GENERATION Z'S PERCEPTION OF AIRBNB: UNIQUENESS AND CHOICES OF ACCOMMODATIONS IN THAILAND

Abstract

The current study examines the role of needs for uniqueness in the value-attitude-behavior framework for Generation Z, anticipated to become the most influential spenders as they enter the global workforce and become independent adults by 2024. Specifically, we investigated the moderating effect of Gen Z’s needs for uniqueness on the relationship between perception of Airbnb’s accommodations and attitude towards Airbnb, as well as intention to use the platform. A sample of 212 usable responses from Gen Z individuals with prior Airbnb experience was analyzed in SPSS using the PROCESS macro, employing a moderated mediation model to test the relationships. The findings indicate a significant interaction effect between perception of Airbnb’s accommodations and the needs for uniqueness on attitude towards the platform, suggesting that the association between perception of and attitude toward Airbnb is moderated by the needs for uniqueness trait of Gen Z. Additionally, there is a significant relationship between attitude and intent to use Airbnb platform. Therefore, Gen Z who perceived Airbnb accommodations as “uniqueness” also exhibit a high need for uniqueness. These individuals tend to have a positive attitude toward Airbnb, leading to a higher likelihood of using the platform due to its unique accommodation features. The results provide valuable insights into Gen Z consumer behavior, suggesting that hospitality providers should design offerings with unique appeals to match Gen Z’s personality traits. Despite Airbnb currently deemed illegal in Thailand, government need to manage this issue considering how innovative choices would benefit hospitality and tourism sectors in Thailand.