotel?
P: Yes.
I: Okay, perfect. Is there anything else if you compare Airbnb to a hotel, which is also the advantage of a hotel compared to Airbnb?
P: Hm.
I: You can also think for example about the booking process, or the stay there.
P: Yes, I think it is often more easy to stay in contact with the staff of the hotel then to communicate with the private people from other countries, because I think they do not always
Collaborative Consumption 173 have the time to answer very quickly and I think it is just faster and more easy to communicate with the hotel staff and the private persons.
I: Okay. So you value then if things go easier. So that is then also important for you?
P: Could you also explain why you prefer if things go easy, like the booking process for example?
P: I think it is because then I plan my holiday, my vacation, I like to do it fast because I have so many other things to do and so many other things in my head that I also have to do and if I cannot finish the process of booking and communication very quickly when I always have it in the back of my mind. I it stresses me a bit.
I: Okay, perfect. Now we compared Airbnb to a hotel. Maybe if you compare Airbnb to a hostel, is there something you think about that you could mention?
P: Compared to a hostel, Airbnb would be a choice for me, because I think that private people can give you a lot of insider tips and trick and what to visit. I think in a hostel the staff is often not so keen on helping you. Often you do not even someone you could talk to if you have a question. And I think hostels are -- most are not very nice to stay at, if you like comfort.
I: Okay. So you would rather then go to an Airbnb then to a hostel?
P: Yes, I think so.
I: Okay, perfect and is there anything else you would like to add? Or do you think you mentioned like with safety and also with the comfort the most important aspects?
P: Yes, I think that that are the most important aspect for me. I often thought of booking an
Airbnb but I have never done it. Maybe, I do it in the future, I do not know yet, but I think I would then look really close to whom I stay at.
I: So the biggest barrier for you is then the stranger you would live with?
Collaborative Consumption 174
P: Yes, I think so, because I have a distance to people I do not know. I know there are other people that are so communicative and they do not have any problems with talking to a stranger and staying at a stranger’s home but I think that is just not my thing.
I: Okay. Thank you then very much. Do you have any questions for me?
P: No, I do not think so.
I: If I have any questions later on, could I contact you then?
P: Yes, of course.
I: Okay, perfect. Then thank you very much he helped me a lot.
Respondent T
The interview took place face-to-face in a quiet café. The interview started with a brief introduction of the purpose of the interview. The participant agreed to tape recording of the interview. Then, the participant gave also a brief introduction. The nineteen years old participant is going to graduate this year from high school. The participant travels around twice a year and values travelling to foreign countries.
I: So you told me that you have not booked an Airbnb yet?
P: Yes, that is right.
I: So I was wondering why you have not booked an Airbnb?
P: I heard about Airbnb and I heard many people that did not talk nice about Airbnb because of the safety. A friend of mine once booked an Airbnb in Holland -- so there was a scammer.
So it was a fake Airbnb email. So the email did not go over the Airbnb homepage, so that was
Collaborative Consumption 175 the mistake of them. They had not noticed that. So they paid the money and in the end they did not have a housing, so they stood there without a house in this country.
I: So that was then a really bad experience you heard about. After this happened, so after you heard about it from your friends, what were then the consequences for you? What did you think then of Airbnb?
P: That I cannot trust it, because if there is not that much safety that I can go to this homepage and write to someone and they write me back and then I cannot really see if it is real or it is not real, because there were pictures, there was an address, and yes, they could not really see that it was not real.
I: So you just mentioned trust. Why is trust then important for you?
P: I have to trust them, because, first point, I have to live in their homes, if there is a home, so they have to tell me the truth about the rooms or safety in this area where the house is and if it is clean or something and of course the money. I have to trust them, if everything goes right with the money and I get this house and find it. Actually also because I am a woman, I have to be careful, too. And if I am alone, on a trip for example, I have to be safe and know that everything goes right.
I: So actually I already quite heard that a lot, like as a woman you are maybe a bit more careful. Maybe could you elaborate on that, so tell me more about that?
P: So I think it is not that you life with the people together but you have to trust the people, because you do not know them and they have to give you the key and everything. There is nobody else if you go to his or her houses and visit them. So you are alone with this people, so you have to be careful.
I: Okay. Perfect. So now you told me about the negative experience about it. So in general, if you hear something bad about like pages or brands, does and how does it affect you then?
Collaborative Consumption 176
P: It really does influence me, because these people who tell about hotels or things like
Airbnb, it can happen to me, too, the same experience as they got. So I choose if I would do it, too, or if I have to be careful.
I: So also then you for example book a holiday do you check then other peoples’ ratings or opinions?
P: Yes, I do this. Yes, I read the comments often. But yes, I check the comments if they really get so many bad points so if there is like, “oh my god, there is a hair on my bed”, and they get like one star or something, so I check it if it is really that bad or not. But I do look at this.
