Journal of Hospitality and Tourism Management 42 (2020) 130–140

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Journal of Hospitality and Tourism Management

journal homepage: www.elsevier.com/locate/jhtm

The (de)motivation factors in choosing Airbnb amongst Vietnamese T

consumers
Trang Ha Tran, Viachaslau Filimonau∗
Faculty of Management, Bournemouth University, Talbot Campus, Fern Barrow, Poole, Dorset, BH12 5BB, UK

A R T I C LE I N FO A B S T R A C T

Keywords: The growing importance of Airbnb calls for better understanding of the determinants of its purchase intentions.
Sharing economy This becomes particularly relevant in the context of emerging markets, where Airbnb is rapidly evolving. This
Airbnb paper contributed to knowledge by exploring the (de)motivation factors in choosing Airbnb in Vietnam, a
Purchase intention growing economy in South-East Asia. An online quantitative survey of current and prospective Airbnb users
Consumer (de)Motivation
revealed perceived value and functional aspects of rented properties as the prime motivators, while safety
Asia
considerations were identified as a key demotivator. Contrasting findings of previous research conducted in the
‘western’ contexts, user experience and social benefits did not exert significant effect on purchase intentions of
Vietnamese consumers. In addition to reinforcing theoretical understanding of the core (de)motivating factors in
purchase intentions of Airbnb services, this study demonstrated the need for Airbnb industry practitioners to
comprehend the variations in consumer preferences that exist across the different consumption markets.

1. Introduction
The ‘sharing economy’ has disrupted the traditional nature of
tourism business (Botsman & Rogers, 2011). Airbnb represents a clas-
sical example of such disruption as, since foundation in 2008, it has
now become the largest tourist accommodation provider (Guttentag,
Smith, Potwarka, & Havitz, 2018). Scholarly attention to Airbnb is
growing as a result (Tussyadiah & Pesonen, 2018), with an increasing
number of studies looking at the operational challenges in running an
Airbnb business (Keymolen, 2013), but also examining its impact on
local communities (Gottlieb, 2013) and traditional hospitality en-
terprises (Fang, Ye, & Law, 2016). A dedicated research stream has set
to investigate the factors that (de)motivate tourists to use Airbnb as an
alternative to traditional accommodation services (Guttentag et al.,
2018). Despite the progress made, the scope of Airbnb research remains
limited to a handful of markets, predominantly represented by devel-
oped economies (Owyang, Samuel, & Grenville, 2014).
Developing and transitional economies in Asia hold significant po-
tential for tourism growth, including the increasing demand for ac-
commodation services (UNWTO 2017a). The substantial cross-cultural
differences in the determinants of purchase intentions have long been
recognised (Um, Chon, & Ro, 2006), thus calling for a dedicated stream
of research on the (de)motivations of Airbnb use in the Asian markets.
This will not only enhance scholarly understanding of the consumption
patterns of tourists in the West and the East, but can also provide em-
pirical evidence for the industry practitioners to refine the extant
Airbnb business offerings to reflect the differences across the geo-
graphical markets of consumption.
Vietnam is a rapidly developing tourist market in South-East Asia
(UNWTO, 2017b). Having arrived to Vietnam in 2015, Airbnb has now
become here the most popular platform of non-traditional tourist ac-
commodation rentals (Anh, 2017). Despite the on-going development of
Airbnb in Vietnam, no research has attempted to understand what
motivates Vietnamese tourists to use its services. Further, while existing
literature has examined consumer motivation of Airbnb use, there have
been fewer attempts to also explore the demotivational factors that
hamper users’ intention to purchase Airbnb services (Guttentag, 2015).
What is more, while the (de)motivational attributes have been studied
from the viewpoint of extant Airbnb users, opinions of prospect Airbnb
guests have not been investigated in depth. This paper partially plugs
this knowledge gap by exploring the (de)motivational factors of Airbnb
use among current and future consumers in Vietnam, a rapidly growing
tourist market in South-East Asia.

∗
Corresponding author.
E-mail address: vfilimonau@bournemouth.ac.uk (V. Filimonau).

