The construction of the affinity-seeking strategies of Airbnb homestay hosts

Purpose This study aims to explore the dimensions and sub-factors of Airbnb hosts’ affinity-seeking strategies. It also aims to build a conceptual framework of hosts’ affinity-seeking strategies and their impact on Airbnb guests’ feelings of affection toward their host and/or the homestay and their behavioral intentions. Design/methodology/approach Based on 150,161 Inside Airbnb online reviews in three major US cities, this study uses semantic analysis to explore processes through which hosts’ affinity-seeking strategies are constructed. Findings A conceptual framework is proposed to identify two dimensions (warmth and competency) and their sub-factors (“presenting friendly attitudes,” “showing personality traits,” “providing service and help” and “promoting social interaction and sharing”) of Airbnb homestay hosts’ affinity-seeking strategies. The framework shows a positive relationship between these strategies and guests’ affection and behavior in response. Practical implications The research findings provide valuable insights to hosts for improving their affinity and strengthening their competitive advantages. They also offer guidance to destination management organizations on how to build a positive destination image. Originality/value To the best of the authors’ knowledge, this study is the first to conceptualize Airbnb homestay hosts’ affinity-seeking strategies. It contributes to the literature by incorporating social cognition theory and service theory in the analysis of these strategies.