Issue 109 of 2019 of Yuyuan Management Forum (Total No. 560)
Theme: Spillover Effects of Home Sharing on Local Markets: Evidence from Local Tourist Attractions
Presenter: Liu Yong, Professor, the University of Arizona, USA
Holder: Yang Yanwu, Professor, Department of Business and Administration, School of Management
Time: October 15, 2019 (Tuesday) 14:00-15:00
Location: Classroom 412, School of Management
Introduction to the presenter:
Professor Liu is currently lifetime professor and lecturing professor of Department of Marketing of School of Eller Management of the University of Arizona. His research interests include innovative entrepreneurship, social media, internet business models, third-party product information (particularly consumer reputation and professional reviews), market strategies for the culture and media industry, customer analysis and enterprise strategies in a large data environment, and corporate strategies in a product crisis. Professor Liu is one of the first scholars to use open source data systems to study Internet, social media reputation and product reviews. He has published his research in the journals of Marketing Science, Management Science, Journal of Marketing, Journal of Marketing Research, and Quantitative Marketing and Economics. Professor Liu is currently a member of the editorial committee for Marketing Science and Marketing, deputy editor-in-chief for Retail Research and Decision Science, a leading academic journal. His research on social media, Internet reputation and cultural creative product marketing was reported by authoritative media such as The New York Times, Bloomberg News and Business Week, and his research projects were funded by organizations including the National Natural Science Foundation of China, Wharton CAI, and the Wharton School of Business in the United States. Prof. Liu teaches marketing strategy, innovation, user insight and product innovation in several EMBA and executive training programs at home and abroad, including the University of Arizona, Tsinghua University School of Economics and Management, Cheung Kong Graduate School of Business, China Europe International Business School, University of Science and Technology of China, Shanghai University of Finance and Economics, and has won the EMBA Outstanding Program Award, the Program Innovation Award, the Most Valuable Professor and the Young Scholar Award from the Marketing Science Institute, and other awards.
活动简介:
Brief introduction:
Home sharing, as a key element of the sharing economy, has revolutionized the way people travel. This paper examines an important yet unexplored impact of home sharing on local markets: the spillover on local tourist attractions. We investigate how the entry and supply expansion of home sharing affect the popularity as well as consumer experience of the attractions. Using large-scale data of home-sharing properties and traveler reviews of local attractions, we leverage a quasi-experiment design based on variations in the timing of home-sharing entry and expansion across different attractions to estimate the spillover effects. The findings provide strong evidence that home sharing generates greater demand for local attractions through capacity expansion. This increase is particularly pronounced for high-demand attractions and during peak seasons, but is weakened in attractions which are surrounded by a higher concentration of traditional hotels. Further, home sharing elevates consumer experience at local tourist attractions, with the effect greater for high-demand attractions. These findings constitute a valuable addition to the literature on the sharing economy, platform-based markets, and destination marketing.
