Examining Pro-environmental and Pro-social Attitudes of P2P Accommodations

Abstract

This study focused on examining relevant linkages between motivational factors to be owner of P2P accommodation (Airbnb host) and being active in pro-environmental and pro-social actions into the life practices. This study tries to make contribution into the literature by focusing on the sustainability aspects (social and environmental) of Airbnb hosts by using qualitative research method. This study contributes by associating the motivations of being Airbnb host and being active in sustainability issues under the framework of moral values. Furthermore, the study analyzed whether an individual awareness of sustainability practices by Airbnb hosts has influence on their motivations on social responsibility actions into their hosting practices. Data collected from Famagusta town of the Cyprus Island which is an island historically interacted culturally with neighboring nations that border the Mediterranean Sea. The research focused on examining the relationship between being Airbnb host and being proactive individual on sustainable issues. Therefore, hosts answered the question to define ‘social responsibility’ in their own understanding and words. The key themes found followed as; ‘Community Engagement and Pro- social Practices’, ‘Environmental Consciousness and Pro-environmental Practices’, ‘Family Values on Moral Identity and Legal Compliance’ and ‘Restoration and Cultural Heritage’. Motivational factors of hosts are collectively highlighted in a range of motivations, including economic considerations, family dynamics, community benefit, and a sense of cultural and historical responsibility. Those findings can be examined under the ‘Collective Social Responsibility Model’ that introduced that each positive behavior of individual is an added value to the society which is creates wealth and promotes sustainable community. Findings found that hosts stress the importance of the level of environmental consciousness that is gained from education in fostering social responsibility. Respondents believed that teaching cultural heritage, environmental awareness, and ethical values, especially to children, is a crucial aspect of building a responsible society. Additionally, they indicated that hosts. owing environmental sensitivity and leading pro-environmental practices into their Airbnb practices. The statements of hosts accepted as; they have good practices in their private life under the scope of social responsibility. Findings of the study showed that hosts work in a team for implementing necessary projects for the benefit of the society. Within this view, hosts can be taking responsibility in a collective level through community engagement and pro-social activities. Participants express a sense of social responsibility through the restoration of idle and old houses, contributing to the preservation of cultural heritage and historical structures.