‘Belong anywhere’: Focusing on authenticity and the role of Airbnb in the projected destination image

There is little research that analyses the contribution of tourism‐related digital platforms, and particularly Airbnb, to the creation and projection of international destinations' images. This study seeks to address this gap by developing a content analysis of the Airbnb Guides to more than 500 global urban neighbourhoods (globalhoods). We analysed Airbnb users' descriptions posted in the period following the Great Recession up to the COVID‐19 pandemic. Content analysis shows how Airbnb projects the images of these globalhoods through a narrative based on creating a perception of authenticity but that finally projects a commodified image of destination identities and their communities.