Factors Influencing In-flight Service Quality towards Airline Passenger Loyalty in Myanmar, at Yangon Airport

This study aims to analyze the influence of in-flight service quality on factors towards airline passenger loyalty in Myanmar, at Yangon Airport. The key variables as the factors include perceived value, electronic-word of mouth (EWOM), passenger satisfaction and airline brand image. This research employs a non-probability sampling method in collecting data from online questionnaires using quantitative research methodology with simple and multiple linear regressions and descriptive data analysis to provide a comprehensive understanding of passengers’ perceptions and experiences. The results show that passenger satisfaction is the strongest influence on passenger loyalty, followed by airline brand image and EWOM. Purpose: The purpose of this study aims to identify the influence of in-flight service quality on the variables towards passenger loyalty in Myanmar, at Yangon Airport. As the aviation industry continues to grow, understanding the influence of in-flight service quality on the factors towards passenger loyalty has become crucial for airlines. By identifying the influence of in-flight service quality through the passenger loyalty, this study examines the positively impact on passenger loyalty which helps to Myanmar airlines enhancing positive passenger experiences through in-flight service and building long-term relationships with passengers leading to ultimate growth. Design/Methodology/Approach: This study employs quantitative research method to comprehensively investigate the influence of in-flight service quality on the variables towards passenger loyalty. Through a non-probability method using snowball sampling approaches, data is collected online surveys from passengers who have flown with Myanmar airlines and flown from Yangon Airport. The survey in the questionnaires includes three sections with total 29 items to collect data. Moreover, JAMOVI Program is used to test the reliability of questionnaires with pilot test and the hypotheses of the research. Findings: This study reveals that the influencing of in-flight service quality towards passenger loyalty based on the factors: passenger satisfaction which is the most significantly influence, followed by airline brand image and lastly, EWOM. Research Limitations/Implications: This study is specific to Myanmar Airlines and their services, limiting the application to the broader airline industry, which varies in quality across different airlines, regions, and customer segments. However, this study has implications for airlines seeking to enhance passenger experiences and loyalty through tailored in-flight service offerings. Originality/value: This study contributes to the growing body of knowledge in the field of aviation and passenger perceptions, particularly in the unique context of Yangon Airport and Myanmar’s aviation landscape

Responsible Management in the Hotel Industry: An Integrative Review and Future Research Directions

In this study, we map the fast-growing body of knowledge on responsible management in the hotel industry. We aimed to provide scholars with guidance on navigating the rich and diverse scholarship on this topic, and where to engage to develop it further. Using a mixed-method review approach encompassing quantitative and qualitative elements, we reviewed the last decade of publications in journals specializing in research on hotels. On this basis, we identify critical areas as well as potential gaps in research on responsible management in the hotel industry. By scrutinizing research contexts, methods, theoretical approaches, levels of analysis, and findings, we synthesize and profile current scholarship, identify established and emerging trends, and discuss implications for scholarship and management practice, with critical or even provocative observations to guide possible theoretical and empirical extensions as well as fruitful avenues for future research

Hotellialan kilpailulliset vastatoimet Airbnb:n markkinoille tulon jälkeen: Tapaustutkimus hotelleista ja Airbnb:stä Helsingissä

Airbnb is widely regarded as one of the most successful sharing economy innovations in the accommodation services industry. The online home-sharing platform has registered over 300 million guest arrivals since it started in 2008. With presence in over 191 countries worldwide, the nearly 5 million listings on the platform eclipse the room capacity of the top five hotel brands in the world combined. The exponential growth of Airbnb has surprised many market spectators including hotel executives that have largely dismissed the new competitor. The emergent academic research on Airbnb has established that Airbnb poses a disruptive threat to the hotel industry, given that it substitutes more low to mid-market stays than previously believed. Hotel competitive responses against Airbnb have remained largely obscured, with lobbying and moderating peak pricing as the most evident competitive responses. The research aim of this thesis was to create new understanding on how hotels compete against Airbnb. A theoretical framework explaining factors influencing competitive response was adopted from the competitive dynamics field and supplemented with other research streams from strategic management literature. This study employed a single case study method focused on the hotel market in Helsinki, Finland. Research data was drawn using semi-structured interviews with 13 hotel industry executives from 11 hotel organizations operating in the area. The interviews were recorded, transcribed and analyzed using qualitative content analysis. This thesis also relied on secondary online data sources for general hotel and Airbnb market data in the area. The findings of this thesis show that hotel organizations in Helsinki have mainly responded to Airbnb by adapting to changing lifestyle and online trends. Executives from leading hotel chains were found to be in a key role in influencing the anti-Airbnb agenda at the national industry association. The booming hotel market in Helsinki was identified as one of the reasons behind executives’ optimism and reduced threat perception on Airbnb. Furthermore, internal orientation and focus on most immediate competitors explained why hotel organizations neglected monitoring Airbnb supply and thus underestimated its scale

