SHARING ECONOMY IN THE HOSPITALITY INDUSTRY: ANALYSIS, SUGGESTED STRATEGIES AND AVENUES FOR FUTURE RESEARCH

Main Article Content

Marios Sotiriadis
Cina Van Zyl

Keywords

Sharing economy, business models, hospitality industry, strategies, research agenda

Abstract

Nowadays, technology is enabling alternatives that aim to disrupt the tourism industry. If these alternatives become longstanding options for tourists, hospitality businesses and other tourism providers will have to adopt new strategies to maintain their market share. One of these disrupting forces is the sharing economy that revolutionizes three facets of tourism: accommodation, transportation, and in-destination activities. In no industry has the sharing economy caused greater controversy than in the hospitality industry. This paper aims at examining the main issues of this economic and social phenomenon with regard to hospitality industry. Specific objectives are: (i) to provide a useful summary of the business models of sharing economy; (ii) to analyze its impact on the hospitality industry; (iii) to examine the related issues and challenges; (iv) to briefly present some suitable strategies to surmount these challenges; and (v) to suggest an agenda and for future research.

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