E-WOM and Tourist Experiential Values in the Sharing Economy: An Airbnb Case Study

This study examines tourist perceptions of experiences offered on Airbnb, a sharing economy platform in Türkiye, through qualitative content analysis within the context of e-WOM. The study employs qualitative content analysis to examine 32,666 user reviews collected from Airbnb experiences offered across Türkiye within an experiential value framework. In the study, which analyzed a total of 32,666 user reviews, service excellence, aesthetics, and client return on investment emerged as the most prominent experiential values, while guided experiences were the highest-rated category. The findings revealed that experiential value dimensions vary by city and that hosts’ ratings also influence experiential value. Drawing on these findings, practical recommendations are offered to enhance host visibility and align experience offerings with tourist expectations. This study contributes to the literature by demonstrating how experiential value is created through the co-creation of experiences within the context of digital interaction, local context, and the sharing economy.