Deciphering the impact of host credibility and visual cues on gastrostomy experience bookings on airbnb: A big data and conjoint analysis approach

Abstract

This study explores gastrostomy tourism on Airbnb Experiences, focusing on the impact of information cues like the Superhost badge on consumer purchasing decisions. Big data analytics were applied to 2767 gastronomy-related search results from Airbnb, followed by a choice-based conjoint analysis with feedback from 391 U.S. participants. Hierarchical Bayesian and latent class analyses assessed the importance of various attributes and segmented consumers into distinct categories. The findings highlight a significant spillover effect from Airbnb Stays to Airbnb Experiences, with the Superhost badge notably influencing gastronomic experience bookings. Additionally, the study uncovers six themes in industry practices concerning featured images and contrasts these with experimental study outcomes. Consumers are categorized into high-engaged and low-engaged groups, allowing for a detailed comparative analysis. This research enhances the understanding of travel product decision-making. It provides actionable insights by pinpointing the gaps between current industry practices and consumer preferences, guiding practitioners in refining their online product presentations.