Factors affecting customer loyalty of different strategic groups in the Vietnamese supermarket sector

The main objective of this research is to investigate factors affecting customer loyalty of different supermarket strategic groups, as the term of strategic groups in the grocery sector appears to have been ignored by most researchers and the topic of comprehensive factors affecting customer loyalty are is under-researched. There were two main phases of emperical research, including expert and supermarket-consumer interviews (Phase One) and questionnaire survey (Phase Two). In particular, there were 3055 questionnaires collected from 17 March 2018 to 27 July 2018 in the Vietnamese supermarkets through many channels, including email, postal and face-to-face contact. After data screening, 2913 questionnaires remained in the dataset. The three main quantitative techniques used were exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modelling (SEM). The research used both SPSS and AMOS 24. The results revealed there are seven main direct indicators for customer loyalty: retail brand experience, service quality related to in-store employees’ knowledge and attitudes toward consumers, customer satisfaction, promotion effects, switching costs, e-service quality related to a core e-service quality scale, and alternative attractiveness. In that, customer satisfaction can explain only 17.8 percent variation in customer loyalty. In addition, price, habit and income also have a slight positive impact on customer loyalty. This research also revealed seven main factors directly and positively affecting customer satisfaction: customer perceived value, in-store logistics, service quality related to service employees’ knowledge and attitudes toward consumers, store image, customer experience, product quality, and alternative attractiveness negatively relating to customer satisfaction. Besides that, switching costs and price also have a slight direct impact on customer satisfaction. Furthermore, this research also found factors directly and positively affecting customer perceived value, including price, in-store logistics, trust, promotion effects, e-service quality related to a core e-service quality scale, service quality and customer service, and that switching costs are negatively associated with customer perceived value. The research also investigated differences across groups, including strategic groups, age ranges, location, gender, income, education level and occupation. The results showed that there were differences between groups regarding factors affecting customer loyalty, customer satisfaction and customer perceived value. It is believed that the research will prove meaningful for both academia and practitioners in understanding issues relating to factors affecting customer loyalty, especially since multigroup analysis was conducted to examine different relationships between constructs in the researched model; the research also revealed that the term ‘strategic groups’ in the grocery sector should not be ignored. The revised research framework generated in this research can be applied in any industry or market. There are some limitations to this research which are presented in section 8.3 and recommendations for future research

Information and Communication Technologies in Tourism 2021

This open access book is the proceedings of the International Federation for IT and Travel & Tourism (IFITT)’s 28th Annual International eTourism Conference, which assembles the latest research presented at the ENTER21@yourplace virtual conference January 19–22, 2021. This book advances the current knowledge base of information and communication technologies and tourism in the areas of social media and sharing economy, technology including AI-driven technologies, research related to destination management and innovations, COVID-19 repercussions, and others. Readers will find a wealth of state-of-the-art insights, ideas, and case studies on how information and communication technologies can be applied in travel and tourism as we encounter new opportunities and challenges in an unpredictable world

Effect of customer satisfaction on customer loyalty and the moderating role of customer experience in the Nigerian hotel industry

The dynamism of the hospitality industry has called for the need to have satisfied and loyal customers in order to achieve competitiveness. Therefore, this study aims to propose and validate a customer loyalty model in the hotel sector. Drawing from social exchange theory and confirmation-disconfirmation theory, this study examined the mediating role of customer satisfaction on the relationships among perceived service quality, perceived value, customer engagement, image, and customer experience on customer loyalty. In addition, the moderating effect of customer experience on the relationship between customer satisfaction and loyalty was also examined. Data obtained from 334 guests in the 82 hotels operating in Kano was analysed using PLS-SEM. Findings showed significant direct relationships between perceived service quality, customer satisfaction, image, and customer loyalty. However, perceived value and customer engagement reported an insignificant relationship. It was also found that the direct relationships between perceived service quality, perceived value, customer engagement, image, and customer satisfaction were established. As postulated, the mediating role of customer satisfaction on perceived service quality, perceived value and customer engagement relationships were supported. However, customer satisfaction did not mediate the link between image and customer loyalty. Similarly, moderating relationship of customer experience on customer satisfaction and loyalty was not supported. The use of customer engagement and customer experience in predicting loyalty is a noble contribution to knowledge and hospitality domain. The finding is of immense benefits to the management as it aids toward developing strategies to satisfy their customers and to retain them

Tourism experience co-creation: a service-dominant logic-driven model.

