Examining perceived risks in sharing accommodation services

Year 2022, Volume: 6 Issue: 2, 1263 - 1276, 31.12.2022

Barış Özgür Duyu , Cigdem Kadaifci

https://doi.org/10.56554/jtom.1118488

Abstract

In the scope of this study, it is aimed to examine shared accommodation risks and assess the risk status of the cities in Turkey with respect to the selected risk factors. Step-Wise Weight Assessment Ratio Analysis (SWARA) was used to weight the identified risk factors, and Weighted Aggregated Sum Product Assessment (WASPAS) was used to assess cities. Factor weights were obtained based on the assessments made by users who either benefited from or had knowledge of shared accommodation services, and the risk status of cities were examined based on real data. According to the findings, the weights of the risks related to the other party’s behavior were higher. Metropolises such as Ankara and Istanbul are among the cities with lower risk. Considering the increasing interest in shared accommodation services and the contribution of these services to sustainability, the findings of the study will provide a roadmap for taking necessary precautions for cities that are considered high risk, increasing the quality of services and the rate of benefiting from these services.

Keywords

Shared accommodation, Perceived risks, Multi criteria decision making, SWARA, WASPAS

Paylaşımlı konaklama hizmetlerinde algılanan risklerin incelenmesi

Abstract

Bu çalışma kapsamında paylaşımlı konaklama hizmetlerine yönelik risklerin incelenmesi ve Türkiye’deki şehirlerin seçilen risk faktörlerine göre değerlendirilmesi amaçlanmaktadır. Belirlenen risk faktörlerinin ağırlıklandırılması için Aşamalı Ağırlık Değerlendirme Oran Analizi (Step-Wise Weight Assessment Ratio Analysis-SWARA), şehirlerin değerlendirilmesi için Ağırlıklı Birleştirilmiş Toplam-Çarpım Değerlendirmesi (Weighted Aggregated Sum Product Assessment-WASPAS) yöntemleri kullanılmıştır. Faktör ağırlıkları paylaşımlı konaklama hizmetlerinden yararlanan ya da bu hizmetlere dair bilgi sahibi olan kullanıcılar tarafından yapılan değerlendirmeler doğrultusunda elde edilmiş, şehirlerin risk durumları veriye dayalı olarak incelenmiştir. Bulgular doğrultusunda paylaşım yapılan kişi kaynaklı risklerin öne çıktığı görülmüştür. Ankara ve İstanbul gibi metropoller, riski düşük şehirler arasında yer almaktadır. Paylaşımlı konaklama hizmetlerine giderek artan ilgi ve bu hizmetlerin sürdürülebilirliğe katkısı göz önünde bulundurulduğunda, çalışmanın bulguları yüksek riskli görülen şehirlere yönelik gerekli önlemlerin alınması, hizmetlerin kalitesi ile bu hizmetlerden yararlanma oranının yükseltilmesine yönelik bir yol haritası sunacaktır.

