Exploring peer-to-peer accommodation in sustainable tourism: a netnographic study

Purpose This study aims to understand travelers’ perspectives on Peer-to-Peer (P2P) accommodations, highlighting the motivations and barriers influencing this pro-social and pro-environmental behavior. With growing pressure on the hospitality and tourism industry to address social and environmental issues, shared accommodation has become a cornerstone of the sharing economy. P2P business models, in particular, exemplify sustainable business practices trending within the tourism sector. Design/methodology/approach A qualitative analysis of 3,500 Reddit posts and discussions on shared accommodation is performed, employing a netnographic approach to study online cultures and communities through online consumer groups. Data were collected from relevant Reddit forums, coded using NVivo 14 software, and thematically analyzed to identify recurring themes. The main overarching themes are classified into perspectives, drivers and barriers to shared accommodation. Findings The study identifies and categorizes consumer motivations for P2P accommodation platforms into two main groups. Utilitarian motives include economic benefits, home-like amenities, comfort and convenience, suitability for families and pet owners, and practicality for large groups or extended stays. Hedonic motives encompass the desire for authentic experience, local interactions and cultural immersion. In contrast, key barriers to participation include host-imposed restrictions, hidden fees and the reluctance to contribute to the destruction of the housing market. Motivations are analyzed through the lenses of Consumption Values Theory and Uses and Gratification Theory, while barriers are interpreted through the frameworks of Perceived Risk Theory and Consumer Resistance Theory. Practical implications The study provides actionable insights for practitioners, policy makers and platform operators. Marketers and hosts can highlight affordability, authenticity and experiential value while ensuring transparency to overcome barriers such as hidden fees and host-imposed restrictions. Policy makers can implement supportive regulations and ethics-oriented training to mitigate housing market concerns and foster responsible hosting. Originality/value This study makes a novel contribution by employing a netnographic approach to investigate consumer perspectives on P2P accommodation platforms. Departing from prior research that focuses on isolated factors or leans heavily on quantitative methods, this study takes a comprehensive qualitative perspective to reveal consumer motivations and barriers to evaluate consumer experiences within online communities. The findings enrich the sharing economy literature by offering theoretical insights while also delivering practical marketing strategies and policy recommendations to advance sustainable tourism.