The projected identity of Airbnb hosts: A multimodal approach

Abstract

Drawing on identity theory, this research aims to conceptualize and operationalize the multimodal identity of Airbnb hosts by integrating text and image data. This research further examines how the multimodal identity impacts customers' actual booking behavior. Using image and text data from Airbnb, a multimodal approach is employed to identify Airbnb hosts’ projected identity. A novel typology of multimodal identity was developed including biocultural enthusiasts, traditional enthusiasts, vivacious innovators, and holistic experientialists. The empirical findings show that holistic experientialists have a significantly more positive impact on actual booking behavior. This research advances the tourism literature by introducing multimodal projected identity and empirically testing its effects. This study provides important practical implications for Airbnb hosts in optimizing the selection of images and text to showcase an ideal identity that enhances booking success.