The complexity of purchasing intentions in peer-to-peer accommodation

Purpose: The study aims to examine the complexity of attribute configurations affecting tourism decisions related to peer-to-peer accommodation and the sharing economy in destinations affected by recession. Design/methodology/approach: Based on chaos and complexity theories this non-parametric research examines the perspectives of 352 peer-to-peer accommodation holidaymakers in Athens, Greece. Using fuzzy-set Qualitative Comparative Analysis (fsQCA), the study examines the complex relations between social and economic aspects, benefits, risks, and consumer trust with regard to purchasing intentions. The paper also compares fsQCA with the dominant linear methods of analysis (regression; Cramer’s V) and highlights fsQCA’s suitability when dealing with tourism complexity. Findings: The results reveal three configurations explaining the attributes of holidaymakers’ tourism decisions characterised by socio-economic orientation, trust formulation, and price sensitivity. They also highlight the superiority of fsQCA towards conventional linear analyses in complexity aspects. Research limitations/implications: The examination of the complexity concept using fsQCA can provide a better understanding of the influence of attributes which affect tourism decisions especially for countries suffering from deep recession such as Greece. Still, due to the lack of fsQCA implementation in tourism studies its full potential needs to be further examined. Originality/value: In terms of the literature, the study provides an understanding of the complexity formulation of tourism decisions during recession, with special focus on the sharing economy. It further explores the attributes that affect tourism decisions and associated linkages. Methodologically, the study highlights the value of fsQCA and its advantages compared to conventional methods of correlational analysis. It also progresses from fit to predictive validity for the models suggested. Keywords: Sharing economy, Chaos Theory, Complexity Theory, Holidaymakers, fuzzy-set Qualitative Comparative Analysis, Greece

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