How self-gratification and social values shape revisit intention and customer loyalty of Airbnb customers

Although the interrelationships among customer perceived value, revisit intention and customer loyalty has been widely studied in various tourism and hospitality settings, it has yet to be comprehensively addressed in the Airbnb context. Based on the value-attitude-behavior hierarchy, our paper proposes a theoretical framework assessing the influence of self-gratification and social values on creating revisit intention and customer loyalty of Airbnb users. Analysis of empirical data stemmed from two focus group discussions, eight in-depth interviews, and a survey with 192 Airbnb users reveals that self-gratification value influences revisit intention and customer loyalty of Airbnb users. However, as the findings indicate, although the social value is influential in forming revisit intention, its effect in creating customer loyalty towards Airbnb is insignificant.