I: Okay, perfect. So also about Airbnb, is here maybe any other aspect or thing you think is maybe not that good about it?
P: Yes maybe the other locals like hotels, so it is -- Airbnb is something cheaper than a hotel or holiday house, because it is cheaper and this might be not that good for hotels, because many people say, okay the hotel in the city costs that much and a room of a person who wants to give it me is much cheaper. So that is not good for the hotels, because more people do not go to the hotels anymore.
I: Maybe a difficult question then, because you said it is bad for the hotels. So if you think about it, why do you care then about it? Because you could also say I just go for the cheaper hotels but you say you still care about hotels.
P: I think Airbnb is from private persons. It is only to -- so they get a little bit more money.
For the hotels, it is their life, so they also have people who work for them and the people that rent an Airbnb do that themselves. But in the hotel has like a cook or the cleaning woman, so there are so many jobs. Yes, in many cities or countries I think they live from the money they get from the hotels or the people who work there. So there are so many people who work at the hotels.
I: So you care about the people?
P: Yes.
Collaborative Consumption 177
I: So why do you care about people? Is that also important for in general in life?
P: Yes. I think, it is important. It does not really matter if one person goes to an Airbnb, a private person; it is not that bad for hotels. But if there are too many people that go to Airbnb it can happen so that the people in hotels loose their jobs.
I: Okay, perfect. Now you explained the point about your friends, like their experience, and also the aspect of hotels really well. Maybe if we just go back to safety. So could you maybe just summarize what could be unsafe about Airbnb?
P: Yes. As I told you for a woman -- the money, of course...
I: So you basically consider the money aspect, so if you transfer money...
P: Yes, right. So there is no background if I give them the money as I heard from my friends, they did not get the money back. So there is no -- they cannot help me. I do not get the money back if there is a scammer or something. On the homepage, you cannot find that easily a person who would say, “okay you have problems, you can call me”. So you cannot find that that easy on Airbnb. So that is a big point, too, and again the safety.
I: So you think on the webpage is not really a button or something in case something goes wrong?
P: Yes, yes.
I: Okay, perfect. So I think we covered now all the aspects you mentioned in the beginning.
Maybe if you think about hotels is there also anything else that is different to an Airbnb?
P: So maybe there is no breakfast, at first, if you want it. If you go to a hotel and go out during the day and you can come back and your bed is clean and your room is clean. So if want or need it, you cannot find it in an Airbnb. So if there is something, if you have some problems, if you are not satisfied with the place, in the hotel you always go to the manager or the person who works there and can tell them and say: “Sorry,... I do not like this.” At an
Airbnb, you cannot talk to the person or if something happened, you do not have the person around to talk.
Collaborative Consumption 178
I: So that is then, I guess important, if something happens?
P: Yes, right.
I: And what you just said before about the breakfast and that someone cleans, like what does that then mean for you holidays if you have all these things?
P: Its is more luxury in a hotel than Airbnb, I think that is a big issue for many people.
I: Why do you think it could be also nice have all this service during your holiday?
P: Because if you go in a holiday, you want to relax and you want that people do these things for you. And if you are on an Airbnb you have to do it all by yourself. I am also not sure what it is about cleaning, maybe you have to clean when you leave the house and everything has to be clean, but I am not sure, how exactly is at an Airbnb. But in the hotel you can stay. At an
Airbnb you have to clean, you have to prepare your own food. In most of the hotels, you can eat there, too. In an Airbnb you have to do it all alone.
I: Okay, perfect. If you think about a hostel, could you tell me the difference between a hostel and Airbnb?
P: A hostel is also cheap, but I think it is not a holiday house; it is just a room where you mostly live with more people together. At an Airbnb, I do not think that you can book together with other people, if you do not know them. A hostel is also cheap, but there you do not have a house, you just have a room and a kitchen for all of the people most of the times.
So that is the difference.
I: So think we talked now through many different points. If you think about Airbnb, is there anything left, or do you think you mentioned the most important aspects?
P: Yes, I think for some people, if they like to do their holiday on their own and they do not have much money, I think Airbnb is then a good option for them, but they have to be aware of their safety. So it has to be safer and everything has to be clear.
I: So you think actually it is a good thing for many people but the safety really hinders?
P: Yes, yes, that is right.
Collaborative Consumption 179
I: And maybe because you just mentioned, “more clear”, do you think then of the website?
P: Yes.
I: What do you think then could be “more clear”?
P: There is too much information if you go to this homepage, I think. So if I go back to the aspect of safety again, you could not see, like my friends could not see that the offer was not real. Maybe they should really include a map or something. So if you go on this map, and see the house or something in front of you, you can see that it safe or something like that to make it better organized.
I: Yes, so I think now we talked about a lot of different aspects. Do you have any questions for me?
P: No. I do not.
