I felt at home: Analysis of reviews of collaborative hosting experiences on the Airbnb website through the prism of trust

Abstract

The increase of virtual communities together with the recent popularization of collaborative hosting facilities in the tourism sector has enabled the consumption of non-traditional hospitality experiences that demand a high degree of travelers’ confidence. This article sought to understand how guest reviews help in transmitting trust to other users on the Airbnb platform. Based on a qualitative re-search, a content analysis of a sample with 210 guest reviews was analyzed, all of which were pub-lished between 2018 and 2019, by users who traveled to Fortaleza/CE. The study innovates by focusing on the determinants of the credibility of an online review based on international literature (relevance, accuracy, completeness, and timeliness) for the selection of comments. The results re-vealed that, regarding the host, the main arguments used to promote trust were receptivity and so-licitude As to the space, location, comfort, and cleanliness stood out. Regarding the consequences of the experience, the propensity to return and recommendation were identified. We also observed a convergent relationship between the arguments identified with the feeling of familiarity and being at home that many guests reported. Surprisingly, the authenticity of the space compared to its listing and the safety of the place – which are aspects associated with risk – did not emerge significantly in the speeches of travelers.