Rival Influences of Airbnb Digital Platforms on the Jordanian Hotels Market

Abstract

Objective: AirbnB's explosive growth has stunned many market professionals including hotel managers who have largely ignored this new competitor. This study aims to investigate the impact of AirbnB in the hotel industry in Jordan.

Method: To achieve the aim of this study, the descriptive approach based on the analysis of primary and secondary sources was relied upon. The study population consisted of 18 hotel employees spread in the north, center and south. To collect data, the researcher developed and distributed (220) electronic questionnaires, of which 200 valid questionnaires were retrieved for statistical analysis, with the (SPSS) program.

Results: Based on data analysis The results of the study showed that the Airbnb platform is considered to have a greater impact on the market share in the future, due to the availability of a lower price, and it is possible in the future that its spread will be greater at the level of developing countries such as Jordan.

Conclusions: Accordingly, the study recommends to the stakeholders in the field of tourism and hotels the need for the hotel industry to take into account the continuous improvement and development of the services it provides to tourists and guests in terms of quality, delivery and price.