https://doi.org/10.1016/j.jhtm.2019.10.011
Received 1 April 2019; Received in revised form 26 September 2019; Accepted 11 October 2019
Available online 03 January 2020
1447-6770/ © 2020 CAUTHE - COUNCIL FOR AUSTRALASIAN TOURISM AND HOSPITALITY EDUCATION. Published by Elsevier Ltd All rights reserved.
T.H. Tran and V. Filimonau
2. Literature review
2.1. The phenomenon of Airbnb
By making use of spare capacity and technology, Airbnb provides an
innovative way for hosts to share their accommodation and for tourists
to rent it (Guttentag, 2015). Over 300 million guests used Airbnb since
2008 and circa five million properties were available for rent in 2018
(Airbnb, 2018). Based on the number of properties in operation, Airbnb
has become the world's largest tourist accommodation provider.
There are split scholarly opinions on the impact of Airbnb on tra-
ditional hospitality enterprises. Some academics believe that Airbnb
offers new market opportunities for hotels by expanding the market to
the new categories of consumers and diversifying the supply (Heo,
2016). There is also a belief that Airbnb does not compete with hotels
due to its appeal to a different market segment, such as vacation rentals
and homestays, and customer base, such as young budget travellers
(Guttentag, 2015). Concurrently, Zervas, Proserpio, and Byers (2017)
claim that a 10% increase in Airbnb listings subsides hotel revenues by
0.39%. Likewise, Lane and Woodworth (2016) posit that the growth of
Airbnb impacts hotels by restraining their pricing power. Haywood,
Hoyt, Wilson, Hennis, and Alvarado (2016) assert that hotels require
heavy investment to increase supply whereas Airbnb is more agile. In
addition, Airbnb is expanding rapidly, addressing the areas in which it
has traditionally underperformed, thus attracting a wider consumer
base. For example, Airbnb has recently introduced its premium listings
in major metropolitan areas to tap into the conventional hotel market
(Behan, 2018).
The benefits of Airbnb from the consumer, business and destination
management organisation (DMO) perspective are manifold. For con-
sumers, Airbnb saves money, but also provides an opportunity to gain
authentic local experiences and access to household amenities
(Tussyadiah, 2015). Besides, Airbnb increases business competitive-
ness, thus prompting the hospitality industry to refine their products
and enhance their appeal to consumers (Ghemawat, 2002). For ex-
ample, with Airbnb being perceived as a cheaper accommodation op-
tion, hotels may lower their prices, which, in turn, can bring more
tourists to the destination. Further, instead of competing, hotels may
choose to collaborate with Airbnb by advertising rooms on their plat-
form. Although it is expected that Airbnb will charge hotels extra to be
advertised on their website, according to Truong (2015), this option
will still be cost-effective for hotels. Moreover, Airbnb is currently of-
fering ‘experiences’ arranged by hosts, thus contributing to consumer
satisfaction (Lawler, 2014). Lastly, a substantial opportunity arises from
Airbnb's collaboration with DMOs. This is well exemplified by the re-
cent partnership of Airbnb with the Visit Sweden which has offered the
destination to reach for more customers in previously unpopular mar-
kets (Millington, 2017).
Trust is a major impediment to Airbnb use (Tussyadiah, 2015). To
address it, Airbnb encourages users' social connections by sharing
personal experiences and facilitating the guest-host interaction (Chen &
Xie, 2017). Guests and hosts exchange information on their interests of
staying and renting the properties and this communication intensifies
during the course of the stay and continues after the stay on account of
the post-visit reviewing system. Further, over the last few years, Airbnb
has faced regulatory issues. The Airbnb's model of unlicensed short-
term rentals is considered illegal in many cities that apply restrictions to
the activities of Airbnb's hosts and guests (Coffey, 2017). These re-
strictions include commanding Airbnb's guests to pay an occupancy tax
or limiting the number of days that property owners can rent out their
place per year. For example, in Paris, hosts can only rent their place out
for a maximum of 120 days a year while London limits the maximum
number to 90 nights (Coffey, 2017). Further, in 2017, the residents of
Venice and Barcelona protested against over-tourism in part due to
unlicensed Airbnb properties affecting negatively the local rental
market (Coldwell, 2017). In response to this, Palma (Spain) has banned
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Journal of Hospitality and Tourism Management 42 (2020) 130–140
short-term rentals of private homes to tourists (Day, 2018). Despite
these challenges, the on-going growth of Airbnb poses a question of
what factors affect consumer purchase intention of its services. These
factors will be discussed next.
2.2. (De)motivation in choosing Airbnb
Motivation represents the reasons for which people behave in a
certain way or repeat their behaviour (Lantos, 2011). The tourism
motivation literature has evolved around the push-pull motivational
framework (Wall & Mathieson, 2006). The ‘push factors’ are the in-
ternal desires to travel, whereas the ‘pull factors’ involve external fac-
tors, such as price, destination-based activities and the environment,
that may convince tourists to travel. Although motivation inspires
people to engage in certain behaviours, these behaviours can only occur
in the result of an intense consumer decision-making process (Sirakaya
& Woodside, 2005). Due to the complexities of the processes involved in
consumer decision-making, rather than using definitions alone, the use
of models is required (Horner & Swarbrooke, 2004).
A review of the literature on consumer decision-making performed
by Smallman and Moore (2010) indicates that customer decisions are
regarded as being rational and should therefore follow a sequence.
Based on the main models of consumer decision-making in tourism, a
simplified decision-making (purchasing) process in tourist consumption
can be proposed which, at the beginning, embeds information search
enhancing customer knowledge of specific products/services. Next,
using their past experience and this new knowledge, consumers form
their attitudes and establish their intentions. These intentions should,
eventually, lead to certain behavioural actions. This simplified model of
tourist consumption is instrumental in understanding what motivates
consumers to purchase tourist accommodation and highlights the fac-
tors that have the potential to affect consumer purchasing decisions
along the process.
2.2.1. Motivation in choosing Airbnb
Since the phenomenon of Airbnb is fairly recent, the related lit-
erature on what motivates consumers to choose its services is less es-
tablished. Guttentag (2016) suggests that Airbnb's motivations re-
semble those of non-hotel accommodations, such as B&Bs and
homestays. More specifically, Wang (2007) posits that, for homestays,
saving money and encountering interpersonal and authentic experi-
ences represent the main factors in purchase intentions. Correspond-
ingly, service quality is considered fundamental in choosing B&Bs (Wu
& Yang, 2010) alongside the ability to meet local people and experience
the home-like atmosphere (Ingram, 2002). McIntosh and Siggs (2005)
claim that non-hotel tourist accommodation has focused more on the
distinctive experiences it offers, rather than on the practical attributes
of hotels. McIntosh and Siggs (2005) therefore suggest that visitors
prefer alternative accommodation to hotels due to its homely feel and
the possibility of personal interaction with the hosts. These attributes in
guest purchase intentions are similar to those identified for Airbnb by
Guttentag (2016). Moreover, Lee et al. (2015) distinguish two main
attributes in Airbnb's selection: the social (hosts' responsiveness,
number of online reviews and duration of host's presence on the online
reservation platform) and the room-specific (price, household ame-
nities, required length of stay).
Further, Guttentag (2015) identifies price and convenient location
as the main reasons for using Airbnb. With regards to price, Airbnb is
considered an inexpensive alternative to traditional accommodation
providers which positions it as a cost-effective option (Lamberton &
Rose, 2012). The study by Tussyadiah and Pesonen (2018) on the
American and Finnish tourists identifies cost as a primary motive for
choosing Airbnb, which is similar to hotel purchase intentions (Dolnicar
& Otter, 2003). Another stream of research suggests that the price of
alternative accommodation options such as Airbnb relates to customers’
perceived value (Lien, Wen, Huang, & Wu, 2015; Mao & Lyu, 2017).
T.H. Tran and V. Filimonau
Lane and Woodworth (2016) discover that Airbnb is not always the
cheapest accommodation option as an average daily rate of Airbnb
rooms in certain markets is higher than that of hotels. However, the
better functional attributes of the Airbnb accommodation prompt
consumers to view it as better value. For example, Guttentag (2016)
suggests that such functional attributes as location and household
amenities enhance the perceived value of Airbnb.
Further, the role of hosts who can share local tips and provide travel
advice to Airbnb users is recognised (Tussyadiah & Pesonen, 2018).
Similarly, Guttentag (2015) argues that Airbnb does not only enhance
the interaction between the hosts and the guests, but also allows visitors
to connect to the local community. Hamari, Sjöklint, and Ukkonen
(2015) advocate the importance of local experience in Airbnb's choice
which is in line with Pine and Gilmore (1999) who posit that un-
forgettable and unique experiences are the main drivers of all trans-
actions within the sharing economy. Likewise, Morgan, Lugosi, and
Ritchie (2010) believe that customers not only buy products and ser-
vices for the material value, but also for the experiences delivered
alongside the purchase. Indeed, in the past, when the information was
