Sharing Economy Accommodation Platforms and their Perceived Effects : A Case Study on Stakeholders in Italian Rural Tourism

Abstract: Sharing economy accommodation platforms, particularly Airbnb, influence tourism, generating copious socioeconomic effects in cities, regions and greater areas. However, the impact of this phenomenon remains understudied in rural areas. This study aims to examine the perceived effects of Airbnb in a rural context. The location selected for this research is an Italian rural region. The research questions developed to discern the effects of Airbnb are two: How is Airbnb perceived to affect the community by traditional and innovative establishment owners? What are the perceived economic effects of Airbnb in rural areas on local tourism by traditional and innovative establishment owners? The Social Exchange Theory (SET) is the guiding theory of this study. A qualitative method was employed to achieve a deeper understanding of the case and gain personal insights from respondents. Interviews were conducted on two categories of stakeholders, traditional and innovative. Traditional stakeholders for this purpose are traditional agritourism accommodation owners. Likewise, innovative stakeholders for this purpose are Airbnb hosts. Results found from this research show an overall positive attitude towards Airbnb. Airbnb acts as a complementary offer to the pre-existing traditional accommodation, while encouraging sustainable tourism, which helps the community enhance its entrepreneurial network. Nonetheless, the positive impact generated by Airbnb in the community are hindered by structural managerial issues, e.g. poor and outdated tourism management and strong organizational fragmentation within municipalities. These results are noteworthy for traditional and innovative businesses, who may benefit from the resonance of Airbnb to gain more economic and social relevance in the area, by expanding tourism demand and building a stronger community network. Government-affiliated organizations and authorities in charge of sustainable tourism development can rely on these results to better comprehend the stance of stakeholders on matters such as fragmentation, local and sustainable tourism development and stakeholders’ inclusion in planning and organisation.