I: Okay. If I have any further questions after I transcribed the interview, could I contact you then again?
P: Yes, of course.
I: Then thank you very much, you helped me a lot.
P: Thank you, too.
Participant U
The interview took place face-to-face in a quiet café and was conducted in German. The interview started with a brief introduction of the purpose of the interview. The participant agreed to tape recording of the interview. Then, the participant gave also a brief introduction.
The twenty-four years old participant is working as an assistant to the management of a medium-sized company. The participant travels once a year and values travelling.
Collaborative Consumption 180
I: Super, dann weiß ich ja bereits, dass du noch nie ein Zimmer über Airbnb gebucht hast. würdest du mir vielleicht kurz erklären warum das noch nicht zustande gekommen ist?
P: Allgemein habe ich davon noch nichts gehört, aber grundsätzlich weiß man ja, dass es so etwas, aber ich denke mir ist es einfach bisher zu unsicher gewesen. Irgendwo ein Zimmer zu buchen und nicht zu wissen, ist alles sauber und ordentlich. Wo kommt man genau hin? Welche Leute trifft man dann an? Deswegen habe ich bisher nur Hotels gebucht.
I: Wenn wie jetzt zum Beispiel, weil du gerade gesagt hast das es vielleicht nicht so sauber sein könnte. Ist dir diese Tatsache wichtig, wenn du im Urlaub ist das alles sauber ist?
P: Ja sehr wichtig, ich denke, wenn man schon mal im Urlaub ist, dann muss auch alles sauber und ordentlich sein.
I: Und wenn du jetzt mehr darüber nachdenkst warum dir die Sauberkeit wichtig ist, warum ist es dir generell wichtig, dass alles sauber ist?
P: Schon generell und vor allem aus hygienischen Gründen.
I: Du meintest auch das du bei anderen Menschen lebst. Könntest du genauer erklären wir du dir das vorstellen würdest, also wie es wäre bei fremden Personen zu leben?
P: Ja erst mal wäre das bestimmt ungewohnt und ich weiß überhaupt nicht ob ich mir das vorstellen könnte.
I: Was wären denn beispielsweise die genauen Konsequenzen? wie wäre das Gefühl im Urlaub?
P: Wahrscheinlich würde man sich nicht wohlfühlen und hätte vielleicht auch Angst.
I: Ok, also ist dir ein generelles Gefühl das du dich eben wohlfühlst sehr wichtig. Jetzt hast du gerade noch den Sicherheitsaspekt angesprochen, könntest du dazu vielleicht noch etwas sagen?
P: Ja ich denke gerade wenn man in einem fremden Land ist und sich nicht so gut auskennt dann ist es schon wichtig, dass man sich sicher fühlt und dass man eben keine Angst hat, denn gerade im
Urlaub soll man sich ja wohlfühlen und entspannen und nicht Angst haben.
I: Die Konsequenz wäre also das du dich ein bisschen unwohl fühlen würdest. Wenn du jetzt dann nochmal überlegst, dass du einen Urlaub im Hotel buchst, was wäre etwas das du im Hotel
Collaborative Consumption 181 bekommen würdest, aber bei einer Privatperson nicht bekommen würdest?
P: Ich hätte bestimmt einen deutschsprachigen Ansprechpartner. Jemand der auch 24 Stunden an der
Rezeption ist und der mir helfen kann. Das ist ja nicht unbedingt der Fall, wenn man zu einer
Privatperson geht.
I: Was wäre dann die Konsequenz für den Urlaub, wenn du wüsstest das du 24 Stunden jemanden da hast den du ansprechen könntest?
P: Ich hätte eben mehr Sicherheit.
I: Ok, also bezieht sich das auch wieder auf die Sicherheit und fallen dir noch andere Dinge ein die du in einem Hotel hättest im Vergleich zu einer Buchung im Privathaushalt?
P: Meinst du zum Beispiel Telefon?
I: Ja zum Beispiel.
P: Ja das ich auf dem Zimmer ein Telefon mit den wichtigsten Nummern hätte und beispielsweise in
Notfällen direkt die Polizei verständigen könnte.
I: Also ist dir in diesem Fall auch die Sicherheit wieder sehr wichtig. Super, warst du schon mal in einem Hostel?
P: Nein.
I: Ok gut, weil dann wäre jetzt genau die Frage, was denn der Unterschied zu einem Hostel ist. Fällt dir vielleicht noch irgendwas ein was dazu gehören würde, wenn du bei einer Privatperson schlafen würdest? Wenn du von dem Gesichtspunkt der Abwicklung ausgehst? Also direkte Abwicklung mit der Privatperson ohne das ein Dritter dahintersteht?
P: Ja vielleicht, das haben wir zwar schon erwähnt, also, wenn ich dann beispielsweise zu der Adresse hinkomme und es ist dort niemand anwesend, oder werde dort doch nicht genommen. Das ist alles ein bisschen unsicher.
