A business based on trust: the contribution of text mining as a big data technique to identify consumer insights to support the business of airbnb / Uma empresa baseada na confiança: a contribuição da mineração de texto como uma grande técnica de dados para identificar as percepções dos consumidores para apoiar o negócio da airbnb

Authors

  • Cláudia Pereira Ignácio Zuppo
  • Gustavo Corrêa Mirapalheta
  • João Luiz Chela

DOI:

https://doi.org/10.34115/basrv5n2-024

Keywords:

Airbnb, Text Mining, Sentiment Analysis, Bigrams, Tf-Idf.

Abstract

This study uses a quantitative technique (Text Mining) coupled with a qualitative (subjective) approach to identify Airbnb’s key supporting business factors. This coupled approach demonstrates the feasibility of using a Big Data technique side-by-side with a “humanized” approach, Letouzé (2014), when the author says that Big Data exists “by the people and for the people”. To do so, it is used a database of nearly one million guests reviews of New York City properties made from 2008 through 2018. The adopted analytical approaches in Text Mining used the knowledge explored by Silge and Robinson, in their book “Text Mining with R” (2017), which includes the examination of Word Frequency, Bigrams, Sentiment Analysis using NRC Lexicon, Term Frequency Times Inverse Document Frequency (tf_idf), Zipf´s Law and Bigrams Network. All these analyses where developed from an historical perspective, since the Airbnb’s reviews database divides its data in 5 points in time: 2009-2010, 2011-2012, 2013-2014, 2015-2016 and 2017-2018 (this last year up to June). Main results confirmed that Trust is a key issue for the development and growth of Airbnb business. Word Frequency and Bigrams prove that Airbnb success goes way beyond comfortable and well located, properties, but instead they are mainly a first-step towards the development of human relations based on Trust. Learnings provide actionable insights both for Airbnb and for the segment of travel as a whole in their quest of conquering new customers in the future. 

References

INSIDE AIRBNB, ADDING DATA TO THE DEBATE - 2018. Available on: http://insideairbnb.com/get-the-data.html. Accessed on: Sept 09, 2018.

TEAM, T., As A Rare Profitable Unicorn, Airbnb Appears To Be Worth At Least $ 38 Billion – 2018 – Available on: https://www.forbes.com/sites/greatspeculations/2018/05/11/as-a-rare-profitable-unicorn-airbnb-appears-to-be-worth-at-least-38-billion. Accessed on: Aug 14, 2018.

THE 100 LARGEST COMPANIES IN THE WORLD BY MARKET VALUE IN 2018 – 2018. Available on: https://www.statista.com/statistics/263264/top-companies-in-the-world-by-market-value/. Accessed on: October 10, 2018.

UNITED STATES CENSUS BUREAU – 2018. Available on: https://factfinder.census.gov/faces/nav/jsf/pages/. Accessed on: October 10, 2018.

SALA DE IMPRENSA DO AIRBNB - 2018. Available on: https://press.atairbnb.com/br/about-us/. Accessed on: October 10, 2018.

O QUE DIZ A PRIMEIRA REGULAMENTAÇÃO PARA APPS COMO AIRBNB – 2018. Available on: https://www.nexojornal.com.br/expresso/2018/01/24/O-que-diz-a-primeira-regulamentacao-brasileira-para-apps-como-Airbnb. Accessed on Sept.08, 2018.

THE SHARING ECONOMY ISN´T ABOUT SHARING AT ALL – 2018 – Available on: https://hbr.org/2015/01/the-sharing-economy-isnt-about-sharing-at-all. Accessed on: Nov.21, 2018.

WHAT IS AIRBNB´S CORPORATE SLOGAN? WHA DOES IT MEAN? - 2018 – Available on: https://www.quora.com/What-is-Airbnbs-corporate-slogan-What-does-it-mean. Accessed on: Oct.25, 2018.

GEBBIA, J., How Airbnb designs for trust – 2018 – Available on: https://www.youtube.com/watch?v=16cM-RFid9U – How Airbnb designs for trust. Accessed on Oct.25, 2018.

AIRBNB COMMUNITY DATA – 2018 – Available on: https://www.airbnbcitizen.com/data - Accessed on Oct.25, 2018

INTERVIEW: EMMANUAL LETOUZÉ, DATA-POP ALLIANCE ON DEMOCRATIZING THE BENEFITS OF BIG DATA – 2018. Available on: https://www.kdnuggets.com/2015/04/interview-emmanuel-letouze-democratizing-benefits-big-data.html. Accessed on: Oct. 26, 2018.

STONE, B. The Upstarts: How Uber, Airbnb and the Killer Companies of the New Silicon Valley are Changing the World - 2017

BRIAN CHESKY'S TOP 10 RULES FOR SUCCESS (@BCHESKY). Available on: https://www.youtube.com/watch?v=t-qjHG_q3d8. Accessed on: Oct.26, 2018.

NRC WORD-EMOTION ASSOCIATION LEXICON – 2018 – Available on:

https://saifmohammad.com/WebPages/NRC-Emotion-Lexicon.htm. Accessed on: Sept.09, 2018.

CHENG, M.; JIN, X. Key attributes of Airbnb experience: Text-mining and sentiment analysis – 2018 – https://scholarworks.umass.edu/ttra/2018/Academic_Papers_Oral/23/. Accessed on: 30 Dec.2018.

SUNG, B; KYUNGMIN, L; HANNA, L; CHULMO, K. In Airbnb we trust: Understanding consumers’ trust-attachment building mechanisms in the sharing economy - 2018 - https://www.sciencedirect.com/science/article/pii/S027843191830327X. Accessed on: 21 Nov.2018

HEO, C; BLENGINI, I. A macroeconomic perspective on Airbnb´s global presence - 2018 - https://www.sciencedirect.com/science/article/pii/S0278431918304882. Accessed on Dec.09, 2018.

ZHANG, L; YAN, Q, A computational framework for understanding antecedents of guests' perceived trust towards hosts on Airbnb, 2018 - https://www.sciencedirect.com/science/article/pii/S0167923618301593?via%3Dihub#!. Accessed on Dec.02, 2018.

TANG, Y; McNICHOLAS, P, Clustering Airbnb Reviews – 2017 - https://arxiv.org/abs/1705.03134 - Accessed on Dec.30, 2018

Published

2021-03-30

How to Cite

Zuppo, C. P. I., Mirapalheta, G. C., & Chela, J. L. (2021). A business based on trust: the contribution of text mining as a big data technique to identify consumer insights to support the business of airbnb / Uma empresa baseada na confiança: a contribuição da mineração de texto como uma grande técnica de dados para identificar as percepções dos consumidores para apoiar o negócio da airbnb. Brazilian Applied Science Review, 5(2), 932–954. https://doi.org/10.34115/basrv5n2-024

Issue

Section

Original articles