Which online narratives transfer memorability in peer-to-peer accommodation?

Purpose This study examines the factors contributing to memorable experiences in peer-to-peer (P2P) accommodation, focusing on cognitive, affective, and behavioral components as expressed in online guest reviews. Design/methodology/approach By analyzing 1,255,374 Airbnb online reviews from 2016 to 2022, this study used script and social identity theories to explore how guests' narratives reflect memorable experiences, emphasizing elements such as social interactions, local tourist facilities, and emotional responses, including joy and trust. Findings The findings reveal that memorable P2P experiences correlate with higher guest satisfaction and provide practical insights for hosts, including the significance of trust, unique amenities, and local engagement in shaping memorable stays. Furthermore, memorability decreased in P2P accommodations, even after COVID-19. Practical implications This study shows how online reviews reveal the cognitive and affective drivers of memorability, offering hosts and platforms actionable guidance to enhance guest experiences. The findings also provide policymakers with review-based evidence that can complement traditional surveys for managing P2P accommodation and touristification. Originality/value This research is among the few to examine memorable P2P accommodation experiences using large-scale Airbnb review data through a cognitive–affective–behavioral lens, offering novel, data-driven insights into understanding memorability within the sharing economy.