In this digital age, the widespread of technology advances is changing the way people think, feel and act dramatically, many of which are related to consumer behaviors. To book a taxi, calling a taxi agency or just waving a random car is no longer a common option, but searching for the bestprice drive on the Uber mobile application is preferred. This comes with the rise of new types of business models integrated with the use of technology. At the same time, the need of people to utilize spare resources in this fastpace, efficientseeking world leads to the concepts of sharing economy. Airbnb, an online marketplace which lets people rent out their properties or spare rooms to guests is one successful example of business that operate on utilizing these trends. Despite the fastpaced internationalization, there are certain barriers from cultural, legal, social differences a product faces when it enter a different country. What is true for a market may not work for another, Vietnam in this case. Airbnb is not an exception. Like the saying: When in Rome, do as the Romans do”, when integrating in such a socalled ‘traditional’ market, Airbnb needs to beware of the differences and adjust the business accordingly in order to succeed. Therefore, in this research, we would like to look more closely in a practical manner about the Vietnamese consumer behaviours in their accommodation choices, evaluate the potentials of Airbnb in Vietnam and give some recommendations. In specific, we start by firstly looking at the big picture of the Vietnamese hospitality industry: key players, the competition landscape and the current trends of the market. This gives us the understanding about the position of Airbnb in the industry. Next, we utilize both quantitative and qualitative research methods by conducting survey and interviews, which tell us about consumer behaviours in their accommodations choices when travelling and the perceptions people are having on Airbnb. This allows us to review our assumptions and come up with some realizations which facilitate our further analysis: ● The target customers come from young generation ● People prioritize security, comfort and price when choosing accommodation ● Perceptions and attitude of Vietnamese people towards Airbnb: as a new and exciting business to try but not as a must Along with some drawbacks of Airbnb when it operates in Vietnam, Airbnb is a potential business and there is room for its growth. Finally, following our SWOT analysis, we give some recommendations for Airbnb to overcome the challenges and adapt with the Vietnamese market. This is presented in the order of a Customer Journey when they choose Airbnb. Last, we would like to admit the shortcoming in our research. While our online survey is available to the general public and we try to diversify the background of participants in the survey as much as possible, due to the limitation in the network of the members, young people, who share similar background with us account for a large proportion, which may affect the objectivity of the research. Being aware of that, the interviews with the people who have experiences with Airbnb and know well about the industry really help consolidate our conclusion.
REPORT OUTLINE EXECUTIVE SUMMARY CONTENTS I Research background An overview of the hospitality industry in Vietnam The concept of Airbnb 2.1 What is Airbnb and how it works 2.2 Airbnb and the influencing factors 2.3 Airbnb and the competitors 4 6 10 II Methodology 13 III Research findings The sample Survey analysis 2.1 Questions used for survey 2.2 Findings on survey responses Interview analysis 3.1 Questions used for interview 3.2 Findings on interviewees’ responses 13 13 16 16 19 28 28 28 III Highlighted points from the market research Consumer buying behavior SWOT analysis 2.1 Strengths 2.2 Weaknesses 2.3 Opportunities 2.4 Threats 32 32 32 32 33 34 35 IV Recommendations 35 V Conclusion 36 REFERENCES 38 APPENDICES Appendix Questionnaire questions Appendix Interview questions for Airbnb hosts 41 41 44 EXECUTIVE SUMMARY In this digital age, the widespread of technology advances is changing the way people think, feel and act dramatically, many of which are related to consumer behaviors To book a taxi, calling a taxi agency or just waving a random car is no longer a common option, but searching for the best-price drive on the Uber mobile application is preferred This comes with the rise of new types of business models integrated with the use of technology At the same time, the need of people to utilize spare resources in this fast-pace, efficient-seeking world leads to the concepts of sharing economy Airbnb, an online marketplace which lets people rent out their properties or spare rooms to guests is one successful example of business that operate on utilizing these trends Despite the fast-paced internationalization, there are certain barriers from cultural, legal, social differences a product faces when it enter a different country What is true for a market