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Airbnb hosts’ strategies to market their place: The case of Eskisehir
(Karamanoğlu Mehmetbey Üniversitesi, 2022) Yılmazdoğan, Orhan Can; Yücesoy, Selçuk; Demiray, Tuna
The aim of the research is to understand the marketing and promotion strategies of the owners of Airbnb houses, which are operating within the borders of Eskisehir province and are becoming increasingly widespread, offering alternative accommodation options to the visitors and being successful examples of the sharing economy. For this purpose, face-to-face semi-structured interviews were conducted with the owners of 20 of the houses that are active on the Airbnb platform and have received at least five visitor comments. In addition, before carrying out these meetings, the analysis of the tourist attractions Heat Map of Eskisehir and Eskisehir Airbnb Houses Heat Map was made via Microsoft Power Map and it was scientifically revealed that these houses are concentrated around the tourist attractions. In addition, during the interviews with the hosts, themes related to the decision to join Airbnb, information about other hosts, guest profile, pricing strategies, marketing strategies, guest relations and security were reached. After the interviews with the hosts, marketing strategies were put forward and interpretations and suggestions were given on these.