Early adopters’ responses to a virtual tourism product: Airbnb’s online experiences

Purpose In April 2020, Airbnb launched “Online Experiences,” (OE) a virtual tourism product responding to pandemic-related restrictions on physical travel. The purpose of this study is to explore the characteristics of this innovative product that were most salient to consumers and in so doing, to provide preliminary insights into the factors related to its success. Design/methodology/approach Using a grounded theory approach in this qualitative study, the authors investigated a sample of 500 online consumer reviews of 100 different Airbnb OE. The analysis identified five major themes associated with reviewers’ positive evaluations of OEs. Findings The study’s findings corroborate prior research on peer-to-peer businesses regarding the centrality of the host and the social appeal of such services, yet they also reveal newer, multifaceted expectations for OEs’ hosts. Further, consumers reacted positively to both the entertaining and educational aspects of OEs. Finally, reviewers’ comments reflect factors related to pandemic-related conditions such as seeking social interaction and virtual escape, yet they also identify factors that suggest the durative appeal of OEs as a tourism product (e.g. “repeatability” of OEs; OEs as sites for virtual connection with family/friends; OEs as a marketing tool for future travel). Originality/value To the best of my knowledge, this is one of the first studies investigating this recently launched virtual tourism product. The findings, thus, represent an important empirical baseline for future research on this topic.