may not work for another, Vietnam in this case Airbnb is not an exception Like the saying: When in Rome, as the Romans do”, when integrating in such a so-called ‘traditional’ market, Airbnb needs to beware of the differences and adjust the business accordingly in order to succeed Therefore, in this research, we would like to look more closely in a practical manner about the Vietnamese consumer behaviours in their accommodation choices, evaluate the potentials of Airbnb in Vietnam and give some recommendations In specific, we start by firstly looking at the big picture of the Vietnamese hospitality industry: key players, the competition landscape and the current trends of the market This gives us the understanding about the position of Airbnb in the industry Next, we utilize both quantitative and qualitative research methods by conducting survey and interviews, which tell us about consumer behaviours in their accommodations choices when travelling and the perceptions people are having on Airbnb This allows us to review our assumptions and come up with some realizations which facilitate our further analysis: ● The target customers come from young generation ● People prioritize security, comfort and price when choosing accommodation ● Perceptions and attitude of Vietnamese people towards Airbnb: as a new and exciting business to try but not as a must Along with some drawbacks of Airbnb when it operates in Vietnam, Airbnb is a potential business and there is room for its growth Finally, following our SWOT analysis, we give some recommendations for Airbnb to overcome the challenges and adapt with the Vietnamese market This is presented in the order of a Customer Journey when they choose Airbnb Last, we would like to admit the shortcoming in our research While our online survey is available to the general public and we try to diversify the background of participants in the survey as much as possible, due to the limitation in the network of the members, young people, who share similar background with us account for a large proportion, which may affect the objectivity of the research Being aware of that, the interviews with the people who have experiences with Airbnb and know well about the industry really help consolidate our conclusion CONTENTS I Research background An overview of the hospitality industry in Vietnam Viet Nam is rising in its popularity as a tourist destination in South East Asia In 2016, the number of international guests which visited the country reached over 10 million people, representing an increase of 26 percent With diverse attractions and delicious food, Vietnam provides appeal for a wide range of travelers In a similar way, Vietnamese people tend to travel more, because of the fact that the living standards increase and the living style and perception of young people, the “millennial generation” h as changed dramatically As interest continues to mount, so too opportunities for investors catering to the hospitality industry Therefore, Vietnam is considered as a very potential market for accommodation services In fact, according to Do Hong Xoan, chairwoman of the Vietnam Hotel Association, Vietnam has experienced unprecedented growth in the hospitality sector in recent years Together with the accelerating traveling trend, the accommodation services industries also experienced a two-fold growth in the number of facilities According to Vietnam National Administration of Tourism, in 2017, 25,600 accommodation facilities with a total of 508,000 rooms across the country were available, an increase of 21.9 percent in the number of facilities and 20.9 percent in the number of rooms, compared to the previous year When talking about kinds of accommodation in Vietnam, there are main categories which are traditional (hotels, resorts and hostels) and non-traditional services including homestay, bed and breakfast (B&B), and condotels The most favorite types of accommodation are hotels and resorts, which account for 84 percent of the total supply in Vietnam The typical reason why people choose hotels is location whether it is near the airport or in the the heart of the city Similarly, resorts are preferred when travelers want to experience the breathtaking scenery along the beach In the second place, condo hotels, with about 8,000 units, account for 12 percent of the market share Specialized products, including those that offer specific functions such as wellness and spas and are design-oriented, with specific services, have around 2,600 rooms, accounting for four percent Besides, there is an emergence of sharing economy in the accommodation services industry, competing with traditional types which are homestay and (B&B) The reason for this increasing trend is the changing in habit and behavior of millennial generation The millennial population is accounted for 38 percent of the total population in 2016 Thus, the their behavior as consumers has a great impact on the change of accommodation services industries Millennials not