engleski

The service quality satisfaction in peer-to-peer (p2p) accommodation facilities: the case of Dubrovnik settlement

Due to the strong impact of the sharing economy, and huge and rapid growth of peer-to-peer (P2P) accommodation in tourism and hospitality industry, examining the level of tourists’ satisfaction with its service quality is of crucial importance. The main goal of this paper is to analyse service quality in Airbnb accommodation facilities from the tourists’ point of view by using the SERVQUAL model. Also, this paper aims to contribute to a better understanding which of SERVQUAL dimensions impacts the overall satisfaction of the service quality more. In order to achieve the main aims of this paper, empirical research was carried out on the convenience sample of 507 tourists who have used Airbnb accommodation facilities in a period from May the 1st to November the 1st 2018 in the Dubrovnik settlement (The Republic of Croatia). The data was analyzed by Cronbach alpha, explorative factor analysis (EFA) with Kaiser- Meyer-Olkin and Bartlett tests and multiple regression. The results indicate that, in general, tourists are satisfied with the quality of service in facilities they have used while staying in Dubrovnik settlement. Furthermore, it is pointed out that each of SERVQUALmodel dimensions has different contribution to total service quality satisfaction. Besides the theoretical contribution, the findings of this paper will be used as recommendations for destination management concerning future norms and guidelines for increasing service quality in P2P accommodation as well as for improving the procedure of facilities’ categorization. Airbnb accommodations’ hosts will also benefit from this research in a form of suggested marketing strategies for their future work that will help in achieving higher revenue from their accommodation facilities’ listing and realizing better competitive position on P2P accommodation market.

peer-to-peer accommodation ; service quality satisfaction ; SERVQUAL ; Dubrovnik settlement

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