I: Also die Angst vor der Ungewissheit.
P: Und dass man nicht weiß wie die Zustände da sind z.B. ist da alles sauber, aber das hatten wir ja alles schon.
Collaborative Consumption 182
I: Mit den Menschen selber wären da vielleicht noch irgendwelche Zweifel, wenn die dort wären?
P: Ja da kommen die Fragen auf, wie sind die Menschen da? Sind die alle nett? Oder vielleicht sogar gefährlich? Also da muss man schon aufpassen.
I: Super, gibt es vielleicht auch etwas Positives was du aus der Tatsache das du fremde Menschen triffst rausziehen könntest?
P: Na klar, die könnten dir auch viel über das Land erzählen und man könnte eigene Eindrücke gewinnen. Das hätte man natürlich im Hotel nicht und sie könnten dir auch Geheimtipps geben, wo man hin kann etc.
I: Also generell, wenn jetzt der Sicherheitsaspekt anders geregelt wäre, könntest du dir das vorstellen oder wäre es dir zu ungewiss?
P: Ich glaube es ist doch ein bisschen ungewiss. Außer ich müsste jetzt unbedingt ganz viel Geld sparen, dann würde ich es vielleicht machen.
I: Ok, also denkst du schon das es vielleicht ein bisschen günstiger ist?
P: Ja denke ich schon.
I: Ok, super möchtest du vielleicht noch irgendwas Wichtiges ergänzen? Oder hast du schon alles
Wichtige gesagt?
P: Ich denke wir haben das Wichtigste.
I: Sollte ich noch irgendwelche Fragen haben kann ich dich kontaktieren?
P: Natürlich.
I: Klasse, dann bedanke ich mich für das Interview.
Participant V
The interview took place face-to-face in a quiet café and was conducted in German. The interview started with a brief introduction of the purpose of the interview. The participant
Collaborative Consumption 183 agreed to tape recording of the interview. Then, the participant gave an also a brief introduction. The thirty years old participant is working in a customer service department.
The participant travels, if possible, once a year.
I: Nun habe ich dich ja bereits gefragt, ob du Airbnb bereits einmal genutzt hattest und in deinem Fall ist das ja noch nicht passiert. Hierbei ist es ja so, dass du von einer Privatperson ein Zimmer buchen würdest. Vielleicht könntest du mir kurz aus deiner Sicht die Nachteile nennen, die dazu geführt haben das du Airbnb noch nie genutzt hast.
P: Mir fehlt bei Airbnb die Sicherheit die ich sonst im Hotel habe. Einfach das im Hotel alles passt, also alles nach meinen Vorstellungen ist. Natürlich kann mir diese Privatperson, bei der ich buchen würde, einige Bilder von seiner Wohnung oder dem Zimmer zeigen und mir auch erklären das alles in
Ordnung ist. Im Endeffekt kann es aber doch anders sein und so habe ich bei einer Buchung im Hotel mehr Sicherheit. Das kann auch daran liegen, dass wir etwas altmodisch sind und eine Hotelurlaub für uns schon etwas Traditionelles ist.
I: Jetzt hast du gerade zwei Aspekte genannt. Deshalb erstmals zu dem Service an sich, weil du meintest ihr wart immer im All-Inclusive Urlaub. Was denkst du welche Serviceleistungen dir fehlen würden, wenn du ein Zimmer bei einer Privatperson buchst?
P: Mir würde einiges fehlen. Es würde sehr vieles geben, um das ich mich selber kümmern müsste, wenn ich ein Zimmer bei einer Privatperson buchen würde. Beispielsweise müsste ich mich selbst um meine Verpflegung kümmern. Das wäre bei einem All-Inclusive Urlaub nicht der Fall, denn hier kümmert sich das Hotel um meine Verpflegung.
I: Was wäre dann die Konsequenz für den Urlaub also, wenn du schon dort bist und alles wird für dich gemacht. Wie ist dann der Urlaub für dich?
P: Für mich wahnsinnig entspannt, da ich mich auf nichts großartig konzentrieren und organisieren muss, was ich sonst zuhause tun müsste. Es wäre also für mich die pure Entspannung mal für ein paar
Tage vom Alltag abzuschalten und nur genießen zu können. So ist für mich der All-Inclusive Urlaub.
Collaborative Consumption 184
I: Jetzt hast du gerade angesprochen was du zuhause zu erledigen hast. Könntest du das noch genau konkretisieren?
P: Auf was ich mich Zuhause konzentrieren muss, ja um meine Verpflegung, Reinigung etc. das nimmt mir halt, wenn ich daheim bin, niemand ab. Ich muss mich dort um alles selbst kümmern und deswegen möchte ich das im Urlaub nicht haben. Hier möchte ich das sich um mich gekümmert wird bzw. ich mich um nichts kümmern muss.
