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The changing determinants of tourists’ repurchase intention: the case of short-term rentals during the COVID-19 pandemic

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posted on 2023-06-10, 05:18 authored by Ivana N Braje, Anna Pechurina, Nilay Bicakcioglu-PeynirciNilay Bicakcioglu-Peynirci, Cristina Miguel, Maria D M Alonso-Almeida, Carlo Giglio
Purpose Adopting Ajzen’s theory of planned behaviour theoretical framework, this paper aims to explore repurchase intentions among short-term rental users and changes in determinants of repurchase intention in the context of the COVID-19 pandemic. Design/methodology/approach Data for the research was collected via a cross-country quantitative survey (N = 1,433) in five European countries: Croatia, Italy, Spain, Turkey and the UK during 2020. Trust, perceived value, authenticity and perceived risk were incorporated into the structural equation model as part of an integrated analysis of antecedents of repurchase intention. Findings Perceived value and authenticity are the key drivers of a positive attitude to repurchase of short-term rentals even after the pandemic. The pandemic modified the role of perceived risk in determining attitude towards short-term rentals as perceived risks could negatively affect attitude and repurchase intention after COVID-19. Trust in the platform and the host became a significant determinant of repurchase intentions after the spread of COVID-19. Research limitations/implications The analysis has shown the link between attitude, subjective norms, perceived behavioural control and repurchase intention, and has thus demonstrated a successful application of the theory of planned behaviour to short-term rental users. Originality/value The results of this study suggest a possible reconceptualisation of repurchase determinants due to the pandemic. The study offers a timely contribution to the research on the impact of the pandemic on the determinants of tourists’ repurchase intentions.

History

Publication status

  • Published

File Version

  • Accepted version

Journal

International Journal of Contemporary Hospitality Management

ISSN

0959-6119

Publisher

Emerald

Issue

1

Volume

34

Page range

159-183

Department affiliated with

  • Strategy and Marketing Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2022-11-01

First Open Access (FOA) Date

2022-11-01

First Compliant Deposit (FCD) Date

2022-11-01

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