68. Relationship Marketing in Airbnb: A Qualitative Study on the Perspectives of Professional and nonprofessional Hosts
EEG Investiga21 Okt 2025

68. Relationship Marketing in Airbnb: A Qualitative Study on the Perspectives of Professional and nonprofessional Hosts

Casais, B., Sarmento, M., & Fernandes, J. (2025). Relationship Marketing in Airbnb: A Qualitative Study on the Perspectives of Professional and nonprofessional Hosts. Journal of Relationship Marketing, 24(2), 120–147. https://doi.org/10.1080/15332667.2024.2405305

This article explores how professional (B2C) and nonprofessional (C2C) hosts develop relationship marketing strategies on Airbnb. Based on 30 semi-structured interviews with hosts from northern Portugal, the study identifies trust-building, personalization, and digital communication as central to enhancing guest satisfaction and loyalty. Initial online contact and guest reviews are essential for establishing credibility, while in-person interactions and customized services strengthen emotional bonds. Nonprofessional hosts tend to create more informal and personal relationships driven by genuine hospitality, whereas professional hosts adopt a more structured, business-oriented approach focused on efficiency and systematic feedback collection. Personalized gestures—such as small gifts, tailored services, and local recommendations—enhance value co-creation and guest experience. The article concludes that Airbnb should provide digital marketing training to nonprofessional hosts, enabling them to improve relationship management skills while preserving the authenticity and warmth that define peer-to-peer accommodation experiences.

Denne episoden er hentet fra en åpen RSS-feed og er ikke publisert av Podme. Den kan derfor inneholde annonser.

Episoder(108)

20. A Discomforting Pedagogy of Poverty: Discourses, Representations and Vulnerabilities

20. A Discomforting Pedagogy of Poverty: Discourses, Representations and Vulnerabilities

Hutton, M., & Heath, T. (2025). A Discomforting Pedagogy of Poverty: Discourses, Representations and Vulnerabilities. Sociology. https://doi.org/10.1177/00380385251380772This article proposes a “pedag...

20 Mar 10min

19. Exploring the longitudinal impact of entrepreneurial education on entrepreneurial competences and intentions: evidence of an asymmetric polarization effect

19. Exploring the longitudinal impact of entrepreneurial education on entrepreneurial competences and intentions: evidence of an asymmetric polarization effect

Almeida, D. C., Afonso, P., Ferreira, L. P., & Soares, A. M. (2026). Exploring the longitudinal impact of entrepreneurial education on entrepreneurial competences and intentions: evidence of an asymme...

10 Mar 5min

18. Framework for cross-border governance: from cross-border critical factors to sustainable development

18. Framework for cross-border governance: from cross-border critical factors to sustainable development

Krüger, C., Pennabel, A. F., Paschoalotto, M. A. C., Guimarães, F. H. C. B., Medeiros Kruger, N. R., Meneguzzo, M., Passador, C. S., & Ferreira Caldana, A. C. (2024). Framework for cross-border govern...

6 Mar 11min

17. Do earnouts create the right incentives? Earnings management around earnout-based acquisitions

17. Do earnouts create the right incentives? Earnings management around earnout-based acquisitions

Coelho, A. P., & Loureiro, G. (2025). Do earnouts create the right incentives? Earnings management around earnout-based acquisitions. Journal of Financial Research. https://doi.org/10.1111/jfir.70007T...

3 Mar 13min

16. 30th birthday celebrations: Views from the top about future management research and practice

16. 30th birthday celebrations: Views from the top about future management research and practice

Ratten, V., Newman, A., Palacios-Marqués, D., Mckeown, T., Casais, B., Prentice, C., Nuñez-Sánchez, J. M., Liñán, F., Stanton, P., Le, H., Aseri, M. A., & Walton, S. (2026). 30th birthday celebrations...

24 Feb 11min

15. Between promise and practice: a scoping review of the democratic outcomes of youth participation in local governance

15. Between promise and practice: a scoping review of the democratic outcomes of youth participation in local governance

Ramos, F., Tavares, A. F., & da Cruz, N. F. (2026). Between promise and practice: a scoping review of the democratic outcomes of youth participation in local governance. Children and Youth Services Re...

20 Feb 12min

14. Science and productivity in European firms: how do regional innovation modes matter?

14. Science and productivity in European firms: how do regional innovation modes matter?

Barbosa, N., & Faria, A. P. (2026). Science and productivity in European firms: how do regional innovation modes matter? European Planning Studies, 34(1), 84–106. https://doi.org/10.1080/09654313.2025...

17 Feb 5min

13. Balancing the double-edged sword of artificial Intelligence: Job demands, resources, and Work–Life balance

13. Balancing the double-edged sword of artificial Intelligence: Job demands, resources, and Work–Life balance

Pinho, J. C., Fontes, A., & Santos, G. G. (2026). Balancing the double-edged sword of artificial Intelligence: Job demands, resources, and Work–Life balance. Computers in Human Behavior Reports, 21, 1...

13 Feb 9min

Populært innen Vitenskap

fastlegen
tingenes-tilstand
jss
liberal-halvtime
rekommandert
forskningno
sinnsyn
villmarksliv
smart-forklart
dekodet-2
tomprat-med-gunnar-tjomlid
fjellsportpodden
rss-nysgjerrige-norge
noen-har-snakket-sammen
rss-inn-til-kjernen-med-sunniva-rose
rss-overskuddsliv
rss-paradigmepodden
vett-og-vitenskap-med-gaute-einevoll
rss-rekommandert
rss-bondevennen