The 7 Ps marketing mix of home-sharing services: Mining travelers’ online reviews on Airbnb

Linchi Kwok, Yingying Tang, Bei Yu

Research output: Contribution to journalArticle

Abstract

The 7 Ps model is a very useful tool in helping service firms solve managerial issues in marketing. Guided by the 7 Ps marketing mix framework, a big-data, supervised machine learning analysis was performed with 1,148,062 English reviews of 37,092 Airbnb listings in San Francisco and New York City. The results disclose similar patterns in both markets, where travelers shared their experience about Service Product and Physical Evidence most often; Price and Promotion were the least mentioned elements. Furthermore, through a series of comparisons of Airbnb's 7 Ps marketing mix among the listings managed by different types of hosts, multi-unit and single-unit hosts seem to offer similar services with a small observable difference; whereas superhosts and the ordinary hosts deliver different services. This study makes valuable methodological contributions and provides practical marketing insights for hoteliers and the hosts and webmasters on home-sharing websites. Policymakers should pay special attention to multi-unit hosts.

Original languageEnglish (US)
Article number102616
JournalInternational Journal of Hospitality Management
Volume90
DOIs
StatePublished - Sep 2020

Keywords

  • Airbnb
  • Big data analytics
  • Home-sharing
  • Machine learning
  • Marketing mix
  • Online reviews

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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