抄録
Over the last 10 years, peer-to-peer accommodations have expanded at a significant rate, blurring the difference between them and more traditional accommodations. This study conducts segmentation analysis on users and non-users of peer-to-peer accommodations to figure out why some people use (or do not use) peer-to-peer accommodations. The data is collected from people in 12 countries who indicated their willingness to travel to Japan. The first analysis is conducted on those who show their willingness to use peer-to-peer accommodations (752 samples), and the second analysis is conducted on those who show their unwillingness to use peer-to-peer accommodations (2,255 samples). The findings suggest that authenticity is an important motivation which is consistent with past studies. On the other hand, this study identifies one segment of participants those who have high concerns about language, which might be a unique barrier in the Japanese context.
