Determinant Consumer Preferences Affect Demand on Airbnb in Malaysia

Lim, Wee Chee (2020) Determinant Consumer Preferences Affect Demand on Airbnb in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Over the past several years, Airbnb has grown very rapidly with millions of tourists having used the service. It is widely recognized as a disruptive innovation in the tourism industry. Therefore, Airbnb accommodation had become an exploratory topic to be conducted. Numerous research had studied but they mainly focused on examining consumer motivation factors but ignored consumer predictive power, they did not test any predictive conceptual relationships between motivation or constraint factors and a theoretically relevant outcome variables. Thus, this study aimed to determine consumer preferences affect demand on Airbnb in Malaysia. In order to carry out the study, the previous related study had been read through and the literature review had analysed the variables of Airbnb demand and preferences to be investigated in this study. The present study was used a quantitative method to conduct the research which was a questionnaire survey. After that, 255 questionnaires were received and the outcome was analysed by a descriptive approach, cross-tabulation and relative important index. Lastly, the results indicated the consumer demand for Leisure travel, they more concern about location; for business travel, they more concern about price value; for purpose convention/conference/major event was both enjoyment and security and for purpose visiting friend/family, they more concern about home benefits. This study contributes to the literature by simultaneously examining the predictive power of both consumer demands and preferences toward Airbnb accommodation and also contributed a recommendation to Airbnb owner or Airbnb organizer where had proposed the most practice in use for a guideline for them to have improvement on the Airbnb service provided according to different demand on Airbnb in order to increase their profits from Airbnb.