Why Tourists Avoid Peer‐to‐Peer Accommodations? Insights Into Risk, Trust, and Service Dynamics

ABSTRACT This study examines the factors influencing tourist avoidance of peer‐to‐peer (P2P) accommodation, defined as the deliberate exclusion of such options from tourists' lodging choices. Psychological risk emerged as the strongest predictor of overall perceived risk, followed by performance and physical risks, highlighting the importance of emotional and practical concerns in shaping avoidance behavior. The overall perceived risk and the lack of cost‐saving features directly influenced tourists' decisions to avoid P2P accommodation, underscoring the significant role of economic considerations. Additionally, the lack of trust, whether directed at individual hosts or the P2P platform itself, was a key driver of avoidance. Trust in the platform indirectly affected avoidance behavior through its influence on perceived risk, illustrating its critical mediating role. These findings underscore the importance of P2P platforms in addressing safety, trust, and economic concerns, thereby reducing perceived risks and promoting the broader adoption of their services, particularly among risk‐averse travelers.