Keywords

Paylaşımlı konaklama, Algılanan riskler, Çok kriterli karar verme, SWARA, WASPAS

References

• 12. Ulaştırma ve Haberleşme Şurası Sektör Raporları. (2021). T.C. Ulaştırma ve Altyapı Bakanlığı. https://sgb.uab.gov.tr/uploads/pages/suralar/12-ulastirma-ve-haberlesme-surasi-sektor-raporlari.pdf
• Acquier, A., Daudigeos, T., & Pinkse, J. (2017). Promises and paradoxes of the sharing economy: An organizing framework. Technological Forecasting and Social Change, 125, 1-10. http://dx.doi.org/10.1016/j.techfore.2017.07.006
• Afet Yönetimi Kapsamında 2019 Yılına Bakış ve Doğa Kaynaklı Olay İstatistikleri. (2020). T.C. İçişleri Bakanlığı. https://www.afad.gov.tr/kurumlar/afad.gov.tr/e_Kutuphane/Kurumsal-Raporlar/Afet_Istatistikleri_2020_web.pdf
• Airbnb. (2021). Airbnb Newsroom. https://news.airbnb.com/about-us/
• Aznar, P., Saveras, J. M., Segarra, G., & Claveria, J. (2018). Airbnb competition and hotels’ response: The importance of online reputation. Athens Journal of Tourism, 5(1), 7-19.
• Botsman, R. (2013, Kasım 21). The Sharing Economy Lacks A Shared Definition. Fast Company. https://www.fastcompany.com/3022028/the-sharing-economy-lacks-a-shared-definition
• Chakraborty, S., & Zavadskas, E. K. (2014). Applications of WASPAS method in manufacturing decision making. Informatica, 25(1), 1-20.
• Chen, Y.-H., Kim, J., & Mueller, N. (2021). Estimating the economic impact of natural hazards on shared accommodation in coastal tourism destinations. Journal of Destination Marketing & Management, 21, 100634. https://doi.org/10.1016/j.jdmm.2021.100634
• Frenken, K., & Schor, J. (2017). Putting the sharing economy into perspective. Environmental Innovation and Societal Transitions, 23, 3-10. https://doi.org/10.1016/j.eist.2017.01.003
• Gerwe, O., & Silva, R. (2020). Clarifying the sharing economy: Conceptualization, typology, antecedents, and effects. Academy of Management Perspectives, 34(1), 65-96.
• Green, S., & McCarthy, L. (2015). Is sharing the solution?: Exploring the opportunities and challenges of privately rented shared accommodation for single people in housing need. People, Place and Policy, 9(3), 159-178. https://doi.org/10.3351/ppp.0009.0003.0001
• Jun, S.-H. (2020). The effects of perceived risk, brand credibility and past experience on purchase intention in the Airbnb context. Sustainability, 12(12), 5212. https://doi.org/10.3390/su12125212
• Karadayı-Usta, S., & Kadaifçi, Ç. (2022). Sürdürülebilir moda için bütünleşik bir yaklaşım önerisi: İkinci el kıyafet alışverişinde etkili olan kriterlerin anlaşılması ve analizi. Journal of the Faculty of Engineering & Architecture of Gazi University, 37(2), 873-887. https://doi.org/10.17341/gazimmfd.945327
• Keršuliene, V., Zavadskas, E. K., & Turskis, Z. (2010). Selection of rational dispute resolution method by applying new step-wise weight assessment ratio analysis (SWARA). Journal of business economics and management, 11(2), 243-258.
• Laukkanen, M., & Tura, N. (2020). The potential of sharing economy business models for sustainable value creation. Journal of Cleaner production, 253, 120004. https://doi.org/10.1016/j.jclepro.2020.120004
• Lee, S. H., & Deale, C. (2021). Consumers’ perceptions of risks associated with the use of Airbnb before and during the COVID-19 pandemic. International Hospitality Review. https://doi.org/10.1108/IHR-09-2020-0056
• Malazizi, N., Alipour, H., & Olya, H. (2018). Risk perceptions of Airbnb hosts: Evidence from a Mediterranean island. Sustainability, 10(5), 1349. https://doi.org/10.3390/su10051349
• Mao, Z. (Eddie), Jones, M. F., Li, M., Wei, W., & Lyu, J. (2020). Sleeping in a stranger’s home: A trust formation model for Airbnb. Journal of Hospitality and Tourism Management, 42, 67-76. https://doi.org/10.1016/j.jhtm.2019.11.012
• Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734.
