에어비앤비 숙소 성과에 영향을 미치는 요인: 신규 숙소와 기존 숙소의 비교 = Factors Influencing the Performance of Airbnb Listings: A Comparison Between New and Existing Listings

국문 초록 (Abstract)

공유경제 현상의 대표 사례인 에어비앤비가 꾸준히 성장하기 위해서는 이용객에게 선택받을 수 있는 매력적인 숙소가 지속적으로 공급되어야 한다. 이를 위해 본 연구는 에어비앤비에 관한 기존 연구와 신호이론에 기반하여 에어비앤비 숙 소 이용 성과에 영향 미치는 요인을 살펴보고자 한다. 동적인 관점에서, 신규 숙소와 기존 숙소의 이용 성과에 영향 미치 는 요인의 중요도가 다를 것으로 예상한다. 에어비앤비가 가장 활발한 미국의 10대 도시의 에어비앤비 데이터를 음이항 회귀분석으로 분석한 결과, 시간적 투자를 필요로 하는 동적 속성의 경우 기존 숙소에서 더 큰 영향력을 보였으며, 시간 적 투자와 관련이 적은 정적 속성은 두 유형의 숙소에서 유사한 영향력을 보였다. 호스트의 가입기간과 보유숙소 개수는 호스트의 전문성을 나타내는 긍정적 효과를 기대했지만 오히려 부정적 효과를 보였으며, 즉석예약가능 정책은 이용객의 편의를 높였지만 호스트는 꺼리는 경우도 있었다. 분석 결과를 통해 에어비앤비 숙소의 유형(신규 vs. 기존)에 따라 영향 요인의 중요도가 달라진다는 것을 알 수 있었으며, 실무적 측면에서 숙소 유형에 따른 차별적 정책 및 보완적 수단의 필요성이 확인되었다.

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