Factors Affect Vietnamese’s Repurchase Intention to Choose Airbnb: Relationship Between Past Experience And The Impact Of Covid-19 :M.A thesis - Major: International Hospitality and Tourism Management

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

ii

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

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.

Word count: 14.172

1

Table of Contents

Abstract .........................................................................................................................0

Chapter 1. Introduction.............................................................................................6

1.1. Background to the topic ...............................................................................6

1.2. Reasons for choosing the topic ..................................................................7

1.2.1. Academic rationale...................................................................................7

1.3. Industry rationale...........................................................................................7

1.4. Research aim and objectives.......................................................................7

1.5. Structure of the dissertation ........................................................................8

Chapter 2. Literature review.....................................................................................9

2.1. Introduction ....................................................................................................9

2.2. Airbnb..............................................................................................................9

2.2.1. Airbnb phenomenon.................................................................................9

2.2.2. Studies on Airbnb...................................................................................10

2.3. Repuchase intention in Airbnb ..................................................................11

2.4. Perceived value............................................................................................12

2.4.1. Perceived usefulness .............................................................................13

2.4.2. Economic benefits ..................................................................................13

2.4.3. Household benefits.................................................................................13

2.4.4. Host guest relationship...........................................................................14

2.4.5. Perceived Authenticity............................................................................15

2.5. Perceived risk...............................................................................................15

2.5.1. Perceived risk in a crisis (Covid-19 pandemic) .....................................17

2.6. Hypothesis....................................................................................................18

2.7. Research gaps .............................................................................................19

Chapter 3. Methodology .........................................................................................20

3.1. Introduction ..................................................................................................20

3.2. Research Philosophies ...............................................................................20

3.3. Research Approach.....................................................................................21

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3.4. Secondary research ....................................................................................21

3.5. Primary research .........................................................................................22

3.5.1. Quantitative analysis ..............................................................................23

3.6. Questionnaire design..................................................................................23

3.7. Sampling and sample size..........................................................................26

3.7.1. Sampling.................................................................................................27

3.7.2. Sample size ............................................................................................27

3.8. Pilot test........................................................................................................28

3.9. Data analysis ................................................................................................29

3.10. Conclusion................................................................................................29

Chapter 4. Finding and Analysis ...........................................................................30

4.1. Introduction ..................................................................................................30

4.2. Descriptive Analysis ...................................................................................30

4.2.1. Demographic characteristic ...................................................................30

4.2.2. General data analysis.............................................................................31

4.3. Reliability Analysis ......................................................................................33

4.4. Validity Analysis ..........................................................................................34

4.5. Research Variable Descriptive Analysis ..................................................37

4.6. Correlation Analysis....................................................................................38

4.6.1. Correlation Analysis between PV and other Research Variables.........38

4.6.2. Correlation Analysis between PR and Covid-19 ...................................39

4.6.3. Correlation Analysis between RI, PV and PR .......................................39

4.6.4. Conclusion..............................................................................................40

4.7. Regression Analysis ...................................................................................40

4.7.1. Regression Analysis for PV and Other Research Variables.................41

4.7.2. Regression Analysis for COVID 19 and PR ..........................................43

4.7.3. Regression Analysis for RI, PV and PR ................................................44

4.7.4. Conclusion..............................................................................................46

4.8. Hypothesis test ............................................................................................46

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Chapter 5. Conclusions and Recommendations ................................................47

5.1. General conclution ......................................................................................47

5.2. Academic contribution................................................................................48

5.3. Recommendations for industry .................................................................49

5.4. Limitation and implications for future research......................................49

References ..................................................................................................................51

Appendices .................................................................................................................60