Clustering Consumer Profiles in Peer-To-Peer Travel Accommodation

Abstract

The sharing economy has significantly transformed the tourism landscape, introducing peer-to-peer accommodation platforms that have reshaped market dynamics and consumer behaviors. This study analyzes the socio-economic impact of these platforms on tourism. Employing a dataset from a survey of 344 respondents, we conducted a cluster analysis to identify distinct user profiles and their preferences. The analysis reveals two primary user clusters: 'Experienced Sharers' and 'Guided Novices', differentiated by their familiarity with and usage of sharing platforms. Key factors influencing user choices include personal experience, knowledge of shared accommodations, and socio-economic indicators such as city size and monthly income. Our findings underscore the dual impact of peer-to-peer accommodation: while it offers economic opportunities and diverse choices for consumers, it also presents challenges in terms of privacy concerns and the quality of service.