I: Super, dann hast du diesen Aspekt jetzt sehr gut erklärt. Zu Beginn unseres Interviews hast du noch den Aspekt Sicherheit erwähnt. Wenn du jetzt daran denkst, dass du den ganzen Buchungsprozess mit einer Privatperson machst und zusätzlich noch bei dieser lebst, wie würdest du dir das vorstellen?
P: Ja, ich bin bei solchen Dingen immer eher skeptisch und das große Problem für mich ist, dass ich mein Gegenüber nicht kenne. Wie gesagt, dass kann an meiner altmodischen Einstellung liegen.
Natürlich kann mir so etwas im Hotel auch passieren, aber hier habe ich dann einen direkten
Ansprechpartner der das Ganze für mich regelt, dass stellt für mich Sicherheit dar. Die Buchung eines
Zimmers von einer Privatperson passt einfach nicht so ganz in meine Vorstellung von einem Urlaub.
I: Wenn du jetzt noch weiter denkst zu dem Aspekt Sicherheit und dem Leben bei einer Privatperson, was wären die Konsequenzen für deinen Urlaub? Würdest du diesen Urlaub genießen?
P: Wenn ich jetzt doch über Airbnb buchen würde?
I: Genau?
P: Das ist eine gute Frage, eigentlich hatte ich mir darüber noch keine tieferen Gedanken gemacht.
Ich denke aber, dass dieser Urlaub dann stressig für mich wäre und ich den Urlaub nicht genießen könnte. Da zwei wesentliche Punkte die einen Urlaub für mich ausmachen einfach nicht da wären.
Mir würde eben der Hotelservice fehlen und deswegen müsste ich mich ja dann um alles selbst kümmern. Was ich mir schon recht stressig vorstelle und den Urlaub dann auch sicher nicht sehr gut macht. Da mir auch die Sicherheit sehr wichtig ist und ich eben die andere Person nicht kenne würde ich mich, denke ich, einfach nicht wohlfühlen und den Urlaub genießen.
I: Was denkst du, könnte positiv daran sein ein Zimmer bei einer Privatperson zu buchen?
Collaborative Consumption 185
P: Positiv wäre denke ich, dass es einfach mal anders ist. Weg von diesem klassischen
Urlaubskonzept und einfach mal etwas Neues kennenlernen. Diese Art des Urlaubs hat sicherlich seinen Reiz, da man näher an die jeweilige Kultur herankommt und eventuell die Menschen die dort
Leben besser kennen lernt, wenn man sozusagen ihr Nachbar ist.
I: Ok, also siehst du in dem Airbnb Modell Vorteile?
P: Ja das schon, aber ich würde es halt einfach nicht buchen, weil wenn ich schon einmal Urlaub mache möchte ich auch von Anfang an Wissen was ich in diesem Urlaub alles habe. Bei Airbnb weiß ich das aber einfach nicht.
I: Also zielt das auch wieder auf den Aspekt Sicherheit ab?
P: Ja, genau.
I: Ist es dir dann auch generell wichtig, dass du weißt was du buchst, wo du hingehst etc.? Ist
Sicherheit ein sehr wichtiges Thema bei dir?
P: Ganz klar, ja. Denn wenn ich schon Geld in eine Sache investiere, möchte ich auch, dass alles passt und es meinen Vorstellungen entspricht. Ich will nicht im Nachhinein das Gefühl haben mein
Geld einfach aus dem Fenster geschmissen zu haben, sondern das Gefühl haben das ich das Geld gut genutzt habe.
I: Gibt es sonst noch irgendeinen Aspekt der dir zu diesem Thema einfällt? Oder denkst du wir haben jetzt das wichtigste umrissen?
P: Ne also für mich war das jetzt so das wichtigste.
I: Hast du vielleicht noch eine Frage an mich?
P: Nein, im Moment fällt mir nichts ein.
I: Klasse, dann bedanke ich mich sehr für das Interview. Falls noch irgendwelche Fragen aufkommen sollten, kann ich mich dann nochmals bei dir melden?
P: Natürlich.
I: Super, dann Dankeschön. Tschüss.
P: Bitte, gerne, tschüss.
Collaborative Consumption 186
Participant W
The interview took place face-to-face in a quiet café and was conducted in German. The interview started with a brief introduction of the purpose of the interview. The participant agreed to tape recording of the interview. Then, the participant gave also a brief introduction.
The twenty-three years old participant is working in an accounting department. The participant travels once a year, mostly camping.
I: Jetzt, wenn wir mal zurück zu Airbnb gehen. Könntest du mir sagen, warum du dir denkst, dass es kein Service ist, den du nutzen würdest?
