• Marija Kuzmanović University of Belgrade, Faculty of Organizational Sciences, Jove Ilića 154, Belgrade
  • Zlatko Langović Faculty of Hotel Management and Tourism, Vrnjačka Banja, Vojvođanska 5A, 36210 Vrnjačka Banja


In a modern environment characterized by a high level of digitization where information technologies are available to a large number of users, the way of travel planning changes its shape. Namely, users increasingly take over the role that agencies once had; they use online platforms not only for information but for booking both accommodation and other travel activities. In this context, peer-to-peer (P2P) platforms have become particularly popular in recent years. One of the most popular and fast-growing platforms is Airbnb, founded in 2008 with the idea to enable owners to offer their unoccupied houses or rooms for short-term rental. The aim of this paper is threefold: first, to explore the determinants of online booking intention and behavior, then to explore the motivation of respondents to select Airbnb platform, and finally, to determine the respondents' preferences towards attributes of Airbnb properties.


Download data is not yet available.


Edelman, B., Geradin, D. (2015). Efficiencies and regulatory shortcuts: How should we regulate companies like Airbnb and Uber. Stanford Technology Law Review, 19, 293.

El Sawy, O., Pereira, F. (2013). Business modelling in the dynamic digital space: An ecosystem approach. Heidelberg: Springer.

Fang, B., Ye, Q., Law, R. (2016). Effect of sharing economy on tourism industry employment. Annals of Tourism Research, 57, 264-267.

Guttentag, D. (2015). Airbnb: disruptive innovation and the rise of an informal tourism accommodation sector. Current issues in Tourism, Vol. 18, No. 12, 1192-1217.

Guttentag, D. (2016). Why tourists choose Airbnb: A motivation-based segmentation study underpinned by innovation concepts. PhD Thesis. University of Waterloo.

Guttentag, D., Smith, S., Potwarka, L., Havitz, M. (2017). Why Tourists Choose Airbnb: A Motivation-Based Segmentation Study. Journal of Travel Research.

Hamari, J., Sjöklint, M., Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, Vol. 67, No. 9, 2047-2059.

Hartmans, A. (2017). Airbnb now has more listings worldwide than the top five hotel brands combined. http://www.businessinsider.com/airbnb-total-worldwide-listings-2017-8 (20 January 2018).

Katić, A., Kuzmanović, M., Makajić-Nikolić, D. (2017). Analiza uticaja rizika od terorizma na odabir turističke destinacije. In International Thematic Monograph: Modern Management Tools and Economy of Tourism Sector in Present Era, (pp. 457-471). Association of Economists and Managers of the Balkans; Faculty of Tourism and Hospitality, Ohrid.

Kuzmanović, M. (2006). Kvantitativne metode u upravljanju marketingom: Primena Conjoint analize. Monografija. Beograd: Društvo operacionih istraživača Srbije.

Langovic, Z., Pazun, B. (2016). Virtualization of information resources in tourism organizations. In Tourism in function of development of the republic of Serbia: Spa Tourism in Serbia and Experiences of other Countries (pp. 536-552). Vrnjačka Banja: University of Kragujevac, Faculty of Hotel Management and Tourism.

Lee, D. (2016). How Airbnb Short-Term Rentals Exacerbate Los Angeles's Affordable Housing Crisis: Analysis and Policy Recommendations. Harv. L. & Pol'y Rev., 10, 229.

Li, J., Moreno, A., Zhang, D. (2015). Agent behavior in the sharing economy: Evidence from Airbnb. Ross School of Business.

Liang, L., Choi, C., H., Joppe, M. (2018). Understanding repurchase intention of Airbnb consumers: Perceived authenticity, electronic word-of-mouth, and price sensitivity. Journal of Travel & Tourism Marketing, Vol. 35, No. 1, 73-89.

Lutz, C., Hoffmann, C. P., Bucher, E., Fieseler, C. (2017). The role of privacy concerns in the sharing economy. Information, Communication & Society, 1-21.

Mittendorf, C., Ostermann, U. (2017). Private vs. Business Customers in the Sharing Economy–The implications of Trust, Perceived Risk, and Social Motives on Airbnb. Proceedings of the 50th Hawaii International Conference on System Sciences.

Mody, M., Suess, C., Lehto, X. (2017). The accommodation experiencescape: A comparative assessment of hotels and Airbnb. International Journal of Contemporary Hospitality Management, Vol. 29, No. 9, 2377-2404.

