How and when tryvertising works in P2P accommodations

Abstract

This study explores the potential of tryvertising in accommodations using an experimental research design. By building a moderated mediation model, this research offers theoretical underpinnings to comprehend how and when tryvertising works in peer-to-peer accommodations. The results demonstrate that tryvertising is more effective in Airbnb than in a hotel context, and more effective in an entire property than a private room in Airbnb. Different accommodation settings represent different levels of territoriality, with higher territoriality leading to higher psychological ownership, and hence higher purchase intentions towards tryvertised products. Such effects are moderated by impermanence which is a threat to psychological ownership. This research suggests avenue marketers/hosts can optimize tryvertising effectiveness in peer-to-peer accommodations by increasing guests' perceived territoriality and psychological ownership.