A STUDY ON PERCEPTION OF INDIAN CUSTOMERS TOWARDS PEER-TO-PEER ACCOMMODATION

Abstract

The accessibility of peer-to-peer accommodation facilitates higher selection of destinations for the tourists, number of activities that tourists participate in the destination, length of stay and travel frequency. The online social platforms and increasing connectivity enables people to share access to their rooms, houses, products and services for a fee or other compensation. The peer-to-peer platforms provide an opportunity to the hosts and the guests to connect with each other with the help of websites thus they are involved in collaborative business. This paper analyses the positioning of peer-to-peer  accommodation in India that will help the service providers for devising a desirable strategy to tap the potential customers or non-users.

The study has analyzed the factors that are influencing the perception of Indian customers towards peer- to-peer accommodation. The reliability and validity of each measurement parameter was tested using reliability analysis and tools used were exploratory factor analysis and logistic regression. The reliability of each measurement items was tested by reliability analysis, and our study used logistic regression analysis to measure the significance and magnitude of each variable for Indian customers. Amongst various factors considered for analysing customer perception towards peer-to-peer accommodation trust has been ranked highest by the respondents while booking an accommodation. The paper provides in- depth knowledge and updation to the service providers, researchers and various business organizations to stimulate extensive participation in peer-to-peer accommodations.