scarce, such features of hotels as standardisation and predictability
represented a unique selling point but the on-going technological de-
velopments, such as online consumer reviews, can reduce the concern
of unpleasant surprises when booking tourist accommodation and in-
crease demand for more distinctive experiences (Maney, 2014). The
desire for unique and authentic local experiences represents an im-
portant driver in Airbnb's selection, which openly presents itself as a
provider of such experiences (Yannopoulou, Moufahim, & Bian, 2013).
It is also advocated that Airbnb can drive more meaningful social in-
teractions and strengthen the sense of community (Albinsson & Perera,
2012). Precisely, Airbnb is promoting their ‘living with locals’ where
tourists not only experience the life of a local, but also develop a pro-
found connection with the hosts. Thus, Airbnb can benefit both tourists
and hosts as tourists have an opportunity to learn more about the
destination they visit through the information and tips provided by
hosts while, for hosts, this implies the money earned will stay at a
destination (Tussyadiah, 2015). As a result, consumers become more
aware of the environmental and socio-economic issues affecting a
destination (Liu, Anderson, & Cruz, 2012) which is in line with Botsman
and Rogers (2011) who see the sharing economy as a driver of a more
sustainable society. For environment-conscious consumers Airbnb can
thus become a way to contribute to sustainable living (Luchs et al.,
2011). Fig. 1 summarises the core attributes affecting Airbnb's purchase
intentions. Aside from motivators, there are also demotivating factors in
Airbnb use and these are discussed next.
Fig. 1. Motivations in using Airbnb. Source: Authors' own compilation based on Luchs et al. (2011); Yannopoulou et al. (2013); Guttentag (2015); Lien et al. (2015);
Tussyadiah and Pesonen (2018).
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Journal of Hospitality and Tourism Management 42 (2020) 130–140
2.2.2. Demotivation in choosing Airbnb
Demotivation describes a decrease in the level of motivation
(Dörnyei, 2001). In the hospitality context, demotivation represents the
factors that prevent visitors from choosing accommodation (Tussyadiah
& Pesonen, 2018). Extant research identified the lack of value
(Ramanathan & Ramanathan, 2011), low service quality (Presbury,
Fitzgerald, & Chapman, 2005) and incompatible expectations (Xu & Li,
2016) as the core impediments in hotel selection. Likewise, Buczynski
(2013) and Hennig-Thurau, Henning, and Sattler (2007) pinpoint a
mismatch with consumer expectations and perceived low value as the
main hindrances in selecting Airbnb facilities. However, despite these
similarities, due to the nature of the sharing economy, security and
safety concerns represent important attributes in Airbnb choice as de-
monstrated by Chan and Lam (2013) and Tussyadiah and Pesonen
(2018). These concerns are rooted in the lack of trust in strangers when
using the online booking platform. Indeed, trust plays a major role in
customer engagement with Airbnb (Kim, Yoon, & Zo, 2015). Airbnb
understands the trust challenge and tackles it by enhancing security of
its reservations system by, for example, introducing various methods of
identity verification, but also by employing a reviewing system (Lawler,
2013). The reputation system adopted by Airbnb incentivises users to
provide best quality service (Jøsang, Ismail, & Boyd, 2007). This not-
withstanding, there is evidence that customer reviews do not sig-
nificantly impact purchase intentions (Chen & Xie, 2017). Instead, such
factors as the speed with which hosts reply to guest enquiries and
flexible cancellation policies impose a greater effect. In part, this might
be due to the overly positive nature of Airbnb's reviews which can be
considered as biased and misleading (Fradkin, Grewal, Holtz, &
Pearson, 2016).
Tussyadiah and Pesonen (2018) identified consumer unfamiliarity
with Airbnb as one of the major inhibitors of purchase intentions. Given
the relative novelty of Airbnb, consumer awareness of this accom-
modation option is yet limited. This is further exacerbated by the need
to use technology, such as smartphones, when booking Airbnb, given
these can be unfamiliar to some customer groups, such as the elderly
(Chong, Ooi, & Sohal, 2009). Language represents another barrier as
well as the problem of miscommunication between guests and hosts
(Sthapit & Jiménez-Barreto, 2018). Although Airbnb acknowledges this
challenge and attempts to address it by using its tailor-made translation
platform based on crowdsourcing (Safar, 2014), the issue persists. Fig. 2
summarises the main demotivators in using Airbnb.
2.3. The Airbnb market in Vietnam
Vietnam is an emerging economy with a rapidly growing tourism
T.H. Tran and V. Filimonau
Fig. 2. Demotivators in using Airbnb. Source: Authors' own compilation based on Buczynski (2013); Chan and Lam (2013); Kim et al. (2015); Sthapit and Jiménez-
Barreto (2018); Tussyadiah and Pesonen (2018).
market. Since 2015, Vietnam's international tourist arrivals increased
by 26% (UNWTO, 2017b). There were 25 million domestic tourists in
Vietnam in 2009 implying that 1/3 of the country's population travelled
annually with leisure purposes (VNAT 2010). Recent statistical data
from VNAT (2016a) suggest that, within the last decade, domestic
tourism in Vietnam has grown six-fold.
With an increasing number of domestic tourists, there is a need to
develop tourist accommodation market in Vietnam. In 2015 the country
was home to 747 officially registered hotels which is deemed in-
sufficient to accommodate the growing demand (VNAT, 2016b). This
has given rise to informal tourist accommodation rentals, such as
Airbnb, which had over 6500 active listings in Vietnam in 2017
(Nguyen, 2018). This makes Airbnb the most popular informal tourist
accommodation platform in Vietnam as the major competitors lag be-
hind: Travelmob has about 3000 listings (Travelmob, 2018); Home-
Away - around 1300 (HomeAway, 2018) and VRBO - circa 1000 (VRBO,
2018). Although the current scope of Airbnb's operations in Vietnam is
low compared to the 61400 active Airbnb listings in neighbouring
Thailand (Sritama, 2018), the relative Airbnb growth in Vietnam has
outperformed Thailand. The number of Airbnb listings in Danang and
Hanoi in 2017 increased by 255% and 212%, respectively (Lane, 2017).
While the majority of current Airbnb users in Vietnam are wester-
ners, Nielsen (2014) established that 76% of Vietnamese consumers like
using shared products and services. Hence, the potential of the domestic
Airbnb market in Vietnam is estimated as significant and may represent
substantial competition for hotels (Anh, 2017). Additionally, the recent
Airbnb's forecast of the most popular future travel destinations among
its users featured two Vietnamese cities, Hanoi and Danang (Airbnb,
2017). This insinuates the potential of the Vietnamese market as well as
the prospect of Airbnb development in Vietnam.
Although there is no academic research on the Airbnb market in
Vietnam, there are various studies on the Vietnamese hospitality in-
dustry and the determinants of domestic consumer purchasing inten-
tions within. Bui and Jolliffe (2011) found that the Vietnamese tourists
travel predominantly for leisure purposes with value for money being
an important motivator when selecting a hotel. Nguyen and Phan
(2011) discovered hotel's location, facilities and staff's friendliness as
important motivators. Q&Me (2016) uncovered that the two most im-
portant factors for Vietnamese tourists when choosing budget hotels
were price and location. While the literature outlined a number of (de)
motivations to use Airbnb, there is a paucity of studies focusing on non-
western markets. As Vietnamese tourism is rapidly growing and Airbnb
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Journal of Hospitality and Tourism Management 42 (2020) 130–140
expands promptly in Vietnam, consumer (de)motivators in selecting
Airbnb in this consumption market represent an important research
object. To fill this knowledge gap, this study has set to identify the (de)
motivations in using Airbnb services in Vietnam. The literature review
has enabled the development of the following research hypotheses
(derived from Figs. 1 and 2) while Fig. 3 presents the research model for
this study. Next section discusses primary data collection and analysis.
H1. Economic value motivates Vietnamese consumers to choose Airbnb
H2. Functional attributes motivate Vietnamese consumers to choose
Airbnb
H3. Experiences motivate Vietnamese consumers to choose Airbnb
H4. Social benefits motivate Vietnamese consumers to choose Airbnb
H5. Safety concerns demotivate Vietnamese consumers from choosing
Airbnb
H6. The lack of familiarity with the platform demotivates Vietnamese
consumers from choosing Airbnb
H7. The lack of perceived personal value demotivates Vietnamese
consumers from choosing Airbnb
3. Research design
3.1. Questionnaire design
The questionnaire contained four sets of questions. Set 1 involved
two screening questions to identify participant suitability to complete
the survey. The main criterion for participation was either their (1)
recent experience of using Airbnb or (2) intention to use it in the near
future. To this end, participants were first asked to specify if they were
familiar with Airbnb and if they had ever used it. Depending on the
answer, a variance of the questions was presented next. The Set 2–3
questions aimed to investigate (de)motivators in using Airbnb. The
original measures for these questions were taken from Guttentag (2016)
and Tussyadiah and Pesonen (2018). For the current Airbnb users
(defined as users from now on), there were questions on how they
learnt about Airbnb with further questions focused on their last visits.
This was done in order to allow the participants to better reflect upon
their recent experiences of using the platform. For the prospective users
of Airbnb (defined as non-users from now on), the related set of
T.H. Tran and V. Filimonau Journal of Hospitality and Tourism Management 42 (2020) 130–140

