Exploring Tourist perspective to book Airbnb in Chiang Mai
Keywords:
Airbnb, Peer-to-Peer economy(P2P), tourist, Sharing EconomyAbstract
This research aimed to 1) study the factors influencing foreign tourists’ decision to book accommodation through the Airbnb platform in Chiang Mai under the concept of the sharing economy (Peer-to-Peer: P2P), and 2) provide both academic and practical recommendations for tourism entrepreneurs to adapt to changing tourist behaviors.
The sample group consisted of 25 tourists who had previously stayed at Airbnb accommodations in Muang District, Chiang Mai Province, during April–May 2025. Participants were selected using purposive sampling. Data was collected through questionnaires and in-depth interviews, and then analyzed using the Analytic Hierarchy Process (AHP) and content analysis.
The findings revealed that the most influential factor in choosing accommodation was ethics, followed by price and the utility of the accommodation. In contrast, interaction and location were considered the least important. Overall, today’s tourists who choose Airbnb accommodations in Chiang Mai place greater emphasis on ethical values than on traditional factors such as price and location. This represents new knowledge that reflects the changing consumer behavior in the post-COVID-19 era. The findings provide valuable insights for entrepreneurs and policymakers in developing strategies to promote Chiang Mai as a sustainable tourism destination.
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