Negative memorable experience: North American and British Airbnb guests’ perspectives

Purpose: This paper aims to explore the components of a negative memorable Airbnb experience.
Design/methodology/approach: Two studies of North American and British nationals were conducted online using an open-ended survey questionnaire with photo-elicitation via Amazon Mechanical Turk (MTurk). The grounded theory was used to analyse the collected data.
Findings: The findings of the current study are destination-specific and generalisation is limited. In addition, this study gathered data using an open-ended survey questionnaire with visual images (photo-elicitation technique) in MTurk. Moreover, the study participants were mainly Westerners.
Research limitations/implications: Airbnb could provide hosts with a service quality checklist to warrant quality assurance across listings. Hosts must be informed, guided and monitored so that service quality standards are fulfilled. In addition, hosts should be incentivised to write an honest and accurate description of their listing.
Practical implications: Airbnb can provide hosts with a service quality checklist to ensure standardisation and quality assurance across listings. Hosts must be informed, guided and monitored so that service quality standards are fulfilled. In addition, hosts might benefit from training or workshops on the role of hosting and service quality management.
Originality/value: This is one of the first studies to explore the components of a negative memorable experience in the context of Airbnb.