only in Vietnam but also in other countries prefer to spend money on experiences rather than on material goods Instead of making an effort to embrace new concepts, there has been a lack of product diversification, and developers are only replicating what already exists Mauro Gasparotti, director of Savills Hotels Asia Pacific admitted that building large rooms or lobbies no longer delivers a sustainable competitive advantage and guest satisfaction Consequently, along with the increase in the demand for rooms, the hospitality industry is witnessing a harsh competition between traditional and modern accommodation suppliers For example, it can be seen the fantastic growth in B&B community every day when thousands of people are deciding to open their home to guests from all over the world Especially for millennials, B&Bs are a great value for them traveling on a budget and give an immersive experience to remember The rapid growth in the demand for B&B service drive the need for the digital platforms which connects hosts and guests As a result, Airbnb is established to fill this gap Since launching in 2008, Airbnb has attracted a large number of travelers Airbnb is an online marketplace which lets people rent out their properties or spare rooms to guests, or as it puts it, it is a place for getting “vacation rentals, homes, experiences and places” Generally, the operation of Airbnb is similar to Uber or Grab, utilizing the trend of a “sharing” economy which is very popular in recent years For the first time, anyone with a spare mattress or room could run their own B&B Creation of new user behaviours on the demand side is introduced as well when travellers who rarely stayed at strangers’ apartments in a new city now living with local people The most important thing is that to create an environment of trust between travellers and hosts, Airbnb invested in a strong curation mechanism, a process by which they separate the best from the rest: a robust review system that lets each party rate the other The concept of Airbnb 2.1 What is Airbnb and how it works For more details, Airbnb stands for Air- bed and breakfast which is part of sharing economy in accommodation sector through online platform Founded in 2008 in San Francisco, California, Airbnb have been accommodated in more than 65,000 cities and 191 countries around the world With a compelling slogan “Live like a local”, Airbnb works as an intermediary connecting hosts and guests, facilitating the process of renting In other words, Airbnb is a community marketplace and hospitality service that allows people to lease and rent short-term accommodations all over the world So, how does Airbnb work? Hosts are people having unoccupied rooms or apartments to offer to travelers They make money by renting out their homes and Airbnb takes a cut too (hosts service fee is generally 3% for each home booking done) Hosts have a person identity and their profiles where guests can give feedbacks for the products and service offered Vice versa, in order to book the place, guests also have to create an account in Airbnb which provides personal identities Through this social profile, hosts can see and make a decision whether to accept or reject the booking Since the request is sent, the hosts can accept or decline within 24 hours In term of payment, Airbnb supports different methods of payment in many currencies The money paid by guests will be sent to the hosts only after 24 hours of the arrivals (Airbnb, Inc) Moreover, Airbnb also provides an extra protection of the owners in order to gain their reputation According to Airbnb policy, the company guarantees property damage protection of up to $1 million USD for every host at no additional cost As regard to value proposition, Airbnb is established to enable owners to list their space publicly and give cheap options to travelers With rating and review system for hosts and guests, Airbnb applies an user-friendly app and web based structure in order to efficiently facilitate the process of booking living accommodation for travelers Through facilitating access to distinctive spaces and local culture, Airbnb aims to enable travelers to “Feel at home anywhere you go in the world” by serving as a bridge between guests and local hosts It builds connections with hosts, gaining access to outstanding spaces and culture of their destinations Last but not least, “Price is what you pay, Value is what you get”- Value proposition equals to products or services that generate value for a particular customer segment Since Airbnb business model is duo-sided platform that serves to fetter customers who are on the lookout for a space to rent during vacation and sellers who are convinced to share their homes for extra money So the business works with different customer segments: the guests and the hosts Airbnb Business Model Canvas Airbnb is considered as a phenomenon internationally and in Vietnam since its launch in 2014 In Vietnam currently, it is estimated to have more than 7,000 