Sharing Economy and Lifestyle Changes, as Exemplified by the Tourism Market

Abstract

<jats:p>The aim of the article is to analyze the relationship between lifestyle changes and willingness to use sharing economy services in tourism, including peer-to-peer accommodation. On the one hand, knowledge of lifestyle changes can help adapt the product offer to the requirements of consumers. On the other hand, products that consumers use can reflect lifestyle changes. The following classification of motivations for sharing economy activity selection resulting from the subjects’ lifestyles has been proposed: personal motivations—related to economic advantages; social (conformist) motivations—resulting from the need to fit in with others; and ideological motivation—resulting from the understanding of the processes of natural environment degradation and excessive consumption. In order to gather opinions and to understand behaviors, attitudes, and preferences regarding sharing economy activities (i.e., the sharing of transportation, food, clothes, equipment, and accommodation), the focus group interview method was used (6 groups, 5–8 participants each). Discussions were conducted separately for two populations: young with time (YT) and older rich (OR). The study demonstrates lifestyle changes between the generations. YT actions are the consequence of personal and ideological motivations. OR have lifestyles that result from personal and conformist motivations. Neither population sees a relationship between participating in the sharing economy and caring for the environment and preventing excessive consumption.</jats:p>

Young Consumers’ Intention to Participate in the Sharing Economy: An Integrated Model

“…Milanova and Maas [46] suggest that factors that motivate consumer participation in the sharing economy are social, economic, and technological. More recently, Niezgoda and Kowalska [4] support this view by highlighting personal, social, and ideological factors. Specifically, Tussyadiah [47] found that sustainability, community, and economic benefits are three main factors that motivate users to stay in Airbnb accommodations.…”

“…The sharing economy is considered to be a new business paradigm and a new form of commerce [1][2][3]. There is no universally accepted definition of the sharing economy, and different terms are used to refer to the same phenomenon [4,5]. In the complete and recent conceptual revision carried out by Schlagwein, Schoder, and Spindeldreher in 2020, the sharing economy is defined as a commercial or non-commercial peer-to-peer model facilitated by an intermediary [3] (p. 12).…”

“…Such is the growth in this sharing model that it is predicted that by 2025, the global volume of operations will have reached 335 billion dollars [3]. The reasons for the rapid growth of this new sharing culture has been strongly related to consumers' changing attitudes, values, and behavior that have arisen following the recent economic crisis [4,6]. In particular, the tourism sector has been one of the first to develop the sharing economy and is the second most important in terms of global business volume [7][8][9].…”

Share or not to share? Sharing economy in public eyes

“…Providers are motivated by creating better community and increase sustainability [13]. Some scholars took into consideration lifestyle as motivation to participate: personal motivationeconomic advantages, social motivations -to be like others, and ideological motivationsto help the world [14]. People participation in sharing economy can be also motivated by values: inner symbolic, hedonic and economic values.…”

“…Older wealthy subjects, have lifestyle motivation to participate in sharing economy that is rooted in conformist social motivation. Younger subjects are opened to new experiences, older respondents were looking for economic benefits and convenience [14]. Younger people who are environmentally and healthy conscious, take risk and have positive relationship toward digitalisation, are more willing to participate in sharing economy [15].…”