Introduction
Tourism is a significant part of economic activity affecting society. Airbnb is an influential player in the industry, represented by the marketplace, where users can search and give offers for short-term rentals. Airbnb’s entry into the market significantly changed tourists’ attitudes toward the accommodation issue, which entailed other transformations. Since owners offering rental services through this platform do not fall under the laws related to traditional hotels or motels, one of the issues that caused a comprehensive discussion is the regulation of the marketplace. Airbnb’s strategy should correspond to local, state, and international rules, supporting consumers’ motivation to engage with the platform. To achieve such a goal, the strategy must guarantee the ethical treatment of its users and take into account the features of the activity on the international level.
Ethical Treatment
Consumers on the Airbnb marketplace are hosts providing accommodation and guests renting it. The company needs rules and regulations that protect the main interests of both parties and ensure ethical treatment. In particular, it is crucial to protect the hosts through the following measures:
- Providing the maximum possible information about guest to make an decision to welcome them, including photos, current ratings on the platform, purpose, and length of stay (Hati et al., 2021).
- Establishing rules for the effect of host rating on the proposed rental price (Hati et al., 2021).
- Support the Airbnb host community to share experiences and mitigate risks.
- Providing rules, information about laws, and other data relevant to homeowners on Airbnb.
- Protecting the hosts’ property from damage and regulating interference in the event of unwanted behavior of the guests.
- Providing information about Airbnb to support trust in the company.
- Guarantee of personal data protection and privacy of the user.
Ethical treatment of a group of guests users involves the following measures:
- Providing information for host selection – rating, price, home photo, and other data (Hati et al., 2021).
- Regulations to prevent discrimination and undesirable behavior on the part of hosts.
- Regulation to reduce the risk of ad fraud, for example, inaccurate information or refusal to welcome a guest upon arrival.
- Provision of information on laws governing short-term rental at the destination (Dann et al., 2018).
International Component
Airbnb brings together users worldwide to find solutions to short-term accommodations. As a result, its regulation is quite complex since, although the organization is global, it should be guided by local laws (Von Briel & Dolnicar, 2021). At the same time, Airbnb follows the business model of sharing economy, which involves establishing trust between participants. Since the platform involves parties from different countries, the strategy should support multiculturalism and discrimination prevention policies. Attention to this component at the international level will ensure confidence in the marketplace and preserve its active use. To achieve the goals, the company’s strategy must include measures such as:
- Promoting the values of multiculturalism through the provision of relevant information.
- Supporting diversity among company employees to maintain trust in the company’s values.
- Blocking users who have shown discrimination or disrespect.
Conclusion
Thus, Airbnb has changed the tourism industry on the issue of short-term rentals. The transformations forced the public to pay more attention to marketplace activities and the need for regulation. To comply with all rules and laws, Airbnb must include ethical aspects of working with users and consider the international component in its strategy. Ethical treatment of hosts and guests will ensure that the rules are followed and that the platform is popular. At the same time, Airbnb brings together people worldwide but must follow local laws. Therefore, the international component of its strategy should also focus on the ethical aspect – the promotion of multiculturalism.
References
Dann, D., Teubner, T., & Weinhardt, C. (2018). Poster child and guinea pig–insights from a structured literature review on Airbnb. International Journal of Contemporary Hospitality Management, 31(1), 427-473. Web.
Hati, S., Balqiah, T. E., Hananto, A., & Yuliati, E. (2021). A decade of systematic literature review on Airbnb: The sharing economy from a multiple stakeholder perspective. Heliyon, 7(10), 1-21. Web.
Von Briel, D., & Dolnicar, S. (2021) The evolution of Airbnb regulations. In S. Dolnicar (Ed.), Airbnb before, during and after COVID-19 (pp. 101-127). The University of Queensland. Web.