P: Ich denke ich hätte Angst, weil ich nicht so wirklich weiß wer da jetzt in meine Wohnung kommt und was der tut, wenn ich nicht da bin. Das derjenige in meinen privaten Sachen rumschnüffelt oder vielleicht sogar was klaut. Ich wüsste nicht ob ich mich mit dem verstehe. Ich weiß nicht also ich hätte ein blödes Gefühl.
I: Jetzt hast du eben erzählt, wenn die Person zu dir kommen würde wäre das nicht so ein gutes
Gefühl. Wie wäre es jetzt, wenn du zu jemand anderes in die Wohnung gehen würdest?
P: Da wüsste ich auch nicht zu wem ich wirklich komme. Vielleicht sperrt er mich ein oder lässt mich gar nicht mehr raus. Also ich bin da voll der Angsthase und würde das nicht machen.
I: Wenn du jetzt mal überlegst, warum dir das ein komisches Gefühl gibt. Ist es dann für dich persönlich wichtig ein gewisses Gefühl von Sicherheit zu haben?
P: Ich habe halt gerne meine eigenen vier Wände um mich, mache meine Tür zu und dann ist da auch kein anderer Mensch mehr da und meine Sachen sind meine Sachen. Die nur ich gesehen habe und auch nur mich was angehen. Also es ist halt so vier Wände, Tür zu und meins.
I: Also deine Privatsphäre.
P: Ja genau.
Collaborative Consumption 187
I: Was wäre die Konsequenz, wenn du diese Privatsphäre für deinen Urlaub nicht hättest. Wie würde der Urlaub dann aussehen?
P: Stress, purer stress. Also ich würde mir die ganze Zeit Gedanken machen. Was ist da jetzt? Was macht der jetzt? Wie ist der so? Was denkt der über mich? Hat er irgendwas vor, wenn er zum
Beispiel komisch schaut. Also die Person bei der ich bin oder die bei mir ist. Das wäre für mich nur
Stress und kein Urlaub
I: Jetzt hast du ja erzählt das du bisher Urlaub im Campingwagen gemacht hast. Was sind denn da so die Vorzüge die du bei dieser Art von Urlaub hast, die du bei Airbnb nicht hättest.
P: Naja man hat halt den Wohnwagen, denn kann man dann zusperren. Das ist deiner und da kommt keiner rein. Du bist zwar klar unter Menschen, wenn du draußen bist. Du kannst mit dem Auto überall hinfahren, da man ja den Wohnwagen abstellen kann. Natürlich bist du dann woanders auch unter
Menschen, aber du bist halt dann, wenn du zurückkommst im Wohnwagen und das ist deiner.
I: Ok, du hast zu Anfang gesagt das du dann flexibler bist im Urlaub?
P: Genau, ich bin ja nicht an diesen einen Ort gebunden. Ich schlafe zwar an diesem einen Ort kann aber überall hinfahren und könnte mir notfalls dann auch in einer anderen Stadt ein Hotel nehmen.
I: Wenn du jetzt mal darüber nachdenkst, dass du auch die Wahl hättest ein Hotel zu buchen.
Könntest du dir da vorstellen was der Unterschied zu Airbnb wäre?
P: Naja, man hat halt keine Privatperson. Das ist eine Hotelkette deren Zimmer von Leuten sauber gemacht werden, die mit dir gar nichts zu tun haben. Das Essen wird gemacht etc. Du bist also für dich alleine im Urlaub und hast keine Person mit der du dich arrangieren musst.
I: Ok, ich denke das mit dem arrangieren ist ein Punkt der Flexibilität, ist es dann generell für dich wichtig das du flexibel bist?
P: Ja.
I: Was wären denn die Konsequenzen, wenn du nicht flexibel wärst?
P: Auch stress.
I: Also baut das ganze so auf Stress auf?
Collaborative Consumption 188
P: Ja, genau.
I: Dann hast du noch die Sauberkeit angesprochen. Was fällt dir denn da im Zusammenhang mit
Airbnb ein?
P: Man weiß halt nicht wo man hinkommt, wenn man zwar vorher Bilder sieht mag zwar alles schön sauber sein, aber wenn man dann wirklich da ist kann das anders sein. Man kann zwar der Person sagen, dass es dreckig ist und es einem nicht gefällt. Jedoch müsste ich es ja dann selber putzen, wenn die Person es nicht putzen würde. Beispielsweise im Hotel, da macht das jemand für mich. So weiß man einfach, dass es gemacht wird. Ist man nun bei einer Privatperson weiß man das nicht.
I: Nun zur Seite von Airbnb. Das ist ja eine Onlineplattform, hierbei würdest du den ganzen
Buchungsprozess online mit einer Person abwickeln. Siehst du hierbei auch Aspekte, die dich stören könnten?