336 p.For some time now, new marketing paradigms are trying to set aside traditional and product-focused views of management and marketing strategies. Technological challenges, volatile customer needs, and alternative marketing application subjects and fields have pushed the discipline of marketing towards more adapted and generalizable marketing perspectives, leaving behind the long-established four Ps of marketing (Product, Place, Promotion, Price) and similar. These new paradigms emphasize especially the active role of customers in value creation, the inherent service-for-service nature of exchanges, the relevance of multisided resources, the formation of both planned and unintentional institutionally handled networks, and the interest on `experiences'. Among the propositions found, value co-creation is one of the most appealing and recurring. However, the lack of specification has transformed co-creation into an overused interpretation, a jumble of many different ideas (e.g., co-production, interactions, citizenship behaviors), and a concept at risk of turning into an "all and nothing"-type useless expression. Therefore, we need first, a conceptual underlying support that would lead the definition and implications of co-creation, and second, a practical backing that would demonstrate its empirical and contextual convenience.The objective of this study is to provide an empirical and context-driven approach of value co-creation, based on the service-dominant logic (SDL). In the conceptual concern, we believe that though in a meta-theoretical level, SDL provides a well-founded baseline framework for value co-creation, supplying a complete narrative and a number of premises centered on a comprehensive view of value co-creation. In the empirical concern, we chose place marketing in general and tourism in particular to situate our co-creation framework. Specifically, the research is focused on the tourism experience co-creation, which is thought to match the investigation requirements due to the experiential character of vacations, the multiple actors involved along the whole travel-related process, the main position of tourists in value creation, and the need of a marketing cut off from the traditional and commercial views in the tourism field.The study carries out an extensive and systematic literature review about value co-creation, SDL and similar concepts in place marketing, including urban, hospitality and destination environments. The literature review is then used, together with the SDL assumptions, to build an extended conceptual model of tourism experience co-creation, including antecedents and outcomes, represented by tourist and destination resources, and by functional, emotional, and social value dimensions, respectively. Value co-creation is defined as service exchange and resource integration represented by a set of tourist-driven processes, including interactional, behavioral, attitudinal, and mental processes before, during, and after the travel experience. Results show that tourist's specific travel-related knowledge and skills facilitate value co-creation processes, especially those connected with self-arrangement behaviors. At the same time, tourist co-creation processes are found to affect predominantly the emotional and social value dimensions, even more than destination resources. On the contrary, the latter positively affect the functional value of the experience. Among the co-creation processes, interactional and behavioral processes influence the tourism experience value perceived by the consumer. Concretely, interaction with local people is found to be one of the most influential. Mental co-creation processes deserve especial attention. Memorability is found to significantly and positively affect value, as well as representing a moderator role between other co-creative processes and value. This means that recalling the lived experience helps increasing the tourist's perceived value. On the contrary, attitudinal processes related to customer citizenship behaviors do not present any relevance. Therefore, the study contributes mostly in four aspects. First, an exhaustive literature review of place marketing co-creation allows acknowledging the efforts made previously on the field, in terms of identifying the different co-creation approaches, and registering the scarce variables used to precisely measure value co-creation (proxies are prevailing). Second, a verified measurement tool of value co-creation set up on a conceptually-based definition and composed of nine variables contributes to unfold the black box of "service exchange and resource integration". Third, the proposition and testing of various study hypotheses build on an expertise co-creation processes value chain helps identifying the most relevant tourist co-creation processes that increase perceived value, thus assisting destination and hospitality managers. Fourth, the two-phase data collection methodology used in the empirical part of the study provides a more rigorous research method that encourages alternative information gathering processes

Tourism experience co-creation: a service-dominant logic-driven model.