Airbnb facilities across the country while this number is only 1000 in 2015 In particular, Airbnb Hanoi, Airbnb Ho chi minh, Airbnb Nha Trang, Airbnb Vung Tau saw the greatest rise because those are popular touristic areas Notably, one third of those accounts are owned by the same owners, who are professional businessman but not households who just conveniently rent out their vacant rooms According to Airbnb, Vietnam is one of the countries having a great number of people who utilize this platform for a professional business 2.2 Airbnb and the influencing factors Turning to the influencing factors of sharing economy and Airbnb in particular, the motivation of sharing can be derived from main driving forces: economic factors, technological factors, social factors and political factors In term of economic factors, collaborative consumption is suitable for those who want to make extra money and for a person who want to save money House for example In some cases, the house or unoccupied rooms are not utilized all the time then the owner can make use of it to offer a rent to other people This is win-win situation where the owner can have more income and the demand side can also receive the value from hiring the house for the temporary need with affordable price Furthermore, more and more professional renters start their business in Airbnb Notably, Vietnam is a fast-moving market where up to one third of homeowners own a lease, which means they are professional renters rather than just landlords This proportion in Vietnam is quite high (about 30%), compared to Paris (9%), New York (16%) or Sydney (17%), according to Airbnb Another underlying forces is technological factors With the proliferation of new technologies and social networking, people are able to share information as simply as a mouse click Therefore, social media becomes an effective instruments for both supply and demand sides to contact with each other from distance In addition, online payment system like internet banking also promotes the process of transaction in a more convenient way Users can easily access Airbnb through laptop or mobile phone The percentage of users accessing via website and application (Source: Airbnb.com) Besides, social factors also influence the sharing economy in many ways It is a widely held view that people want to experience not only the goods and services but also local culture As a consequence, sharing accommodation becomes so popular nowadays This is one of the reasons why visitors choose to stay in local houses through Airbnb in steady of the traditional accommodation as hotels In Vietnam, as a rising trend, young generation is not only looking for an affordable lodge but also a place to take pictures, to express their personality and uniqueness Providing an attractive and dynamic concept together with comfortable room, Airbnb quickly receive lots of attention form Vietnamese millennials Apart from that, political forces have an ample impact on Airbnb in a negative way Since Airbnb is a unique business, there is still no transparent legal system to administer this kind of business The lack of legal provisions for e-commerce brokerage causes difficulties relating to the brokers, the clients and the tax obligation With the current transaction method, there is a widely held view that the hosts and the intermediary service agent, Airbnb, collect money without paying taxes In addition, there are many cases that Airbnb has faced legal issues for failing to comply to housing regulations Because it is based mostly on the contract between host and guest, it is difficult to deal with dispute as it happens Moreover, according to Le Mai Khanh - Vice President of Vietnam Hotels Association, it can not denied that the adverse impact on the business environment significant But the more concerning issue is the quality of service and concerns about safety and security for tourists "Obviously when renting self-sufficient, the owner has the right to adjust the price increase arbitrarily The Regarding customers’ motivation, Linh thinks that apart from reasonable price, privacy and facilities are of the first priorities of her guests Since the apartment is large enough for a family of to 4, with sufficient facilities in the house and other utilities in the building (shopping mall, gym room, cinema, etc.), the guests can enjoy their trip to the utmost Talking about the hindrances, however, Linh said that Airbnb is still a new service in Vietnam, which gives customers a lot of doubts on the service itself as well as the hosts Moreover, since Airbnb is kind of a self-service platform where guests should make themselves at home and there is no staff around, some people will find it inconvenient when they need to ask for help from their hosts Linh Le - The host of City View APT, an Airbnb listing in Vinhomes Royal City When asked about the most potential competitors, Linh states that they could be other hotels in the area Though her listing offers a better price, foreign