Fig. 3. The research model.

questions aimed to identify the channel from which they knew about Table 1
the Airbnb platform and then to explore their (de)motivation to pur- Socio-demographic profile of participants (n = 219).
chase its services. Following the research model, the questions in Set Variables Frequency Percentage of the
2–3 involved four groups for the motivation (Value, Functional Attri- sample (%)
butes, Experiences and Social Attributes, H1,H2,H3,H4) and three
groups for the demotivation (Lack of Safety, Unfamiliarity and Lack of Gender Male 77 35.2
Female 142 64.8
Value, H5,H6,H7). These questions were operationalised using the 1-to- Age 18–29 115 52.5
5 Likert scale. Set 4 involved five demographic questions used to ca- 30–39 45 20.5
tegorise participants. The questionnaire was originally designed in 40–49 41 18.7
English with a subsequent back translation made into Vietnamese. Prior 50–59 15 6.9
60+ 3 1.4
to administration, it was piloted on a number of willing participants in
Income Below nation's 27 12.3
Vietnam with no major amendments applied as a result. average
Nation's average 142 64.8
Above nation's 50 22.8
3.2. Sampling and survey administration average
Education (highest level High School 27 12.3
Participants were recruited via non-probability sampling. The achieved) College 25 11.4
questionnaire was administered for two weeks in July 2018 on popular Bachelor's degree 97 44.3
Master's degree 62 28.3
online travel forums and Facebook-based travel communities in
Doctoral degree 5 2.3
Vietnam. The online distribution of the questionnaire was rationalised Others 3 1.4
by Airbnb providing a digital service only, implying that both current
and prospective users would need to be familiar with information and
communication technology in order to be able to use the platform. 219 Table 2
useable questionnaires were obtained, with 102 fulfilled by the users Descriptive statistics for Airbnb motivation.
and 117 - by the non-users of the Airbnb platform. Aside from the issue Airbnb users (N = 102) Airbnb non-users
of gender as explained in the next section, the achieved sample was (N = 117)
broadly representative of the population of Vietnam, given the con-
fidence interval of 95% and a sampling error of 6% (Malhotra, Birks, & Mean SD Mean SD

