Yếu tố ảnh hưởng ý định quay lại Airbnb tại Việt Nam: Kinh nghiệm và COVID-19

Factors Affect Vietnamese’s Repurchase Intention To Choose Airbnb: Relationship Between Past Experience And The Impact Of Covid-19. A dissertation submitted by Ngoc Thi Tran in partial completion of the award of MSc International Hospitality and Tourism Management 'I hereby declare that the dissertation submitted is wholly the work of Ngoc Thi Tran Any other contributors or sources have either been referenced in the prescribed manner or are listed in the acknowledgements together with the nature and scope of their contribution.' Faculty of Management Bournemouth University 2020 DECLARATION I confirm that this dissertation contains information of a commercial or confidential nature or includes personal information other than that which would normally be in the public domain and that it must not be made available for public access. Ethical and Health & Safety issues I confirm that the on-line ethics checklist was completed and that any ethical considerations associated with the proposed research were discussed with my supervisor and an appropriate research strategy was developed which would take them into account. I also confirm that any potential health & safety risks associated with the proposed research were discussed with my supervisor and where necessary, appropriate precautions were documented, including an appropriate risk assessment.

Copyright The copyright for this dissertation remains with me. Requests for Information I agree that this dissertation may be made available as the result of a request for information under the Freedom of Information Act. Signed: Name: Ngoc Thi Tran Date: 11/9/2020 Programme: MSc International Hospitality and Tourism Management ii Abstract Airbnb, which considered as a part of sharing economy system, is a quickly expanding industry and has brought people’s attention in various ways. In Vietnam, Airbnb appears from 2015 and since then attracting millions of both customers and hosts whose renting their own property to tourists every day.

Living in and homestay such as Airbnb is a way to create a novel experience and it shows an increase in demand in recent years. While this phenomenon showing remarkable growth in term of the number Airbnb around Viet Nam. There is a lack of academic literature related to motivations and factors that affect tourist repurchase intention when choosing Airbnb as accommodation for their next trips. Furthermore, over the last few months, the breaks out of the pandemic (Covid-19) has led to a significant impact on the tourism industry.

Airbnb also has a serious influence on the revenue due to countries lockdown and transportation have stopped around the world. During this unstable period, there is a need to examine how the current situation affects customer behaviour and how their previous experience secures their perceived value of Airbnb. Accordingly, the aim of this study is to examine the relationship between past experience and perceived value, to evaluate the impact of COVID-19 on customer risk perception and to see the relationship between value and risk perception on repurchase intention. A quantitative method is used in order to test the hypothesis proposed by the researcher, an online survey was conducted and then using the SPSS software to analyze the data collected.

The finding of this research indicated that while economic benefit, usefulness website, home benefit, host-guest relationship and authenticity have an impact on customer perceived value, Covid-19 increase risk perception of tourist, therefore, decrease Airbnb repurchase intention. Host-Guest relationship contributes a considerable impact on perceived value and overall perceived value largely decide customer repurchase intention. In contract, perceived risk indicates a little impact on repurchase intention even in this unstable period. At the end of the research, suggestions for developers is mentioned for future improvement.172 Table of Contents Abstract.

Background to the topic. Reasons for choosing the topic. Research aim and objectives. Structure of the dissertation.

Studies on Airbnb. Repuchase intention in Airbnb. Host guest relationship. Perceived risk in a crisis (Covid-19 pandemic).

Sampling and sample size. Finding and Analysis. General data analysis. Research Variable Descriptive Analysis.

Correlation Analysis between PV and other Research Variables. Correlation Analysis between PR and Covid-19. Correlation Analysis between RI, PV and PR. Regression Analysis for PV and Other Research Variables.

Regression Analysis for COVID 19 and PR. Regression Analysis for RI, PV and PR. Conclusions and Recommendations. Recommendations for industry.

Limitation and implications for future research. 60 3 LIST OF TABLES Table 3.1: Demographic characteristic analysis .2: The number of Airbnb stay .3: Airbnb stay purpose .6: Reliability Analysis value.7: KMO and Bartlett's Test value .8: Factor Loading value .9: Research Variable Descriptive Analysis value .10: Correlation Analysis between PV and other research variables .11: Correlation Analysis between PR and Covid-19 .12: Correlation Analysis between RI, PV and PR .13: Model Summary for PV and Other Research Variables. 14: ANOVA of PV and PE. 15: Coefficients of PV and PE .16: Model Summary of Covid-19 and PR .17: ANOVA of Covid-19 and PR .18: Coefficients analysis of Covid-19 and PR .19: Model Summary of RI, PV, and PR .20: ANOVA of RI, PV, PR .21: Coefficients of RI, PV, PR.

47 4 LIST OF FIGURES Figure 2.1: The Comparison between Positivistic Philosophy and Phenomenology (Amended from Collis and Hussey (2003) .3: Sample size equation (Israel 1992).1: Cronbach’s apha value (Tolmie et al. 33 LIST OF ABBREVIATIONS SE: Sharing Economy PV: Perceived value PR: Perceived risk RI: Repurchase intention EFA: exploratory factor analysis KMO: Kaiser-Meyer-Olkin 5 Chapter 1. Background to the topic The sharing economy (SE) is considered as a disruptive business model that commenced in the evolution of Internet technologies and specifically Web 2. Sharing is an old concept, however, the sharing of products and services between strangers for-profit are emerging in recent decades as the emerge of digital technologies (Belk 2010; Frenken and Schor 2017).