travelers, who are the main customer groups, still have the financial ability to afford something a little bit more expensive if they want Linh said, however, she still has a great advantage over other accommodation types if the customers have to stay longer She offered a 40% discount coupon for all guests 31 staying longer than a week, and that seem to be a great bargain that has helped attracting lots of her customers Regarding the method of receiving feedbacks, Linh said that most of the feedbacks will be shared on Airbnb website Others, however, are posted on the Facebook page she creates for her listing A small number of feedbacks also come from comments on her posts on Instagram and other social networks platforms III Highlighted points from the market research Consumer buying behavior Through the survey findings analysed above, we come to the conclusion that the behavior of Airbnb guests can be considered variety-seeking behavior That being said, the customer is not so highly involved in the purchase making process, yet there are significant differences between brands or alternative accommodation choices In this case, the cost of switching between Airbnb to other accommodation services, or vice versa, is low, and so the consumer may, perhaps simply out of boredom, or interested in exploring new things, move from one kind of service to another Getting to know the type of consumer buying behavior is crucial for Airbnb to consider its market penetration and expansion strategy In this case, Airbnb can try to turn their customers’ buying behavior from variety-seeking to habitual buying by improving its service quality and hence, increase brand loyalty Alternatively, Airbnb can encourage customers to switch from market leaders such as hotels or hostels by offering promotions and boost advertising to attract customers to try new things SWOT analysis 2.1 Strengths Airbnb can provide a wide range of options for various types of customers, in terms of places, sizes, locations, … Customers can easily choose what specific areas they want to stay and 32 don’t need to worry whether there will be any accommodations there,and whether those places can fit their living styles Moreover, one of the most attractive features of Airbnb is its provision of privacy Many travellers don’t prefer sharing places with any strangers or being scrutinized by any people like the hotel managers or hostel hosts Therefore, they will feel very comfortable when choosing Airbnb The privacy is not the only factor that the tourists will consider, but the cosiness will also be concerned Since many people are into a place that is similar to their houses, with adequate equipment like a mini apartment, for example the kitchen with household appliances, living room with soft coaches and beautiful ceiling lights All those requirements mostly cannot be met by the regular hotels, especially the ones in the urban areas with very limited spaces In addition, the direct connection between the hosts and the customers is also a plus point which bring up the trusts and convenience So, it is reasonable to believe that Airbnb becomes the most suitable option at the moment The various genres of products also come with the diversity of prices While the hotels commonly stick with high-end prices, or hostels/ homestays with cheaper price coming along with inferior services, Airbnb can provide the users with extremely wider range of prices, which can vary from quite low one (approximately equals to that of homestays) to the much higher ones This will create more options for customers, leading to a wider range of customers Therefore, the prospect of becoming more popular in the future of Airbnb will be really promising 2.2 Weaknesses Despite a bunch of compliments and nice responses from the interviewees, Airbnb still has several shortcomings needed to be fixed and improved Firstly, the advertising campaign of Airbnb is not really standing-out and effective The Airbnb websites and blogs are mostly dependent on the hosts with the amateur advertisements by themselves The role of Airbnb is like a “broker” with no active supports for both the hosts and the travellers Therefore, the influences of Airbnb is significantly restricted Moreover, the customers also feel quite suspicious about Airbnb products because they think that there’s no official authority who regulates the hosts’ actions and nothing can assure for their safety (despite the fact that there is an insurance contract between Airbnb and both of the hosts and the clients with the value up to $1 million) Also, the related services provided by Airbnb are not diversified and 33 adequate enough to distinguish Airbnb from other mobile apps in the same industry Those weaknesses push Airbnb to a position required a “revolution”- a mass change aiming to bettering the position of Airbnb 2.3 Opportunities In order to find out the exact extent of the future growth of Airbnb, our team has conducted a research on 252 people According to the