Wills, 2012). Economic value

To save money 3.81 0.941 3.92 0.892
For better perceived value 3.9 0.907 3.99 0.886
4. Results Functional attributes
Convenient location 3.56 0.815 3.95 0.889
4.1. Sample profile Household amenities 3.86 0.995 3.77 0.885
Larger space 3.55 1.105 3.74 0.968
To stay with friends and 3.66 1.076 3.74 0.948
Table 1 demonstrates the demographic profile of respondents. The
family
sample was disbalanced in terms of gender which can be partially ex- Experiences
plained by previously reported evidence of higher female willingness to Homely feeling 3.11 1.033 3.59 0.975
partake in academic research (Curtin, Presser, & Singer, 2000). Another Local culture 3.49 0.829 3.81 1.008
distinct feature of the sample was the large number of participants New and different experience 3.35 0.919 3.75 0.937
Social benefits
below the age of 30 which is however in line with the data from Cimigo Interaction with locals 3.1 0.949 3.51 0.847
(2011) and, more recently, CIA (2018) who found that the profile of Know more about culture 3.2 0.995 3.83 0.912
Internet users in Vietnam is dominated by the younger demographics. Environmentally-friendly 3.05 1.038 3.56 0.941
Further, the sample features a large number of participants who are Support locals 2.97 0.98 3.66 0.921
educated to a University degree level (circa 75%) and who have an
income level of nation's average and above (87.6%). This is again in
agreement with the data from Cimigo (2011) stating that the majority

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Table 3 Table 4
Descriptive statistics for Airbnb demotivation. Cronbach's Alpha reliability test results.
Airbnb users Airbnb non-users Variables Airbnb users Airbnb non-users Number
(N = 102) (N = 117) of
Cronbach's N Cronbach's N variables
Mean SD Mean SD Alpha Alpha

Lack of safety Motivation Economic 0.814 102 0.668 117 2

Security concerns 3.02 1.034 3.39 0.946 value
Privacy concerns 2.81 1.106 3.48 0.925 Functional 0.709 102 0.783 117 4
Don't trust hosts 2.85 0.969 2.95 0.918 attributes
Don't trust website 2.52 0.982 3.17 0.922 Experiences 0.741 102 0.747 117 3
Don't trust information on 3.09 0.976 3.27 0.897 Social 0.832 102 0.806 117 4
website benefits
Unfamiliarity Demotivation Lack of safety 0.779 102 0.797 117 5
Don't understand Airbnb 1.62 0.845 3.11 1.089 Unfamiliarity 0.883 102 0.857 117 3
Don't know how to use 1.61 0.798 3.11 1.151 Lack of value 0.674 102 0.559 117 2
Language unfamiliarity 1.75 0.941 3.06 1.101
Lack of value
More expensive 2.45 0.951 2.73 0.897
undermining the quality of a research intervention (MacKenzie &
Low value 2.78 0.981 2.82 0.795
Podsakoff, 2012). To test the possible effect of CMB, Harman's single
factor score was established by loading all items that measured latent
of online users in Vietnam are educated and wealthy. variables in the survey into one common factor. The resultant total
variance for that single factor was recorded as 32%. As this value is less
than 50%, this suggests limited effect of CMB (MacKenzie & Podsakoff,
4.2. Variable testing (Descriptive analysis)
2012).
Tables 2 and 3 illustrate the descriptive statistics for the (de)moti-
vation variables. Table 2 shows that the three highest variables for the 4.4. EFA
Airbnb users in terms of motivation are ‘better value’, ‘to save money’
and ‘household amenities’ while the non-users of Airbnb are best mo- EFA enables to discover the underlying correlation amongst vari-
tivated by ‘better value’, ‘to save money’ and ‘convenient location’. The ables and assess their validity. After conducting the EFA, the ‘good
statement with the highest mean for both Airbnb users and non-users is location’ and ‘household amenities’ variables were removed as the
‘I would like to have higher quality accommodation with less money’ which inter-item correlation was lower than the threshold value of 0.3 (Hair,
translates into having a better value accommodation. The lowest and Anderson, Babin, & Black, 2010). The re-run EFA also removed the
only item with the mean smaller than 3 is the ‘support locals’ variable ‘homely feeling’ variable because the variation between the two-factor
for the Airbnb users. Generally, the mean values of the variables for the loadings of this item was less than 0.3 (Jabnoun & Hassan Al-Tamimi,
Airbnb non-users are higher than for the Airbnb users with the lowest 2003). It is worth noting that the ‘social benefits’ and ‘experience’
being the ‘environmentally-friendly’ variable (3.56). variable clusters are loaded on the same component. Since the EFA sorts
Table 3 indicates that the level of agreement to the statements on data into groups of correlated variables, this suggests that these vari-
demotivation is much lower compared to motivation. It is further no- ables represent the dimensions of some higher order factor. Table 5
ticeable that the mean values of the demotivation variables for the indicates the EFA results after the unsuitable items were removed. The
Airbnb users are much lower than those for the non-users. The only two
variables that score higher than 3 for the Airbnb users are ‘security Table 5
concerns’ and ‘don't trust the information on the website’. Additionally, The Rotated Component Matrix results.
the mean values of all ‘unfamiliarity’ variables for the Airbnb users are Component
below 3 with the lowest being 1.61 for ‘don't know how to use’. In
regard to the Airbnb non-users, the highest level of agreement for not 1 2 3 4 5
choosing Airbnb was for ‘privacy concerns’, followed by ‘security con-
Social benefits
cerns’ and ‘don't trust the information on the website’. The ‘lack of Environmentally-friendly 0.853
value’ variable ranges from 2.45 to 2.82 indicating the neutral stand- Interaction with locals 0.81
point of the Airbnb users on this matter. Know more about culture 0.758
Support locals 0.693
Experiences
4.3. Reliability testing New and different experience 0.8
Local culture 0.759
As the questions were clustered (four for motivation and three for Lack of safety
demotivation), it is essential to assess the consistency amongst ques- Security concerns 0.819
Don't trust information on website 0.775
tions in each cluster and test the reliability of the collected data prior to
Privacy concerns 0.701
correlation and regression analyses. Table 4 exhibits the Cronbach's Don't trust hosts 0.678
Alpha of the variables on (de)motivation amongst the Airbnb users and Don't trust website 0.61
non-users. Most of Cronbach's Alpha values exceed 0.7 with the ex- Unfamiliarity
Don't understand Airbnb 0.906
ception of the ‘lack of value’ variable for both Airbnb users and non-
Language difficulty 0.888
users. This means acceptable reliability and consistency of the data on Don't know how to use 0.851
all, but this variable. Consequently, the ‘lack of value’ variable is ex- Economic value
cluded from the following exploratory factor analysis (EFA). To save money 0.892
Further, common method bias (CMB) represents an issue of concern For better value 0.863
Functional attributes
in any type of a behavioural study. CMB suggests that the poor design of
To stay with friends and family 0.817
a measurement instrument may cause significant variations in survey Larger space 0.726
responses, thus negating the value of the data obtained and