P: Ja das ist halt alles online und nicht persönlich. Hier kann man sich viel verstellen und wenn man dann erstmals dort ist und dann das wahre Gesicht von der Person rauskommt. Das alles kann man halt vorher nicht erkennen, wenn man die Person nicht kennt, da hätte ich Angst. Durch die ganzen
Medien, was da so passiert. auch wenn das manchmal weit weg ist.
I: Bist du dann generell eine Person die gerne Sicherheit hat?
P: Ja Sicherheit, die eigenen vier Wände. Ich mache meine Tür zu und weiß da ist niemand, da guckt niemand.
I: Ok, dann nochmal zum Thema Sicherheit, was wäre dann die Konsequenz, wenn du dich nicht sicher fühlen würdest? Also neben dem Stress der dadurch aufkommt.
P: Also wenn ich schon bei der Person bin?
I: Genau.
P: Ich würde meine Sachen packen und einfach los.
I: Ok, warst du schon einmal in einem Hostel im Urlaub?
P: Nein.
I: Ok, sonst hätte ich noch gefragt, was da so die Unterschiede sind. Gibt es eventuell sonst noch
Collaborative Consumption 189 etwas Wichtiges das du hinzufügen möchtest?
P: Ja, prinzipiell finde ich es schon toll, das es so was gibt, da es eben billiger ist als ein Hotel. Man ist dort auch mehr unter Menschen als im Hotel. Jedoch ist es eben nicht für jeden etwas.
I: Vielleicht noch kurz etwas zu den Vorteilen, weil du gerade schon damit begonnen hast.
P: Zum einen ist es billiger, wenn dann noch die Chemie zwischen den zwei Personen passt, kann man in der fremden Person sicher eine Freundin sehen und mit ihr viel unternehmen, Filme schauen und Essen bestellen. Man unternimmt viel zu zweit und ist nicht alleine, wie Beispielsweise im Hotel, aber man kann eben auch auf die andere Art von Leuten treffen.
I: Also würdest du sagen, du siehst zwar Vorteile aber prinzipiell ist es trotzdem einfach nichts für dich.
P: Genau, für mich persönlich wäre es nichts.
I: Dann denke ich haben wir jetzt alles besprochen, sollte ich noch Fragen haben könnte ich dich nochmal kontaktieren?
P: Na klar.
I: Super, dann vielen Dank für das Interview.
Participant X
The interview took place face-to-face in a quiet café and was conducted in German. The interview started with a brief introduction of the purpose of the interview. The participant agreed to tape recording of the interview. Then, the participant gave an also a brief introduction. The twenty-nine years old participant has a two years old child and is working part-time in an accounting department. The participant travels, if possible, once a year.
I: Gut, ich habe ja schon vorher nachgefragt, dass du Airbnb noch nicht genutzt hast, aber diese
Collaborative Consumption 190
Möglichkeit kanntest, wo könnten die Gründe liegen das du es noch nicht genutzt hast?
P: Weil es uns vielleicht einfach nicht liegt. Dadurch dass wir eine kleine Tochter haben ist es im
Hotel mit Animation und Kinderbetreuung und dem Service im Allgemeinen einfacher. Daher denke ich, dass ich definitiv ein Hotelmensch bin.
I: Was wären dann die Konsequenzen, du gehst in den Urlaub hast ein Hotel und den angesprochenen
Service. Wie würde der Urlaub dann verlaufen?
P: Es ist schon so, dass man als Elternteil dann mal entspannen kann, da man sein Kind zur
Betreuung geben kann. Die sind dann beschäftigt und kommen mit anderen Kindern zusammen.
Zusätzlich weiß man, dass es ihnen gefällt. Deswegen hätte ich gesagt, dass mir sowas mehr liegen würde, wie jetzt ein Haus zu mieten bei anderen Familien. Die neben einem selbst auch noch da sind, weil die Privatsphäre hat man da eben nicht so wie im Hotel. Wo man sein eigenes Zimmer hat.
I: Das stimmt, wenn du jetzt mal über die Entspannung nachdenkst. Warum ist das wichtig für dich?
P: Weil man einfach mal die Seele baumeln lassen kann, wenn das Kind nicht da ist. Vor allem bei einem zwei jährigen Kind, weil man eben viel am rumrennen ist und da kann man es eben mal für ein paar Stunden abgeben.
I: Super, wenn du jetzt mal drüber nachdenkst, abgesehen vom Kind, dass auch andere Dinge wichtig sind?
P: Der Service natürlich, naja es ist schon schön, wenn man in den Urlaub geht und man muss nicht das Frühstück machen, kochen und einkaufen. Sondern kann sich einfach mal verwöhnen lassen.
I: Also verwöhnen lassen wäre dann so ein Aspekt?
P: Ja genau, weil man das ja sonst im Alltag nicht hat.
I: Also das heißt dann ist der Urlaub auch ein bisschen anders als der Alltag?
P: Richtig.
