What prevents consumers that are aware of Airbnb from using the platform? A mixed methods approach

The hospitality sector is now characterised by the co-existence of traditional providers and sharing economy enterprises. It is important to better understand what prevents the use of peer-to-peer accommodation rentals in the tourism marketplace. Adopting a mixed-methods approach, this study first examines travellers' Airbnb use constraints, and then profiles 252 Airbnb non-users based on their constraints and characteristics. The findings suggest that travellers do not use Airbnb because of distrust in the providers, in the platform and in other users, as well as perceived risk and unfamiliarity. Loss of service quality, lack of local experience, legal and regulatory issues, and disinterest also prevented consumers to book Airbnb accommodations. A cluster analysis divided nonusers into three segments: Traditional travellers, Sharing economy misbelievers and Airbnb prospective users. Significant differences based on age confirmed that young travellers are more confident in using peer-to-peer accommodation platforms and more interested in the philosophy.