Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


The Dark Side of the Business to Customer Relationship

Author(s): Emeka Ndaguba, Sijekula Mbanga, Anthony Kambi Masha and Emeka Okonkwo

The platform/ digital accommodation sector has initiated immense organisational disjuncture worldwide, and one of its drivers in the tourism industry, short-term rental, in relation to Airbnb appears to promote organisational and legislative discord. Accordingly, we utilize text and content analysis to build a corresponding argument that uses empirical data drawn from Twitter between 2017 and 2020. Our findings demonstrate that legislation for micro-entrepreneurs is incongruent. Further, price hikes and non-availability of longer-stay accommodation, unruly behaviour of guests, noise pollution, higher emission of carbon and tax evasion, constitute the dark side of Airbnb's. The impact of Airbnb is shown to be contextual (location-based), where Airbnb laws should reflect this diversification. We suggest that guests require more extensive choices for platform accommodation in terms of cost, quality, comfort and health checks; thus, we propose a smart regulatory framework for the governance of the sector.

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