results we acquired, it is more certain to state that Airbnb has a lot of chances to increase their influences in this industry First of all, most of our participants (around 40.2%) choose friends as the regular travelling partners, and also 62.3% of the interviewees have the purpose of hanging out with their friends when they travel Therefore, there will be increasing requirements of a place large enough for a group of friends living together, throwing parties or having some outdoor activities, … This is also a feature that only Airbnb possesses, it is much more flexible for this type of customers because of no stringent rules in terms of the guest limitations Moreover, Airbnb also has a certain customer base, who really enjoy their experiences with Airbnb products and related services Following the figures in our findings, it is obvious that in several latest years, the proportion of respondents choosing Airbnb is around 10-20% Most of them have nice feelings towards Airbnb services For example, 62.5% of them feel satisfactory when living in Airbnb accommodations and no one of them thinks that Airbnb has any drawbacks or needs any improvements Moreover, many of them are willing to recommend Airbnb to their acquaintances., with 88.3% of them rate 10 when being asked whether they want to recommend Airbnb for their friends and relatives This situation is really valuable when we also realize that nowadays, people often seek for the information of accommodations mostly via words of mouth, which Airbnb can definitely utilize with the help from its customer base Another popular information channel (with 44.3% of participants use) is via mobile apps and websites, which also can be considered as the desirable factor of Airbnb Finally, there is an important point which can ensure the future growth of Airbnb- the excess room or the potential markets that has not yet been targeted Because there is unexpectedly 34 large percentage of participants who have never heard about Airbnb (roughly 61.5%), there will be a huge market shares and profits acquired if Airbnb has the appropriate media campaign to attract those potential clients 2.4 Threats As it is mentioned above, there is a large market shares that Airbnb has not yet focused This proportion can become a threat for Airbnb because other competitors may enter the industry and take over this part quickly via inheriting the strong points and reducing and improving the weaknesses In addition, Vietnamese Laws related to house renting is not complete at the moment Therefore, if there are any regulations which will come into practice in the future, there will be potential threats in terms of law- violating to the whole industry and Airbnb will also be affected IV Recommendations Following SWOT analysis, with the corresponding strengths, weaknesses, opportunities and threats, there will be some advices for Airbnb to gradually mitigate its deficiencies and foster its competitive advantages With the purpose to make the recommendation becoming clearer and well-organized, it will be established based on the Customer Journey mapping The first recommendation will relate to the first stage of this process- attention, which means that the potential clients aware that there is a kind of product/ brand existing in the market In order to achieve this transparent aim, Airbnb has to increase its popularity amongst various types of customers in terms of age, genders, incomes, … Therefore, it should consider the changes in advertising strategies and campaigns To be more specific, it ought to have more social and community programmes in order to raise its reputation and CSR index For example, Airbnb should sponsor for some contests held for people loving travelling (photo contests, reviewing contests, etc.); or provide some classes to help travellers know better about the geographical and cultural features of some well-known places, etc In this phase, the brand name should be the first priority of the company 35 The second phase which needs the improvements is interests- raising for customers Airbnb wants their potential users consider their abilities to try its products So, it should focus on encouraging the customers, who have ever experienced its services, to share their stories and memories with Airbnb on social network or even via words of mouth those types of advertising will be close, personal and truthful enough to trigger other people’s curiosity about the characteristics and quality of Airbnb products The products’ features may be the main focus in this stage Next, after the interest phase, the desire of the travellers is what Airbnb seeks for The social network and the word of mouth should also still be the main channels to build up their images However, Airbnb should be more active rather than just the intermediates between the hosts and the travellers It should focus on the related services coming along with the main products They can be reviews on some close restaurants, interesting amusement