Airbnb in Mardin: Motivational drivers and tourist experiences

This study examined the motivations for choosing Airbnb accommodations and the experiences of tourists visiting Mardin, Türkiye. Employing a qualitative research methodology, interviews were conducted with 25 domestic and international tourists in Mardin. Thematic analysis revealed diverse and multilayered motivations influencing tourists’ preference for Airbnb over traditional hotels, providing in-depth insights into the experiences of both domestic and international guests. The findings revealed a general consensus among participants regarding the unique advantages of Airbnb accommodations compared to traditional hotels. Seven key themes emerged from the data, including (motivation, reliability, advantages, disadvantages, experience, intention to revisit, and recommendation to others), each with several sub-themes. Notable motivational factors included (social interaction opportunities, comfortable environment, cleanliness, affordability, prime locations, authenticity, accessibility, and pet-friendliness). Experience-related themes highlighted the distinctive and immersive nature of Airbnb stays, particularly in a culturally layered destination such as Mardin, where Turkish, Kurdish, Arab, Assyrian/Syriac, and Armenian influences converge. The sense of belonging and connection to local life - central to visitors’ perceptions of authenticity - emerged as a major reason for choosing Airbnb over traditional accommodations. The study further revealed that positive experiences play a pivotal role in encouraging repeat visits.