Aesthetic Acquisitions: How Perceptions of Airbnb Interiors Influence Consumer Booking Intentions and Willingness to Pay

Abstract

The introduction of short-term vacation rental companies such as Airbnb and VRBO, have disrupted the way many consumers search for and select vacation rental accommodations. The image-dominant content of these vacation rental websites inspired the notion that visual processing and aesthetic response play vital roles in the consumer decision-making process. Through the application of the aesthetics theory, pleasure-interest-model of aesthetic liking (PIA), this research examines how the design variables novelty, complexity, and location authenticity in Airbnb interiors influence consumers’ a) aesthetic response, b) booking intentions, and c) willingness to pay (WTP). It further considers how the centrality of visual product aesthetic (CVPA) and gender moderate the above relationships, as well as examines how consumers’ aesthetic response toward the interiors of Airbnb properties mediates the influence of perceived novelty, perceived complexity, and perceived location authenticity on consumers’ booking intentions, and WTP. Data were collected using an online questionnaire with 192 U.S. consumers aged 25-54. Respondents rated their perceptions of nine Airbnb interiors, which were selected using systematic random sampling. Multiple linear regression and Hayes PROCESS macro were used to test the hypotheses. Results revealed that perceived novelty and perceived location authenticity significantly positively influence aesthetic response, booking intentions, and WTP. In contrast, perceived complexity had a significant negative influence on aesthetic response, booking intentions, and no significant relationship on WTP. CVPA was found to moderate the effects of perceived novelty and perceived complexity on aesthetic response and indirectly moderate the effect of perceived novelty on booking intentions and WTP. Gender was not found to be a significant moderator for any of the proposed relationships. Finally, aesthetic response had a significantly positive influence on booking intentions, and WTP. Aesthetic response was also found to mediate the effect of perceived novelty and perceived location authenticity on booking intentions, and WTP, as well as mediate the effect of perceived complexity on booking intentions. Theoretically, the results extend the applicability of the PIA model to the context of hospitality and vacation rental property interiors. Practically speaking, the findings suggest that Airbnb owners and interior designers should focus on curating spaces that are gender-neutral and possess a harmonious balance of perceived novelty and location authenticity.