135
T.H. Tran and V. Filimonau Journal of Hospitality and Tourism Management 42 (2020) 130–140

Table 6
The result of Pearson correlation test.
Purchase Intention VAL_Mov FUNC_ Mov EXP_Mov SOC_Mov SAF_DeM FAM_DeM

Purchase Intention Pearson Correlation 1

Sig. (2-tailed)
VAL_Mov Pearson Correlation 0.616 1
Sig. (2-tailed) 0.000
FUNC_ Mov Pearson Correlation .330 0.086 1
Sig. (2-tailed) 0.001 0.392
EXP_Mov Pearson Correlation 0.055 0.111 0.06 1
Sig. (2-tailed) 0.021 0.269 0.548
SOC_Mov Pearson Correlation 0.062 .226 −0.099 .725 1
Sig. (2-tailed) 0.536 0.022 0.322 0
SAF_DeM Pearson Correlation −0.104 0.048 −0.149 0.07 0.076 1
Sig. (2-tailed) 0.046 0.635 0.136 0.483 0.445
FAM_DeM Pearson Correlation −0.172 −0.158 0.049 −0.056 −0.025 0.156 1
Sig. (2-tailed) 0.008 0.113 0.622 0.578 0.802 0.117

variables put forward for the following correlation testing are ‘value’, and H6), two – unsupported (H3 and H4) and one (H7) excluded from
‘lack of safety’, ‘unfamiliarity’ as well as the amended ‘functional at- analysis. This means that such factors as ‘experience’ and ‘social ben-
tributes’, ‘experience’ and ‘social benefits’. efits’ do not affect Airbnb's purchase intentions of the Vietnamese
consumers while there is insufficient reliable data to identify the impact
4.5. Correlation analysis of the ‘lack of value’ of factor. As for the supported hypotheses, H1 and
H2 exert the positive whereas H5 and H6 demonstrate the negative
After the EFA, the Pearson correlation analysis was applied to coefficient value (β). Consequently, ‘value’ and ‘functional attributes’
identify the correlation among variables (Table 6). The ‘social benefits’ motivate the Vietnamese consumers in choosing Airbnb while ‘lack of
factor demonstrated the Sig. value bigger than 0.05, meaning no linear safety’ and ‘unfamiliarity’ demotivate them.
correlation between social benefits and the dependent factor (purchase
intention). On the other hand, the variables with Sig. smaller than 0.05 5. Discussion
are ‘value’, ‘experience’, ‘lack of safety’ and ‘unfamiliarity’. As expected,
motivation variables show a positive correlation with purchase inten- 5.1. Airbnb users
tion which means the higher the level of agreement with them of the
consumers, the higher their Airbnb purchase intentions are, and vice Grounding on the work of Guttentag (2016), the list of potential
versa. In contrast, the demotivation variables (‘lack of safety’ and ‘un- Airbnb motivations includes 13 items that can be grouped into four
familiarity’) indicate the negative correlation, i.e. the higher level of dimensions – Value, Functional attributes, Experience and Social ben-
agreement with them means the lower level of purchase intention. efits. The EFA conducted in this study grouped the items somewhat
Amongst all motivation factors, the ‘value’ factor shows the strongest differently. At the start, the ‘convenient location’ and ‘household
correlation with purchase intention. Nonetheless, the Pearson correla- amenities’ items did not exert a sufficient correlation with other items
tion matrix is insufficient to conclude the impact of each independent to be included in analysis, implying that these factors should be ana-
variable on purchase intention as there is a possibility of a multi-cor- lysed as independent variables.
relation between a pair of independent variables. The multi-correlation
happens when independent variables have significant impact on each
other which may influence the correlation between dependent and in- 5.1.1. Motivation
dependent variables. This is possible when the R value is between 0.3 Price and value exert the strongest positive effect on Airbnb's pur-
and 0.7 and Sig. is close to 0 (Huberty, 2003). The regression testing chase intention (Sig. = 0.01; β = 0.888). In the descriptive analysis, the
was therefore performed to identify a possible multi-correlation in this statement ‘I choose Airbnb to have higher quality accommodation with less
analysis. money’ has the highest level of agreement. Accordingly, the economic
benefits have the most significant impact on the Airbnb users which is
in line with previous research (Guttentag et al., 2018; Liang, Choi, &
4.6. Hypothesis testing
Joppe, 2018; Nowak et al., 2015). Maruyama and Trung (2007) es-
tablished the importance of price in purchase intentions of the Viet-
A linear regression was employed to identify the impact of the
namese tourists which suggests that this holds true for the Airbnb
motivation and demotivation variables on the dependent variable
market in Vietnam. Having said this, the outcome of descriptive ana-
(purchase intention) (Table 7). Regression analysis enables to test
lysis pinpoints higher mean values for ‘better value’ compared to
whether the hypotheses set for this research can be supported or re-
‘saving money’. This suggests that, despite being cost sensitive, the
jected. Amongst the seven hypotheses, four were supported (H1, H2, H5
Vietnamese consumers also value tourist accommodation's quality.
Subsequently, to be able to appeal to them, Airbnb properties do not
Table 7
Regression test results.
necessarily need to be the cheapest, but should absolutely aim to attract
consumers by offering a better perceived value overall. As many Airbnb
VIF Sig. (β) Hypothesis properties offer the entire place with household amenities, such as
H1- Economic value 1.12 0.001 0.888 Supported kitchens and washing facilities for rent, it is often considered better
H2- Functional attributes 1.057 0.021 0.333 Supported value for Vietnamese tourists despite being more expensive than hotels.
H3- Experiences 2.199 0.941 0.008 Not supported Functional attributes exert positive effect on Airbnb's purchase in-
H4- Social benefits 2.24 0.516 0.092 Not supported tention. In particular, the ‘household amenities’ variable hold the
H5- Lack of safety 1.073 0.029 −0.036 Supported
second highest mean (M = 3.86) amongst all motivational factors. That
H6- Unfamiliarity 1.079 0.007 −0.169 Supported
H7- Lack of perceived value Excluded from analysis signifies household amenities as the second most important attribute of
purchase intentions for the Airbnb users. The substance of household