There are a range of diference terms are used interchangeably with SE such as collaborative economy or peer to peer economy (Guttentag et al. In 2015, the definition of SE officially introduced from the Oxford Dictionaries as: “An economic system in which assets/services are shared between private individuals, either for free or for a fee, typically by means of the Internet”. This share model is bringing change in term of shared resource, business model and customer behavior in several industries including Tourism (Pusshmann). Generally, notions of the SE in tourism can be divided into four groups, namely: transportation (e.

Uber, Grab), dining (e. Eatwith), tour guide services (e. Vayable), and accommodation (e. Airbnb, Homeaway, Couchsurfing) (Ert et al.

Organizations such as Airbnb position themselves as part of the sharing economy. In Vietnam, Airbnb appears from 2015 and since then attracting millions of both customers and hosts whose renting their own property to tourists every day. After just four year, there are more than 50.000 Airbnb listing around the country. Living in and homestay such as Airbnb is a new way to create a unique experience and it is showing a sharply increase in the demand.

There are a number of studies have been conducted to investigate subject related to Airbnb since it is established in 2007. The common studies must be mentioned such as satisfaction experience about the Airbnb (Bai et al. 2008; Fang et al. 2014; Möhlmann 2015), customer motivations (Johnson 2013; Guttentag et al.

2017; Tran and Filimonau 2020), some research compares Airbnb with the hotel industry (Tussyadiah and Zach 2015; McGowan and Mahon 2018; Li et al. At the same time, more and more researchers interested in determining factors that could affect the repurchase intention (RI) in recent year (Matute et al. 2016; Liang et al. 2017; Amaro et al.

According to Liang et al. (2017), RI can determine by comparing perceived value (PV) and perceived risk (PR) that the customer receives when booking Airbnb. The researcher explores that price, unique experience and good e-word of mouth are significantly crucial to RI. This result is also support for Matute et al.

(2016) finding regarding e-word of mouth influence toward purchase intention. Meanwhile, two research of Amaro et al. (2017) and Amaro et al. 6 (2018) try to build an integrated model in order to examine the interactions between multiple factors and determine how customer RI is affected.

Reasons for choosing the topic 1. Academic rationale The existing literature recognises that maintaining repeat customers is especially critical for the sharing economy which also understands that important for Airbnb as these customers can effortlessly change back to the traditional business such as hotels or resorts. Studying the determinants that affect the Airbnb RI is likely to help the business development in a sustainable way (Tussyadiah, 2016). Consequently, there is a necessary need to find out antecedents of the RI toward Airbnb.

The importance of RI has been demonstrated by many studies. However, there are a few literature resources regarding the RI in Airbnb context, especially in developing countries such as Viet Nam. Moreover, this study intends to investigate the RI in an unstable period which is the pandemic happened in this recent time. There is some risk assessment research from An et al.

(2010), Chiu et al. (2014) and Jun (2020) related to tourism that the researcher believes could apply and adapt to build a new model for this study. Hopefully, this study can fulfil the gaps in the literature, as well as the results of the research, can help to gain a better comprehension about this area and motivate further research on this topic in future. Industry rationale Despite the outstanding reputation of Airbnb in the tourism and hospitality industry globally, the research of Airbnb RI until now has been barely measured and its investigation is limited to a few popular urban centres (Bong and Seo 2018).

In the current intensely emulous digital economy context, consumer's repurchase intention has emerged as a highly crucial component among online vendors and firms (Jun 2020). For example, from a marketing point of view, the cost of retaining an old customer is equal five times the cost of attracting a new one, therefore, the main task of eCommerce businesses today has shifted from attracting new customers to increasing loyalty to drive repeat buying intentions. Likewise, some research shows that when customer loyalty increases 5%, profits of business can increase from 25% to 75% (Amanda 2014), thus it is important to find the factors that affect the RI of online shopping consumers. Research aim and objectives The main purpose of this study is to “explore and identify the factors that influence Vietnamese travellers’ Airbnb repurchase intention in the post-pandemic (COVID-19) context.” Hence, the following objectives need to be achieved: 7 1.

To investigate the relationship between past experience, current situation and future repurchase intention of Airbnb customers. To examine the impact of economic benefit, usefulness website, home benefit, host- guest relationship and authenticity on perceived value. To test the impacts of the Covid-19 pandemic in Vietnamese travellers’ Airbnb perceived risk, hence, leading to repurchase intention. To give possible recommendations for further research.

In order to make a valid and comprehensive research of the topic, appropriate research techniques are required to be employed in this study. Structure of the dissertation This study is divided into five chapters. Each chapter is summarily described as below: Chapter 1: Introduction The first chapter introduces the relevant topic background and the academic and practical reasons for choosing this dissertation topic. The aim and objectives are mentioned as well.

Chapter 2: Literature Review In the next chapter, the researcher reviews the exiting literature related to the topic including Airbnb establishment and the antecedent factors of RI which will be examined in chapter 3. The purpose here is to review all exit academic resources of the information relevant to the topic. these resources are selected from books, journals, reports and other sources from the online library and the internet network.