Content area
Full Text
Introduction
The rise and popularity of peer-to-peer (P2P) marketplaces within the tourism accommodation industry represents transformative innovation associated with the internet, digital media and mobile technologies (Guttentag et al., 2017). Some of these include taxi services (Uber), restaurant and takeaways (UberEats) and accommodation services (Airbnb). The success of Airbnb is dictated by the use of digital media in its entire marketing process from advertising to booking, to online payment and post-purchase reviews. Unlike traditional tourism accommodation such as in business-to-consumer (B2C) and business-to-business (B2B) marketplaces, where the brand and the star rating of a particular accommodation play important roles in indicating the level of quality of the service, the Airbnb host (P2P marketplace) relies entirely on its online marketing communication and customers’ post-purchase reviews. Brands add value to products and services for both consumers and sellers beyond physical characteristics, attributing to them the pure act of performing service (Moore et al., 2002) and are often easily recognised by consumers as they represent certain quality level and contain familiar attributes that help consumers make quick decisions on their purchases (Kehler and Lehmann, 2006). The absence of a brand, among the challenges for Airbnb hosts in marketing their products and services, is even bigger. The hosts have to be innovative, creative and effective in developing their marketing strategies. We believe one of the strategies that they could adopt is by marketing communication activities – the way the host advertises its services, manages the marketing process and handles post-purchase activities.
So what constitutes an effective and stand-out P2P online host communication marketing strategy? The theories of classical conditioning and instrumental conditioning provide a foundation to explain this phenomenon. Classical conditioning theory (Pavlov, 1927) posits that stimulus such as images and sensory stimulation in sound, colour, taste, smell and music can induce a consumer’s response. Studies have observed that consumers’ attitudes formed through classical conditioning are enduring (Grossman and Toll, 1998). Marketers often use this concept to promote aspects of their products and services by using certain stimuli to evoke consumers’ responses. The instrumental conditioning theory (Skinner, 1935) holds that when the environment provides positive reinforcement in the form of a reward, the response is strengthened and appropriate behaviour is learned. The other theory that strengthens our...