Möhlmann, M. (2015). Collaborative Consumption: determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, Vol. 14, No. 3, 193-207.

Neeser, D. (2015). Does Airbnb hurt hotel business: Evidence from the Nordic countries. University Carlos III de Madrid.

Nguyen, H. (2016). Customer value in Sharing economy: The case of Airbnb. University of Tampere.

Nowak, B. A. (2015). Global insight: Who will Airbnb hurt more-hotels or OTAs. Morgan Stanley Research.

Oskam, J., Boswijk, A. (2016). Airbnb: the future of networked hospitality businesses. Journal of Tourism Futures, Vol. 2, No. 1, 22-42.

Quinby, D., Gasdia, M. (2014). Phocuswright. Retrieved from Share This! Private Accommodation & the Rise of the New Gen Renter: http://www.phocuswright.com/Travel-Research/Consumer-Trends/Share- This-Private-Accommodation-the-Rise-of-the-New-Gen-Renter.

Rimer, R. (2017). Why do people choose to stay with Airbnb? Modul Vienna University.

Savić, G., Kuzmanović, M. (2017). Behaviour and Attitudes vs. Privacy Concerns of Social Online Networks. In Knowledge Discovery in Cyberspace: Statistical Analysis and Predictive Modeling (121-150). Nova Publisher.

Souza, L., Kastenholz, E., Barbosa, M. (2017). Tourist experience, perceived authenticity and place attachment when consuming person-to-person accommodation: evidence for destination loyalty. The Art of Living Together, 7th Advances in Tourism Marketi (5-60). CEFAGE.

Stors, N., Kagermeier, A. (2015). Motives for Using Airbnb in Metropolitan Tourism—Why do People Sleep in the Bed of a Stranger? Regions Magazine, Vol. 299, No. 1, 17-19.

Täuscher, K. (2017). Business Models in the Digital Economy: An Empirical Classification of Digital Marketplaces. Leipzig: Fraunhofer Center for International Management and Knowledge Economy.

Tussyadiah, I. (2015). An Exploratory Study on Drivers and Deterrents of Collaborative Consumption in Travel. In I. Tussyadiah, & A. Inversini, Information & Communication Technologies in Tourism 2015 (817-830). Springer Internationa.

Tussyadiah, I. (2016). Factors of Satisfaction and Intention to Use Peer-to-Peer Accommodation. International Journal of Hospitality Management, 55, 70-80.

Tussyadiah, I., & Pesonen, J. (2016). Impacts of Peer-to-Peer Accommodation Use on Travel Patterns. Journal of Travel Research, Vol 55, No. 8, 1022-1040.

Vukić, M., & Kuzmanović, M. (2017). Primena conjoint analize u pozicioniranju gasrtronomskih manifestacija na turističkom tržištu Srbije. In Thematic Monograph: Modern Management Tools and Economy of Tourism Sector in Present Era (240-256). Association of Economists and Managers of the Balkans; Faculty of Tourism and Hospitality, Ohrid.

Vukic, M., Kuzmanovic, M., & Kostic-Stankovic, M. (2015). Understanding the Heterogeneity of Generation Y's Preferences for Travelling: a Conjoint Analysis Approach. Journal of Tourism Research, Vol. 17, No. 5, 482-491.

Yannopoulou, N., Moufahim, M., & Bian, X. (2013). User-generated brands and social media: Couchsurfing and AirBnb. Contemporary Management Research, Vol. 9, No. 1, 85.

Yrigoy, I. (2016). The impact of Airbnb in the urban arena: towards a tourism-led gentrification. The case-study of Palma old quarter (Mallorca, Spain). Turismo y crisis, turismo colaborativo y ecoturismo. XV Coloquio de Geografía del Turismo, el Ocio y la Recreacion de la AGE (281-289).

Zervas, G., Proserpio, D., & Byers, J. (2017). The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry. The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry. Journal of Marketing Research, Vol. 54, No. 5, 687-705.

How to Cite
Kuzmanović, M., & Langović, Z. (2018). FACTORS AFFECTING ONLINE BOOKING INTENTION AND BEHAVIOR: THE CASE OF AIRBNB. Tourism International Scientific Conference Vrnjačka Banja - TISC, 3(1), 132-151. Retrieved from http://www.tisc.rs/proceedings/index.php/hitmc/article/view/7