336 p.For some time now, new marketing paradigms are trying to set aside traditional and product-focused views of management and marketing strategies. Technological challenges, volatile customer needs, and alternative marketing application subjects and fields have pushed the discipline of marketing towards more adapted and generalizable marketing perspectives, leaving behind the long-established four Ps of marketing (Product, Place, Promotion, Price) and similar. These new paradigms emphasize especially the active role of customers in value creation, the inherent service-for-service nature of exchanges, the relevance of multisided resources, the formation of both planned and unintentional institutionally handled networks, and the interest on `experiences'. Among the propositions found, value co-creation is one of the most appealing and recurring. However, the lack of specification has transformed co-creation into an overused interpretation, a jumble of many different ideas (e.g., co-production, interactions, citizenship behaviors), and a concept at risk of turning into an "all and nothing"-type useless expression. Therefore, we need first, a conceptual underlying support that would lead the definition and implications of co-creation, and second, a practical backing that would demonstrate its empirical and contextual convenience.The objective of this study is to provide an empirical and context-driven approach of value co-creation, based on the service-dominant logic (SDL). In the conceptual concern, we believe that though in a meta-theoretical level, SDL provides a well-founded baseline framework for value co-creation, supplying a complete narrative and a number of premises centered on a comprehensive view of value co-creation. In the empirical concern, we chose place marketing in general and tourism in particular to situate our co-creation framework. Specifically, the research is focused on the tourism experience co-creation, which is thought to match the investigation requirements due to the experiential character of vacations, the multiple actors involved along the whole travel-related process, the main position of tourists in value creation, and the need of a marketing cut off from the traditional and commercial views in the tourism field.The study carries out an extensive and systematic literature review about value co-creation, SDL and similar concepts in place marketing, including urban, hospitality and destination environments. The literature review is then used, together with the SDL assumptions, to build an extended conceptual model of tourism experience co-creation, including antecedents and outcomes, represented by tourist and destination resources, and by functional, emotional, and social value dimensions, respectively. Value co-creation is defined as service exchange and resource integration represented by a set of tourist-driven processes, including interactional, behavioral, attitudinal, and mental processes before, during, and after the travel experience. Results show that tourist's specific travel-related knowledge and skills facilitate value co-creation processes, especially those connected with self-arrangement behaviors. At the same time, tourist co-creation processes are found to affect predominantly the emotional and social value dimensions, even more than destination resources. On the contrary, the latter positively affect the functional value of the experience. Among the co-creation processes, interactional and behavioral processes influence the tourism experience value perceived by the consumer. Concretely, interaction with local people is found to be one of the most influential. Mental co-creation processes deserve especial attention. Memorability is found to significantly and positively affect value, as well as representing a moderator role between other co-creative processes and value. This means that recalling the lived experience helps increasing the tourist's perceived value. On the contrary, attitudinal processes related to customer citizenship behaviors do not present any relevance. Therefore, the study contributes mostly in four aspects. First, an exhaustive literature review of place marketing co-creation allows acknowledging the efforts made previously on the field, in terms of identifying the different co-creation approaches, and registering the scarce variables used to precisely measure value co-creation (proxies are prevailing). Second, a verified measurement tool of value co-creation set up on a conceptually-based definition and composed of nine variables contributes to unfold the black box of "service exchange and resource integration". Third, the proposition and testing of various study hypotheses build on an expertise co-creation processes value chain helps identifying the most relevant tourist co-creation processes that increase perceived value, thus assisting destination and hospitality managers. Fourth, the two-phase data collection methodology used in the empirical part of the study provides a more rigorous research method that encourages alternative information gathering processes

CSR communication through social media: a neurophysiological and self-reported perspective

