Millennial perceptions of Airbnb in Kota Kinabalu, Sabah
Nazmeen Fatima Binti Istekhar Ahmad1, Nur Izzati Nabilah Binti Alias2, Adriana Binti Mohamad Faizal3, Nur Murniza Binti Mohd Zaidi4, Nurafiqah Mohamad Musa5, Alvin Gatu6.
Over the years, a peer-to-peer (P2P) accommodation service
known as Airbnb has grown significantly in Malaysia. Airbnb
has unique features that distinguish it from existing markets,
such as traditional hotels, as it purchases and exchanges goods.
Airbnb allows visitors from all over the world to make
reservations from a list of registered hosts. Nevertheless, there is
a lack of studies done related to millennial perceptions of the
existence of Airbnb. Therefore, this study highlighted the
relationship between authentic experience, social benefits, trust
in Airbnb, and relative attractiion with millennial perceptions
of Airbnb in Kota Kinabalu, Sabah. A descriptive research
design with a quantitative approach was used to collect the data
and the study focused on the millennials in Kota Kinabalu, Sabah
within the age range of 25 to 40 years of age as the population
representative of millennials. The data collected through this
online survey questionnaire is tabulated using Statistical
Package for Social Sciences (SPSS). According to the results of
the tests, all hypotheses were found to have a positive impact on
the millennials' perception to use Airbnb services. Based on the
data, it can be inferred that millennials in Kota Kinabalu are
likely to continue and use Airbnb services in the future because
their impressions of the service are extremely positive.
Affiliation:
- Universiti Teknologi MARA Cawangan Selangor, Kampus Puncak Alam, Malaysia
- Universiti Teknologi Mara Cawangan Sabah, Malaysia
- Universiti Teknologi Mara Cawangan Sabah, Malaysia
- Universiti Teknologi Mara Cawangan Sabah, Malaysia
- Universiti Teknologi Mara Cawangan Sabah, Malaysia
- Universiti Teknologi Mara Cawangan Sabah, Malaysia
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