Understanding the Factors Influencing Tourist Adoption of Peer-to-Peer Accommodation Services: Attitudes, Intentions, and Behavioral Insights

This study investigates the factors influencing the adoption of peer-to-peer (P2P) accommodation services among Indian tourists, integrating Behavioral Reasoning Theory (BRT), Technology Acceptance Model (TAM), and Theory of Planned Behavior (TPB). Data were collected from 526 tourists using self-administered online and paper-based surveys. The findings reveal that modern lifestyles significantly enhance perceived ease of use and perceived usefulness, which positively influence behavioral intentions toward P2P accommodations. Psychological ownership emerged as a critical factor, indicating that emotional attachment to the accommodation enhances user engagement and satisfaction. Interestingly, privacy concerns did not significantly impact behavioral intentions or perceived usefulness but did influence perceived ease of use, suggesting that robust privacy measures can improve user comfort. The study highlights the importance of modern lifestyles and psychological ownership in technology adoption, offering practical insights for P2P accommodation platforms to enhance user experience. Managers should focus on user-friendly design and robust privacy measures to attract and retain users. The study acknowledges limitations, such as the use of convenience sampling and a focus on Indian tourists, suggesting future research to explore diverse populations and additional factors influencing P2P accommodation adoption.