136
T.H. Tran and V. Filimonau
amenities in Airbnb properties and their positive differentiation from
hotels is supported in the literature (Guttentag, 2016; Tussyadiah &
Pesonen, 2018; Wang & Jeong, 2018).
In line with the literature, location is another important factor for
the Airbnb users (M = 3.56). This is consistent with the findings of
Guttentag (2016) and Tussyadiah and Pesonen (2018). Further,
Tussyadiah and Zach (2015) argue that Airbnb properties tend to locate
in residential areas in comparison to a more central location of hotels
while the domestic Airbnb guests may prefer the neighbourhood at-
mosphere to the convenience. In this study, the participants considered
Airbnb's location to be convenient as the majority agreed to the state-
ment ‘I choose Airbnb to stay in a convenient location’. As the Vietnamese
consumers view the Airbnb accommodations' location as convenient,
there is a potential research area in examining which exact elements of
a location influence consumer motivation in choosing Airbnb in
Vietnam.
The search for experience drives the use of Airbnb (Hamari et al.,
2015). This proposition, however, was not supported in this study as
the experiences and social benefits were found not to affect Airbnb's
purchase intention. Additionally, the fact that these factors were
loading on the same component in the EFA implies their shared simi-
larity. These two variables were grouped based on the Guttentag's
(2016) work, thus possibly pinpointing certain issues in Guttentag's
motivation clustering. This is in line with Tussyadiah and Pesonen
(2018) who advocated for these items to represent the same ‘social
appeal’ dimension, rather than the two different dimensions. Accord-
ingly, in this study, the experiential and social benefits of Airbnb were
examined under the umbrella of social appeal. Although the hypotheses
on these two factors could not be supported, descriptive statistics still
show a high level of agreement with these statements. In fact, when
looking at the items individually, there is a high level of agreement for
‘local culture’ and ‘new experiences’ that demonstrated the means of
3.49 and 3.35, respectively. Although the participants agree with the
statement ‘I choose Airbnb to have the homely feel of the accommodation’,
it has the lowest mean (M = 3.11) and was also excluded from the EFA.
This instance can be interpreted in two ways. It is either that the
‘homely feeling’ is not an element actively pursued by the Vietnamese
consumers when looking for a place to stay or that they may prefer
tourist accommodation which is more superior than home when on
travel.
Although Airbnb promotes the experiential aspect of stay, this study
shows that not all guests actively look for authenticity when staying at
Airbnb properties. A cluster research by Guttentag (2016) found that
experience is the main attraction for the ‘novelty seekers’ who go spe-
cifically for the ‘back region’ experiences. This group is, however,
considered only a niche section of the Airbnb users. Consequently, this
finding questions whether the promotion of user experiences and au-
thenticity is the most efficient and beneficial strategy for Airbnb ad-
ministration in the context of Vietnam.
Surprisingly, social benefits, such as the interaction with locals and
local knowledge, do not exert a significant impact on the Vietnamese
consumers of Airbnb services. This contradicts the literature on the
sharing economy which considers social responsibility and community
feel the essential attributes of consumption (Albinsson & Perera, 2012;
Botsman & Rogers, 2011; Luchs et al., 2011). It is also contrasted to
common beliefs that many Asian national cultures in general, and the
Vietnamese national culture in particular, have a high sense of com-
munity due to the pronounced trait of collectivism (Dang, 2005). The
low impact of these factors may be attributed to most Vietnamese
tourists travelling domestically. As the inter-cultural differences in
Vietnam are insignificant, this can partially explain the low response
provided by the participants to ‘interaction with locals’ or ‘know more
about culture’ statements.
Last, the ‘support locals’ and ‘environmentally-friendly’ traits have a
low appeal to the Vietnamese consumers. The Vietnamese are not en-
vironmentally-conscious (Le, Hollenhorst, Harris, McLaughlin, &
137
Journal of Hospitality and Tourism Management 42 (2020) 130–140
Shook, 2006) which is in part due to low pro-environmental awareness
among the public in developing countries (Troschinetz & Mihelcic,
2009). This can also be attributed to the insufficient knowledge of the
Airbnb customers in Vietnam about the company's intention to promote
more responsible holiday stay.
5.1.2. Demotivation
The five items included in the lack of safety variable are ‘security
concerns’, ‘privacy concerns’, and the ‘lack of trust’ in the host, the
platform and the information provided on the website. The lack of safety
was identified as a demotivator in Airbnb's purchase intentions which is
in line with Kim, Kim, and Leong (2005) and Tussyadiah and Pesonen
(2018) who found customer safety concerns and distrust towards the
Airbnb host and the Airbnb platform to negatively correlate with pur-
chase intentions. The related issue of trust may also have a role. The
Vietnamese are very cautious when it comes to shopping online and
prefer cash transactions due to security concerns (Do & Nguyen, 2016).
The only online payment option offered by Airbnb may therefore re-
strain the popularity of this platform in Vietnam.
The unfamiliarity variable exerts the negative effect on Airbnb's
purchase intentions. This is consistent with previous studies on how the
lack of knowledge of the platform prevents consumers from using
Airbnb (Chong et al., 2009; Park, Suh, & Lee, 2004; Tussyadiah &
Pesonen, 2018). At a closer look, this study found a high level of con-
sumer disagreement with that unfamiliarity affects negatively current
Airbnb users. It is logical that those who used Airbnb in the past de-
veloped a higher level of trust in this platform, thus diminishing the
demotivating effect of this variable.
Although found valid in the original Guttentag's work, the lack of
value variable did not generate reliable data for correlation and re-
gression analysis in this study. Consequently, the exact impact of lack of
value on purchase intentions of the Vietnamese consumers remained
unexplored. Since the value variable was confirmed to be a motivation,
it is logical to contemplate that the lack of value demotivates tourists
from using Airbnb. To rectify this knowledge gap, it is recommended
that future research should make use of the original measures from the
Guttentag's (2016) study but to modify them to fit the local consump-
tion context in order to shed more light on this interesting topic.
5.2. Airbnb non-users
Alongside understanding the (de)motivations of the Airbnb users,
the research also gathered data from the non-users in order to distin-
guish their (de)motivation. The research done on the non-users can
propose the factors that may influence prospective Vietnamese con-
sumers. As a result, it suggests the potential for Airbnb to promote its
services in the Vietnamese market for the current non-users.
5.2.1. Motivation
Similar to the Airbnb users, value is the most important motivator
