Some like it hot: the role of identity, website, co-creation behavior on identification and love

This study uses the social identity and perceived value perspective to fill a gap in tourism studies regarding the effect of Airbnb identity, website, and travelers’ engagement in value co-creation with Airbnb. The research addresses three questions: (1) What are the main factors influencing Airbnb brand love? (2) what are the key factors that influence co-creation behavior favouability in Airbnb? and (3) what are the key consequences of co-creation behavior in Airbnb? This research employs complexity theory, which integrates the principle of equifinality. To examine the data, this research employs structural equation modelling and fuzzy set qualitative comparative. The favorability of an identification and love are reflected by the extent to which travelers and users positively regard the Airbnb website. Findings reveal the significance of the co-creation behavior in enhancing the service attractiveness and perceived value. Important implications for tourism managers and researchers are highlighted