Listing popularity on the peer-to-peer accommodation platform: the heuristic-systematic and uncertainty reduction perspectives

Purpose Listing popularity indicates the public's interest in a listing on peer-to-peer (P2P) accommodation platforms. Although listing popularity is crucial to the survival and development of the P2P accommodation platform, this issue has received limited attention in the tourism management discipline. Drawing upon the heuristic-systematic model and uncertainty reduction theory, this study aims to examine the impacts of host and property attributes on listing popularity. Design/methodology/approach The model was empirically validated using a data set of 6,828 listings on a popular P2P accommodation platform called Airbnb. This study chooses a hierarchical regression analysis to perform the model validation. Findings The findings reveal that host self-disclosure, host reputation and host identity verification are key host attributes in promoting listing popularity. Meanwhile, property visual description, property photo verification and property visual appeal are important property attributes in facilitating listing popularity. Research limitations/implications The study adds useful insights on understanding on determinants of listing popularity. Future researchers are recommended to empirically verify the underlying psychological mechanism by which host attributes and property attributes influence listing popularity. Practical implications The P2P accommodation platform should promote the listing popularity by taking advantage of the host attributes and providing property attributes. Originality/value First, to the best of the authors' knowledge, this study is one of the few studies to explore the formation of the listing popularity. Second, this study examines how the host and property attributes promote the listing popularity through the heuristic and systematic information processing modes.