parks, well-known and beautiful historical places, … Furthermore, Airbnb can also co- operate with some local tourist agencies in some tourist-attractive spots to offer high-quality tours with reasonable prices for its customers It can be concluded that at this point of the process, the customer service will create the reputation for the company Finally, after getting nice attitudes from the consumers, Airbnb wants a strategy in order to encourage them to officially buy its products and even to become its loyal customers It is undeniable to assert that some financial incentives are necessary to make the potential clients to become its official and loyal ones So, Airbnb should provide discounts for 1st users (both the hosts and the travellers) In addition, the point-based system will be the motivation for the customer to regularly use Airbnb, rather than choosing other alternatives At this final point, financial supports will be the most concerning factor of users to try and stick into the services V Conclusion The quantitative and qualitative method have helped to reveal the opportunity, the target customers segment as well as congestion of Airbnb implementation into Vietnam market Airbnb clearly has potentials to grow in Vietnam, internally and externally, from their 36 competitive price ranges to Vietnam’s rapid digital adaptation to sharing market However, limited customer’s network payment methods, inefficient marketing crucially challenge Airbnb’s chances to grow in Vietnam Furthermore, some features of Airbnb should be implemented 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Questionnaire questions A Background information What's your age group? 30 What is your current job? _ On average, how much you earn per month? < mil VND 3-5 mil VND 5-7.5 mil VND over 7.5 mil VND B Travelling habits 4.What type of your travelling is? Alone Boyfriend/girlfriend Group (more than people) With friends Family Others: C Perceptions towards Airbnb What is your average length of stay? night 2-7 nights > week about month > month 41 What is the purpose of your trip? Family vacation Couple/friends hangout Business trip Others: What is the motivation for considering accomodation unit while travelling? (you can choose up to three most important factors, and if possible, please give your other thoughts) Financial reasons Privacy Comfort Accessibility Reputation Security Acquaintance's recommendation Curiosity Lifestyle matching Others: _ Arrange according to your frequency of use (in the recent - years) : Airbnb/Homestay - 1, Hotels - 2, Hostels - For example: - - _ What often comes first to your mind when looking up for the accomodation for your trip? Booking websites or mobile apps (Vntrip, Traveloka, TripAdvisor, etc.) Facebook Airbnb website Word of mouth Hostels' or hotels' websites Others: 10 Do you know about Airbnb? If yes, could you briefly tell us what you know? 42 Yes No 11 How often you use Airbnb when travelling? Never use Use once or twice Over three times Always! I book an Airbnb for every trip D For those who pick “Use once or twice”/ “Over three times”/ “Always! I book an Airbnb for every trip” 12 Can you rate your satisfaction when experiencing Airbnb service? Very satisfied Somewhat satisfied Neither satisfied nor dissatisfed Satisfied Very satisfied 13 What you like about Airbnb service? _ 14 What you dislike about Airbnb service or are there any improvements Airbnb can make? _ 15 Can you compare your experiences when using Airbnb and others accommodation service? (which you like better and why) _ 16 On the scale of to 10, how likely would you reccommend Airbnb to others? (10 - Yes, of course - Never) _ E. For those who pick “Never use” 12 Could you tell us the reasons why you not use Airbnb? _ 13 What is your top choice of accommodation types and why? (hotels, hostels, homestay, etc) 43 _ 14 What you dislike about that type of accommodation? _ 15 On the scale of to 10, how likely would you use Airbnb service in the future? _ 16 Can you explain the reasons of your grade? _ Appendix Interview questions for Airbnb hosts Why customers choose Air BnB in your opnion? What encourage and discourage customers to come to your place? 44 Who are your most competitors? What are your most direct competitive advantages compared to other competitors? Who are your most common customers? What is the average length of stay? How you get feedbacks? 45 ... types like hotels or hostels 20 Figure 2: Monthly average Income Of 25 2 responses collected, 72. 1% of respondents are university students 80 .2% of them have the average income of less than million... have never used Airbnb service before For those who have used Airbnb previously: Question 12 - The level of satisfaction when using Airbnb is asked in this question with suggestions: very dissatisfied,... (specifically, Facebook - 12. 6%, hotels’ or hostels’ websites - 16 .2% , and word of mouth - 19.8%) In this category, Airbnb website and app take up quite a moderate percentage - only 6.3% While the