La Responsabilidad Social Corporativa (RSC) se está reconsiderando como un elemento crucial en las estrategias de posicionamiento y promoción de las empresas. De hecho, compite en importancia con la calidad del producto o servicio a la hora de construir una imagen de marca y comunicarla a los stakeholders, en especial a los clientes. Las empresas de estos sectores han encontrado en las redes sociales un medio directo, accesible e interactivo para plasmar sus iniciativas de RSC. El objetivo general de este proyecto de tesis es profundizar en las particularidades de la comunicación de la RSC a través de las redes sociales en el sector hotelero y de restauración. Se busca conocer cómo afecta la comunicación de RSC a las percepciones de los clientes sobre la marca, tanto conscientes como no-conscientes, y cómo evoca determinadas actitudes e intenciones de comportamiento como la lealtad, la intención de recomendación, el feedback a la empresa, su defensa y la participación en la causa apoyada. Esta tesis considera tres variables de interés. Primero, la fuente del mensaje, como elemento clave para establecer la credibilidad del mismo. En segundo lugar, el encaje de la marca o enfoque visual de la iniciativa de CRM, que establece la relación entre la actividad de la marca y la causa involucrada en la RSC. En tercer lugar, la emotividad en el contenido pictórico, que puede afectar a la fluidez de procesamiento. Los efectos de estas variables manipuladas se consideran sobre las percepciones de los clientes (percepciones de RSC, imagen corporativa o atención visual), actitudes (confianza, identificación cliente-empresa) e intenciones de comportamiento (engagement del cliente, participación en la causa, brand advocacy). Los estudios incluidos en la tesis se desarrollan en servicios turísticos (hoteles y restaurantes) y se combinan técnicas self-reported con medidas no conscientes para la toma de datos. En los tres estudios, se diseñaron entornos experimentales para la recopilación de datos. Los datos para estos estudios se obtuvieron combinando tres métodos diferentes: (i) medidas neurofisiológicas de atención visual a través de eye-tracking y de reacción emocional mediante facial reading, (ii) encuestas en línea y (iii), en el caso del Estudio 1, un estudio cualitativo adicional mediante entrevistas en profundidad. Los resultados muestran que las percepciones de RSC de la comunicación por redes sociales generan engagement, participación en la causa y defensa del cliente. El usuario como fuente del mensaje fomenta la confianza en los mensajes de RSC más que los remitentes corporativos. La atención visual a la imagen y el feedback de la marca a los comentarios negativos afecta las actitudes evocadas y las intenciones de comportamiento hacia la marca. La atención visual también varía según el estilo de ejecución de CRM a través de las redes sociales de base visual, e influye específicamente en la defensa de la marca cuando hay un CRM centrado en el producto. Los resultados de esta tesis contribuyen a la teoría de la persuasión mostrando la RSC como herramienta de persuasión en hoteles y sectores con bajo capital reputacional como los restaurantes de comida rápida, las corrientes teóricas del comportamiento del consumidor (la teoría del compromiso-confianza, la teoría de la identidad social y la teoría del intercambio social) examinando el rol de la confianza y la identificación en las intenciones de comportamiento que benefician a la marca, y los modelos y teorías relacionados con la atención visual y el procesamiento mental (el modelo AC-TEA, la teoría de exposición selectiva, la teoría de la fluidez del procesamiento), explicando como el estilo de ejecución de la comunicación de CRM lleva a distintos patrones de atención y efectos en las actitudes positivas del clientes hacia la marca y la causa. También se proporcionan implicaciones para los gerentes y expertos en marketing en la industria hotelera.Corporate Social Responsibility (CSR) is being reconsidered as a crucial element in companies' positioning and promotion strategies. In fact, it competes in importance with the quality of the product or service when it comes to building a brand image and communicating it to stakeholders, especially customers. Companies in the hotel and restaurant sectors have found in media a direct, accessible and interactive means to capture their CSR initiatives. The general objective of this thesis project is to delve into the particularities of CSR communication through social media in the hotel and restaurant sector. It seeks to know how CSR communication affects the perceptions of customers about the brand, both conscious and non-conscious, and how it evokes certain attitudes and behavioural intentions such as loyalty, recommendation intention, feedback to the company, advocacy and participation in the supported cause. This thesis considers three variables of interest. First, message source, as a key element in establishing message credibility. Second, cause brand-fit or visual focus of the CRM initiative, which establishes the relationship between the brand’s activity and the cause that is involved in CSR. Third, the emotionality in pictorial content, which may affect processing fluency. The effects of these manipulated variables are considered upon customer perceptions (i.e. CSR perceptions, corporate image or visual attention), attitudes (i.e. trust, customer-company identification) and behavioural intentions (i.e. customer engagement, cause participation, brand advocacy). The studies included in the thesis are developed in tourist services (hotels and restaurants) and self-reported techniques are combined with non-conscious measures for data collection. In all three studies, experimental settings were designed for data collection. The data for these studies were obtained by combining three different methods: (i) neurophysiological measures of visual attention through eye-tracking and of emotional reaction through facial reading, (ii) online surveys and (iii), in the case of the Study 1, a further qualitative study using in-depth interviews. The results show that CSR perceptions out of CRM communication through social media yield customer engagement, cause participation intention and consumer advocacy. User-generated content (UGC) as message source fosters reliance on CSR messages more than corporate senders. Visual attention to the picture and brand feedback in social media posts affects evoked attitudes and behavioural intentions towards the brand. Visual attention also varies according to the execution style of CRM through visual-based social media, and specifically influences brand advocacy when there is a product-focussed CRM initiative. The results of this thesis actively contribute to persuasion theory by showing CSR as tool for persuasion in hotels and sectors with low reputational capital such as fast-food restaurants, theoretical streams from consumer behaviour (i.e. trust-commitment theory, social identity theory, social exchange theory) by examining the role of trust and identification on behavioural intentions that benefit the brand, and models and theories related to visual attention and mental processing (i.e. AC-TEA model, selective exposure theory, processing fluency theory by explaining how the execution style of CRM communication leads to different attention patterns and effects on positive customer attitudes towards the brand and the cause. Implications are also provided to managers and marketing experts in the hospitality industry