• McKnight, D. H., & Chervany, N. L. (2001). What trust means in e-commerce customer relationships: An interdisciplinary conceptual typology. International journal of electronic commerce, 6(2), 35-59. https://doi.org/10.1080/10864415.2001.11044235
• McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information systems research, 13(3), 334-359.
• Mhlanga, O. (2019). Peer-to-peer-travel: İs Airbnb a friend or foe to hotels? International Journal of Culture, Tourism and Hospitality Research, 13(4), 443-457. https://doi.org/10.1108/IJCTHR-05-2019-0087
• Muñoz, P., & Cohen, B. (2017). Mapping out the sharing economy: A configurational approach to sharing business modeling. Technological forecasting and social change, 125, 21-37. http://dx.doi.org/10.1016/j.techfore.2017.03.035
• Oskam, J., & Boswijk, A. (2016). Airbnb: The future of networked hospitality businesses. Journal of Tourism Futures, 2(1), 22-42. https://doi.org/10.1108/JTF-11-2015-0048
• Owyang, J. (2016). Honeycomb 3.0: The Collaborative Economy Market Expansion. Jeremiah Owyang. https://web-strategist.com/blog/2016/03/10/honeycomb-3-0-the-collaborative-economy-market-expansion-sxsw/
• Pizam, A. (2014). Peer-to-peer travel: Blessing or blight. International Journal of Hospitality Management, 38, 118-119. https://doi.org/10.1016/j.ijhm.2014.02.013
• Stanujkic, D., Karabasevic, D., & Zavadskas, E. K. (2015). A framework for the selection of a packaging design based on the SWARA method. Engineering Economics, 26(2), 181-187.
• Ter Huurne, M., Ronteltap, A., Corten, R., & Buskens, V. (2017). Antecedents of trust in the sharing economy: A systematic review. Journal of Consumer Behaviour, 16(6), 485-498. https://doi.org/10.1002/cb.1667
• Tian, Y., Zhang, H., Jiang, Y., & Yang, Y. (2021). Understanding trust and perceived risk in sharing accommodation: An extended elaboration likelihood model and moderated by risk attitude. Journal of Hospitality Marketing & Management, 1-21. https://doi.org/10.1080/19368623.2022.1986190
• TÜİK Kurumsal. (2022). Ceza İnfaz Kurumu İstatistikleri. https://data.tuik.gov.tr/Bulten/Index?p=Ceza-Infaz-Kurumu-Istatistikleri-2020-37202
• Varma, A., Jukic, N., Pestek, A., Shultz, C. J., & Nestorov, S. (2016). Airbnb: Exciting innovation or passing fad? Tourism Management Perspectives, 20, 228-237. https://doi.org/10.1016/j.tmp.2016.09.002
• Yang, S.-B., Lee, K., Lee, H., & Koo, C. (2019). In Airbnb we trust: Understanding consumers’ trust-attachment building mechanisms in the sharing economy. International Journal of Hospitality Management, 83, 198-209. https://doi.org/10.1016/j.ijhm.2018.10.016
• Yi, J., Yuan, G., & Yoo, C. (2020). The effect of the perceived risk on the adoption of the sharing economy in the tourism industry: The case of Airbnb. Information Processing & Management, 57(1), 102108. https://doi.org/10.1016/j.ipm.2019.102108
• Yuan, T., Honglei, Z., Xiao, X., Ge, W., & Xianting, C. (2021). Measuring perceived risk in sharing economy: A classical test theory and item response theory approach. International Journal of Hospitality Management, 96, 102980. https://doi.org/10.1016/j.ijhm.2021.102980
• Zamani, E. D., Choudrie, J., Katechos, G., & Yin, Y. (2019). Trust in the sharing economy: The AirBnB case. Industrial Management & Data Systems, 119(9), 1947-1968. https://doi.org/10.1108/IMDS-04-2019-0207
• Zavadskas, E. K., Turskis, Z., Antucheviciene, J., & Zakarevicius, A. (2012). Optimization of weighted aggregated sum product assessment. Elektronika ir elektrotechnika, 122(6), 3-6.
• Zoho Survey. (2022). Zoho. https://www.zoho.com/survey/index.html
• Zolfani, S. H., Yazdani, M., & Zavadskas, E. K. (2018). An extended stepwise weight assessment ratio analysis (SWARA) method for improving criteria prioritization process. Soft Computing, 22(22), 7399-7405.