Short-term accommodation rentals in local communities: evidence from Messinia, Greece

Purpose Taking an institutional approach, this study aims to explore the impact of short-term rental accommodation on rural areas, focusing on economic, social and environmental aspects. Drawing on qualitative research, it examines the views of owners and presidents of rural communities as key informants, theoretically interprets the findings and extends the scant literature on short-term rental accommodation in rural areas. Design/methodology/approach A qualitative approach was employed to trace the views and perceptions of owners of premises offered for short-term rental accommodation, as well as elected chairpersons of local councils lying in the same coastal areas. Overall, 20 semi-structured interviews were conducted through convenience and purposive sampling. Thematic analysis was performed deductively and inductively. Findings Findings indicate that short-term rentals may contribute to local economic development by generating supplementary income for rural families, creating employment opportunities and enhancing the value of land and properties. However, the shift toward tourism may reduce agricultural activity, posing challenges to rural sustainability. This study advocates that to ensure a balanced and sustainable development model, policy reforms are necessary. Research limitations/implications To inform effective policy making, future research should consider the perspectives of participating and nonparticipating actors in scrutinizing outcomes in varied rural settings. Practical implications Τhe study points to significant institutional inadequacies that influence the outcomes of short-term rental accommodation in rural areas and draws attention to remedial policy making. Originality/value This research contributes to the broader discourse on sustainable rural tourism by highlighting the necessity of institutional reforms that support economic growth without compromising environmental sustainability or local livelihoods.