Survival Mode of Peer-to-Peer Accommodation in Pandemic: Personal Branding Strategy of Airbnb Host

DOI

10.2991/assehr.k.220402.035How to use a DOI?

Keywords

Peer to peer accommodation; personal branding; survival mode; pandemic; Airbnb

Abstract

The outbreak of the COVID 19 pandemic has disrupted the tourism market, including the hospitality industry. Airbnb, one of the peer-to-peer accommodations, were affected. Numerous Airbnb hosts have chosen to quit their properties. In contrast, scant hosts decide to be active in the pandemic period. This research intends to aim at how several hosts bear the complex pandemic by using one element of the marketing strategies, specifically personal branding. The design and model of this study were developed using TRA. The development of this model was carried out in three stages. The conceptual purpose is to explain and analyze the description of personal branding as a survival mode used by Airbnb hosts to face the pandemic. The results of the conceptual about the indicators of each variable will be used in further research.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Riza Khusniah
AU  - Endang Siti Astuti
AU  - Wilopo Wilopo
PY  - 2022
DA  - 2022/04/11
TI  - Survival Mode of Peer-to-Peer Accommodation in Pandemic: Personal Branding Strategy of Airbnb Host
BT  - Proceedings of the 1st World Conference on Social and Humanities Research (W-SHARE 2021)
PB  - Atlantis Press
SP  - 162
EP  - 167
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220402.035
DO  - 10.2991/assehr.k.220402.035
ID  - Khusniah2022
ER  -