Assessing the sharing economy characteristics and social impacts of peer-to-peer accommodation on host communities: an analysis of Airbnb and Fairbnb.coop

This thesis analyses the characteristics of the sharing economy (SE) to help in assessing the degree to which organizations represent the sharing or the exchange economy. It presents a Sharing Economy Continuum (SEC) and a Sharing Index (SI) to assist organizations operating under the paradigm of SE. It also proposes and tests a framework that integrates the main social impacts of peer-to-peer accommodation on host communities and suggests working definitions of peer-to-peer accommodation in the SE and social impacts of peer-to-peer accommodation at the host community level, by merging the concepts of SE and peer-to-peer accommodation, and the social impacts on host communities. Centred on a mixed-method approach, this thesis begins by analysing the sharing and exchange characteristics of Airbnb and Fairbnb.coop, through a triangulation of multiple data sources, adopting a deductive content analysis method; then it continues positioning both organizations in the SEC based on the SI value. The thesis also applies an integrative literature review to investigate the social impacts of peer-to-peer accommodation on host communities, which supports a definition of peer-to-per accommodation in the SE, a definition of social impacts of peer-to-peer accommodation in the SE, and the analysis of how Fairbnb.coop manages social impacts on host communities. The findings support the argument that organizations operating under the concept of SE represent this business paradigm to varying degrees, in which Fairbnb.coop represents a stronger example compared to Airbnb. The literature review focusing on the social impacts of peer-to-peer accommodation on host communities leads to a framework that integrates related streams of research in six core themes; to a definition of peer-to-peer accommodation; to a definition of social impacts of peer-to-peer accommodation; and to an understanding of how Fairbnb.coop is planning to address the main social impacts on host communities.Esta tese analisa as características da economia partilhada (SE) para ajudar a avaliar o grau em que as organizações representam a economia de partilha ou a economia de troca. Sugere um Continuum de Economia Partilhada (SEC) e um Índice de Partilha (SI) para ajudar as organizações que operam sob o conceito de SE. Também propõe e testa um "framework" que integra os principais impactos sociais do alojamento "peer-to-peer" nas comunidades anfitriãs e propõe definições de alojamento "peer-to-peer" na economia partilhada e de impactos sociais dos alojamentos peer-to-peer, através da fusão dos conceitos de economia partilhada e alojamento peer-to-peer, e impactos sociais nas comunidades anfitriãs. Centrada numa abordagem de método misto, esta tese começa por analisar as características das organizações "Airbnb" e "Fairbnb.coop", através de uma triangulação de múltiplas fontes de dados, adotando um método de análise de conteúdo dedutiva; e posicionando ambas as organizações no SEC com base no valor SI. Também aplica uma revisão de literatura para investigar os impactos sociais do alojamento "peer-to-peer" nas comunidades anfitriãs, o que apoia as definições de alojamento "peer-to-peer" na economia partilhada e de impactos sociais do alojamento "peer-to-peer", e a análise de como a "Fairbnb.coop" gere os impactos sociais nas comunidades anfitriãs. As conclusões apoiam o argumento de que as organizações que operam sob o conceito de economia partilhada representam este paradigma empresarial em diferentes níveis, no qual a "Fairbnb.coop" representa um exemplo mais forte em comparação com a "Airbnb". A revisão da literatura centrada nos impactos sociais da acomodação "peer-to-peer" nas comunidades anfitriãs conduz a um "framework" que integra fluxos de investigação em seis emas centrais; a uma definição de acomodação "peer-to-peer"; e a uma compreensão de como a "Fairbnb.coop" está a planear gerir os principais impactos sociais nas comunidades anfitriãs