PRE-TRIP DECISION ON VALUE CO-CREATION OF PEER-TO-PEER ACCOMMODATION SERVICES
Journal: Acta Informatica Malaysia (AIM)
Author: Gita Anugrah, Pri Hermawan
This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited
In making decisions through online platforms specifically in choosing accommodation for traveling, travelers often consider the judgment of others as a signal to make decisions. In this case, progressively online reviews have an essential role in online platforms to influence decision making for travelers. The link between online reviews and travelers’ decision making is examined through qualitative online content analysis to integrate themes derived from online reviews. The content analysis applied to a deeper understanding of online reviews that extract Airbnb data to analyze guest reviews in Superhost Bandung. The results of this study reveal the value of co-reation practices that can be utilized for decision making, according to the characteristics of the identified themes, such as expressing feelings, evaluating location and accommodation, recommending, and thanking.