The value of P2PA to travelers: Evidence from the Hong Kong market

We investigated potential peer‐to‐peer accommodation (P2PA) rental customers with an online survey with 254 Hong Kong residents. The results indicated a different user spectrum covering relatively young, unmarried people in civilian posts, with high levels of education and low levels of income. Prospects preferred to use considered unsafe P2PA in safe destinations. We examined the factors affecting the respondents' willingness to use P2PA rentals with multifactor binary logistic regression analysis. We developed a model on how P2PA, destination, and personal attributes affect decision making to provide a useful point of reference for future researchers and industry practitioners.