I: Wenn du das jetzt noch einmal zusammenfassen müsstest, warum genau?
P: Einmal das Verwöhn-Programm für mich selber als Mama und eben die Kinderbetreuung. Die
Tatsache, dass auf das Kind aufgepasst wird und ich mich nebenbei an den Pool lege und ein Buch
Collaborative Consumption 191 lesen kann. Das wäre eben meine Entspannung.
I: Also denkst du Entspannung ist hier einfach sehr groß geschrieben?
P: Genau.
I: Wenn du jetzt darüber nachdenkst was sonst noch im Hotel anfällt, im Vergleich zu einer
Übernachtung bei einer Privatperson, was könnte dich dabei stören?
P: Im Hotel beispielsweise die Reinigung. Es wird dein Zimmer gereinigt, dein Bett gemacht und es kommt dann eben darauf an ob es andersrum auch so ist? Allgemein die Sauberkeit an sich, wenn ich jetzt bei einer Privatperson bin, die nicht da ist, dann muss ich da auch putzen und dass alles selber machen.
I: Wenn du jetzt darüber nachdenkst, dass der komplette Buchungsprozess mit einer Person stattfindet, ist das auch ein Argument?
P: Natürlich, weil durch ein Hotel einfach die Sicherheit bzw. für mich durch ein Reiseunternehmen mehr Sicherheit da ist, als wenn ich das mit einer Privatperson mache. Denn ich weiß ja nicht mit wem ich das da mache. Also schon die Sicherheit an sich.
I: Ist dir Sicherheit dann allgemein im Leben wichtig?
P: Ja, sehr.
I: Was wäre denn dann die Konsequenz, wenn du das Gefühl hast das es nicht so sicher ist?
P: Dann würde ich es definitiv nicht machen. Ich würde dann sagen, ich gehe in ein Hotel und mache das über ein Reiseunternehmen. Ich bin mit dem Internet schon immer sehr skeptisch, man hört so viel, und gehe lieber persönlich ins Reisebüro und buche das da, weil ich eben denke, dass es am
Sichersten ist. Das ist jetzt meine Meinung.
I: Zu deiner Aussage, dass du beim Internet allgemein ein bisschen skeptisch bist. Könntest du das noch etwas ausführen?
P: Naja, man hört so viel. Natürlich ist es die schnellste und einfachste Art und Weise, aber eben manchmal nicht die Sicherste. Bei einem Reisebüro kann mir das nicht passieren, hier habe ich einen
Ansprechpartner und der regelt das dann für mich.
Collaborative Consumption 192
I: Also beeinflusst dich diese Tatsache, dass man viel über Dinge im Internet hört?
P: Ja genau, bisher habe ich auch noch nie über das Internet gebucht. Ich habe mir die Angebote aus dem Internet ausgedruckt und bin dann aber ins Reisebüro und habe dort erklärt, dass ich gerne ein
ähnliches Angebot hätte.
I: Also ist das Internet auch ein gewisser Faktor, der für dich dagegen spricht.
P: Ja, ein für mich nicht sicherer Faktor. Es ist mir vielleicht zu unsicher.
I: Ok also, wenn du jetzt zum Beispiel in einem Reisebüro buchst, gibt dir das ein Gefühl von
Sicherheit.
P: Definitiv.
I: Gibt es sonst noch irgendeinen Aspekt der dir einfallen würde?
P: So eigentlich nicht mehr. Wir haben ja bis jetzt das Entspannen, die Sauberkeit an sich, die
Sicherheit und das sich Verwöhnen lassen. Nein, also eigentlich nichts mehr.
I: Sauberkeit ist für dich also auch sehr wichtig, auch im Urlaub?
P: Ja sehr wichtig, wenn man schon einmal im Jahr wegfährt und sich das einmal im Jahr leistet, dann möchte man ja auch etwas für sein Geld bekommen. Da muss dann schon alles passen.
I: Super, könntest du dir vielleicht vorstellen was ein paar Vorteile von Airbnb sind?
P: Ich denke, dass es eine Geldfrage ist. Davon gehe ich mal aus, dass es wesentlich günstiger ist, als wenn ich ein Hotel buche. Das ist ein Vorteil und wenn die Privatperson da wären und man ein sehr gemeinschaftlicher Mensch ist, gemeinsam die Abende verbringen kann, sich austauschen kann etc. ist das ein weiterer Vorteil.
I: Du siehst also auch Vorteile, aber generell,, für dich ist das eher nichts?
P: Genau, ich sehe Vorteile, aber für uns ist es nichts.
I: Hast du sonst noch irgendwelche Fragen an mich?
P: Nein keine.
I: Dann bedanke ich mich sehr für das Interview und falls ich noch irgendwelche Fragen habe, könnte ich dann nochmal auf dich zukommen?
Collaborative Consumption 193
P: Natürlich.