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Article published In: Pragmatics and Society
Vol. 10:2 (2019) ► pp.177–204

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What makes a positive experience?

Offline/online communication and rapport enhancement in Airbnb positive reviews

 | Universidad Pablo de Olavide
Published online: 5 July 2019
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https://doi.org/10.1075/ps.16060.ohe
Abstract
‘Sharing economy’ platforms such as Airbnb have recently given rise to new travel trends in which electronic word of mouth and interpersonal contact are central. This study examines 90 positive reviews, with a threefold objective: first, analyse what makes Airbnb a social platform; second, understand online/offline rapport enhancement prior to and during the Airbnb experience; and third, examine the main rapport enhancement strategies in users’ evaluations. The results show that while reviewers place great importance on transactional wants before the experience, during face-to-face contact sociality rights become more important. After the Airbnb experience, however, the main rapport strategies point to enhancing the addressee’s face, while identity is constantly co-constructed. The present study intends to bring to the fore the function of positive rapport in the Airbnb experience, in an online system in which the management of communicative skills may be the main tool for success – or failure.
Article outline
  • 1.Introduction
  • 2.Airbnb as a sharing economy business
  • 3.User-generated online reviews in the domain of tourism
  • 4.Rapport management and online/offline participation
  • 5.Methodology
  • 6.Results
    • 6.1The platform: Online/offline communication and profile information
    • 6.2The reviews: Rapport enhancement and communication stages in Airbnb
      • 6.2.1Mediated rapport construction/enhancement prior to experience
      • 6.2.2Non-mediated rapport management during the travel experience
      • 6.2.3The reviews as rapport enhancers after the travel experience
  • 7.Discussion and conclusions
  • Notes
  • References
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