Compartilhamento e consumo colaborativo no contexto do turismo: um estudo comparativo Brasil-Portugal sobre os antecedentes do comportamento do consumidor em plataformas de economia compartilhada

Abstract

The sharing economy has affected several areas such as Tourism through organizations such as AirBnb and CouchSurfing. The objective of this thesis was to understand the motivations of the people to adopt practices of sharing and collaborative consumption in the scope of tourism. After completing the qualitative step of the study, another objective was incorporated into the study due to the new aspects observed in the fieldwork: to understand the perception of co-creation of the consumers in the use of these platforms. To achieve this goal, a comparative study was developed between Brazil and Portugal on the shared economy in the context of tourism. The work had two stages (one qualitative and another quantitative), whose data collection was performed in Brazil and Portugal. The qualitative phase involved indepth interviews with Brazilian and Portuguese consumers of AirBnb and CouchSurfing, and content analysis. The results of the qualitative step in Brazil related to CouchSurfing were that the Cost Economics, the Expectation of Shared Cultural Experiences, the Expectation of Friendship, Confidence, the Degree of Identification between Peers and Perceived Utility were the main motivating factors for use. On the other hand, the fear of suffering some type of violence or harassment, the fear of being inconvenient with the host and the fear of lack of privacy emerged in the interviews and were grouped in the Perceived Risk category. Another result was the Perception of Co-Creation of Value category, in which consumers reported what they perceived as co-creation of value through experiences with hosts. The results obtained with the interviews carried out in Portugal with consumers of CouchSurfing were that the Expectation of Shared Cultural Experiences, the Expectation of Friendship, the Degree of Identification between Peers, Confidence, Social Influence and Moment in the Life Cycle were the main motivation factors for the use. Regarding the results obtained from the interviews with AirBnb consumers in Brazil, it was noticed that the Cost Economics, the Expectation for Shared Cultural Experiences, Perceived Utility, and Confidence were the main factors for the use of this type of service. Also, the category of Co-creation Perception emerged from the qualitative stage of the study. The interviews conducted with AirBnb users from Portugal indicated that Cost Savings, Expectations of Shared Cultural Experiences, Perceived Usefulness, Trust and Facilities in the use of the platform were the main factors for this type of consumption. The quantitative step consisted of a survey with consumers of these platforms. The model was analyzed through Exploratory Factor Analysis and Modeling of Structural Equations. The main results of the quantitative stage with regard to the CouchSurfing sample from Brazil were that the Performance Expectation, the Expectation of Shared Cultural Experiences and the Construction of Social Links, the Anti-Industry Perspective and Co-creation Perception are related with the Propensity for Use. In relation to the CouchSurfing sample from Portugal, the motivating factors were the Performance Expectation, the Peer Identification Degree, the Co-creation Perception, and the AntiIndustry Perspective. In the AirBnb sample from Brazil, the motivating factors related to the Propensity for Use were Confidence, Cost Savings, Performance Expectations, Expectations of Shared Cultural Experiences and Social Bonding, Co-creation Perception and Antiindustry perspective. Regarding the results of the AirBnb sample from Portugal, it was noted that the motivating factors related to the Propensity for Use were the Facilitating Conditions, Cost Savings, Performance Expectations, Expectations of Shared Cultural Experiences and Construction of Social Bonds, the Anti-industry Perspective and the Perception of Cocreation