Trust Me, I’m Agreeable: The Role of Perceived Host Personality Traits in Airbnb Booking Intention

Purpose -This study examines the role of host personality traits in perceived host reputation, trustworthiness, and booking intention on Airbnb.Specifically, it explores the role of verbal (host description and personality) and visual cues (host photo, "Superhost" badge), grounded in the signaling theory as the theoretical setting.Methodology -A quasi-experimental study was conducted using a convenience sample of 220 respondents.Host descriptions were pretested with the Apply Magic Sauce tool, developed by the University of Cambridge, to ensure alignment with specific personality traits.The main study used an online structured questionnaire to measure hosts' perceived personality, reputation, and trustworthiness, as well as booking intention.Findings and Implications -Perceived host trustworthiness and booking intention vary significantly depending on the personality of the host, but there is no effect on perceived host reputation.Perceived agreeableness had the strongest positive effect on booking intention, followed by openness, extraversion, and con- SaetakSvrha Ovo istraivanje ispituje ulogu percipiranih osobina linosti domaina u namjeri rezervacije smjetaja putem platforme Airbnb.Isto se tako istrauje utjecaj znake Superhost, broja recenzija i ocjena domaina povezanih s reputacijom domaina.Osim toga, procjenjuje se kako fotografija domaina utjee na percipiranu