for the non-users. In fact, the ‘better price’ and ‘save money’ variables
have the highest means alongside ‘convenient location’. This is in line
with the literature which found the Vietnamese consumers to be highly
price sensitive (Maruyama & Trung, 2007). This suggests that, at pre-
sent, the most effective approach to enhance the Airbnb's appeal to
Vietnamese tourists is via the development of competitive pricing
strategies. While ‘household amenities’ represent the most important
motivator among the functional attributes for the Airbnb's users
(M = 3.86), the most important motivator for the non-users is ‘location’
(M = 3.95). This supports extant literature (Lockyer, 2005; Nowak
et al., 2015; Tussyadiah & Pesonen, 2018) that has arrived at similar
conclusions by doing research in other consumption markets. This is
largely logical given that those who already stayed in Airbnb properties
can recognise the role of household amenities in their stay while, for
those with no past Airbnb experience, convenient location may have a
better appeal. Nevertheless, it is worth noting that these both attributes
T.H. Tran and V. Filimonau
represent important motivators for both users and non-users of Airbnb
services in Vietnam.
The experience and social benefits attributes of Airbnb are generally
more important for the non-users than for the users. More specifically,
for the users, the means of experience and social benefits scored 3.31 and
3.08, respectively, which is in comparison to the non-users with their
3.72 and 3.64, respectively. This can be reasoned in that tourists with
no past Airbnb experience may have higher expectations of the un-
iqueness and authenticity of its services (Poon & Huang, 2017). In
contrast, the extant users are less interested in the uniqueness of ex-
periences but value the other factors instead.
5.2.2. Demotivation
The unfamiliarity concerns were the prime demotivators for the non-
users which are entirely justified. This is consistent with Tussyadiah
and Pesonen (2018) who found the lack of knowledge on peer-to-peer
accommodation rental platforms to be a major obstacle to their use.
Importantly, the unfamiliarity concerns are primarily associated with
the non-users’ safety perceptions, rather than with the ability to book
accommodation online. This means that the booking system which
Airbnb currently has in place is already easy to use. Security and
privacy concerns were the dominant demotivators among the sample.
Similar to the unfamiliarity factor, when putting the safety concerns of
the two customer clusters together, the Airbnb users do not share the
same safety concerns with the non-users. This conflicts the findings of
Kim et al. (2015) and Tussyadiah and Pesonen (2018). Given the im-
portance of safety, security and privacy considerations in purchase in-
tentions of prospective Airbnb users in Vietnam, it is critical for Airbnb
administration to develop the mechanisms that could demonstrate how
safety is reinforced and monitored on the ground and to provide more
safety measurement metrics on the corporate website.
6. Conclusions
The on-going growth of Airbnb as a new, the sharing economy-
driven, business concept raises questions about how this growth can be
sustained in the long-term. This question is particularly important when
the phenomenon of Airbnb is considered in the context of developing
countries, where the rise of travel by the national middle class con-
tributes to the demand for in-country tourist accommodation. This
study partially filled this knowledge gap by exploring the (de)motiva-
tions in Airbnb purchase intentions among its extant and prospective
users in Vietnam, a rapidly growing economy in South-East Asia.
The study generated findings that support but also oppose results of
past research on the topic in question. The economic benefits of Airbnb
were found to exert significant effect on motivation of Vietnamese
tourists to use it which is in line with the results reported by Nowak
et al. (2015), Guttentag et al. (2018) and Liang et al. (2018). In contrast
to the literature (Albinsson & Perera, 2012; Botsman & Rogers, 2011;
Luchs et al., 2011), the motivational effect of the social benefits of
Airbnb was less pronounced in Vietnam. This can be partially attributed
to low public awareness of Vietnamese tourists of the concept of (social)
sustainability and its resultant limited appeal to consumers. Likewise,
the experiential attributes of Airbnb exerted limited effect on the mo-
tivation of Vietnamese tourists to use it. This finding contradicts the
literature (Guttentag, 2016; Hamari et al., 2015; Tussyadiah & Pesonen,
2018) but supports the earlier proposition of that motivation behind the
use of Airbnb among Vietnamese tourists is largely driven by better
(economic) value and utility maximisation. This is further confirmed by
the important role played by the functional attributes of Airbnb in
motivation to use it, which is in agreement with the literature
(Guttentag, 2016; Tussyadiah & Pesonen, 2018; Wang & Jeong, 2018).
The lack of perceived value, unfamiliarity and safety concerns demo-
tivate consumers to use Airbnb in Vietnam. This confirms the literature
(Chong et al., 2009; Kim et al., 2005; Park et al., 2004) and can be, at
least partially, attributed to the lack of trust among Vietnamese tourists
138
Journal of Hospitality and Tourism Management 42 (2020) 130–140
in using Airbnb (Guttentag, 2016; Tussyadiah & Pesonen, 2018),
especially among its non-users. Hence, measures need to be put in place
by Airbnb management to reduce the effect of the latter factors on
consumer purchase intentions. Thus, the study highlighted the need for
Airbnb managers to emphasise the perceived value and to underline the
functional attributes of Airbnb properties to Vietnamese tourists, thus
building its appeal to the current and future users alike.
The study revealed a number of directions for future research. A
larger participant population in Vietnam would be beneficial for future
study to support the preliminary findings of this exploratory project.
Next, an in-depth research of the Airbnb non-users in Vietnam can
provide a different perspective on how Airbnb is perceived by them,
thus offering an opportunity for Airbnb management to tap into the
determinants of purchase intentions among this potentially significant
prospect market. Further, given this study revealed the important role
of perceived value in choosing Airbnb and given that the perception of
value varies across the different market groups and cultures, future
research should attempt to investigate which aspect of value is crucial
in the different markets to design more products that are of prime ap-
peal to the consumption market in question. Likewise, future research
should aim to evaluate how the lack of value can demotivate consumers
from choosing Airbnb. Moreover, more research should aim to better
understand how the convenience or ambiance attributes enhance
Airbnb's purchase intentions. A more extended study on which items of
the household amenities in Airbnb properties have the main impact on
purchase intentions would also be of interest. Lastly, grounding on this
study, consumer intentions to purchase Airbnb services in other emer-
ging tourist markets in Asia should be investigated and comparatively
assessed.
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