Abstract
In the last few years the so-called sharing economy has been the subject of a great deal of attention, in tourism as well, with particular regard to:- the effects of the Airbnb model on the tourism industry and related drivers;
- the transformative power of collaborative tourism experiences, especially Couchsurfing.
We aim to enhance this body of knowledge by taking into consideration the combined effect of a hybrid set of collaborative practices (i.e., renting, bartering, and sharing) that goes along a continuum between market exchange and shared sociality.
We purport to do that through a special project from Italy, i.e., a digital platform that aims to connect people who want to share their homes, working spaces, time, and skills with others and who strive to change their lives. The guests can either pay a fee for the various services or give their time, artistic skills or entrepreneurial ability in return. This case study portrays a new value creation model in tourism.
References
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Arsel, Z. (2015). Assembling markets and value. In R. Canniford & D. Bajde (Eds.), Assembling consumption: Researching actors, networks and markets (pp. 32-41). London, UK: Routledge.
Bardhi, F., & Eckhardt, G. M. (2012). Access-based Consumption: The Case of Car Sharing. Journal of Consumer Research, 39(December), 881-898.
Bartolazzi, F., Forlani, F., & Fortezza, F. (2008). Caratteri e potenzialità degli eventi come "esperienze mediterranee": Il caso "Palio de lo Daino". Mercati e Competitività, 4, 71-99.
Belk, R. (2007). Why Not Share Rather Than Own? The ANNALS of the Ameri-can Academy of Political and Social Science, 611(1), 126-140. https://doi.org/10.1177/0002716206298483
Belk, R. W. (2014a). You Are What You Can Access: Sharing and Collabora-tive Consumption Online. Journal of Business Research, 67(August): 1595-1600.
Belk, R. W. (2014b). Sharing Versus Pseudo-Sharing in Web 2.0. Anthropol-ogist, 18(April), 7-23.
Belk, R. W. (2010). Sharing. Journal of Consumer Research, 36(February), 715-734.
Botsman, R., & Rogers, R. (2010). What’s Mine Is Yours: How Collaborative Consumption Is Changing the Way We Live. New York, NY: HarperCollins.
Corciolani, M., & Dalli, D. (2014). Gift-giving, Sharing and Commodity Ex-change at Bookcrossing.com: New Insights from a Qualitative Analysis. Man-agement Decision, 52(April), 755-776.
Creswell, J. W. (2007). Qualitative inquiry & research design: Choosing among five approaches. Thousand Oaks, CA: Sage Publications.
Dalli, D., & Fortezza, F. (2016). From Ownership to Sharing, Through Barter Communities. Motivations, Behaviors, and Value at Zerorelativo.com. In L. Petruzzellis & R. S. Winer (Eds.), Rediscovering the Essentiality of Marketing. Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress. New York, NY: Springer International Publishing.
Dalli, D., & Fortezza, F. (2019). The New Face of Bartering in Collaborative Networks: The Case of Italy’s Most Popular Bartering Website. In R. Belk, F. Bardhi & G. Eckhardt (Eds), Handbook on the Sharing Economy. Edward Elgar (forthcoming).
Decrop, A., Del Chiappa, G., Mallargé, J., & Zidda, P. (2018). Couchsurfing has made me a better person and the world a better place”: the transformative power of collaborative tourism experiences. Journal of Travel & Tourism Market-ing, 35(1), 57-72.
Dunn, E. W., Gilbert D. T., & Wilson, T. D. (2011). If money doesn't make you happy, then you probably aren't spending it right. Journal of Consumer Psy-chology, 21(April), 115-125.
Figueiredo, B., & Scaraboto, D. (2016). The Systemic Creation of Value Through Circulation in Collaborative Consumer Networks. Journal of Consumer Research, 43(4), 509-533.
Fortezza, F. (2014). Marketing, Felicità e Nuove Pratiche di Consumo. Fra sharing, baratto e accesso. Milano: Franco Angeli.
Fortezza, F., & Pencarelli, T. (2011). Experience marketing: specific features and trends. The Wish Days case study. Journal of Marketing Trends, 6(May).
Fortezza, F., Berdicchia, D., Masino, G., & Moriconi, S. (2016). Spazi di co-working e fattori abilitanti al marketing nelle PMI. Impresa Progetto - Electronic Journal of Management, 1, 1-21.
Fortezza, F., Dusi, A., & Pencarelli, T. (2018). How Marketing Works in the Experience Economy: The Case of the Experience Gift Box Providers. In T. Pencarelli & F. Forlani (Eds.), The Experience Logic as a New Perspective for Marketing Management (pp. 111-123). Springer. https://doi.org/10.1007/978-3-319-77550-0
Giesler, M. (2008). Conflict and Compromise: Drama in Marketplace Evolu-tion. Journal of Consumer Research, 34(April), 739-753.
Guttentag, D. (2013). Airbnb: disruptive innovation and the rise of an informal tourism accommodation sector. Current Issues in Tourism, 18(12), 1192-1217. http://dx.doi.org/10.1080/13683500.2013.827159
Guyader, H. (2018). No one rides for free! Three styles of collaborative con-sumption. Journal of Services Marketing, 32(6), 692-714. https://doi.org/10.1108/JSM-11-2016-0402
Habibi, M. R., Kim, A., & Laroche, M. (2016). From Sharing to Exchange: An Extended Framework of Dual Modes of Collaborative Non-ownership Consump-tion. Journal of the Association for Consumer Research, 1(2), 277-294.
Hallak, R., Brown, G., & Lindsay, N. J. (2013). Examining tourism SME own-ers’ place attachment, support for community and business performance: the role of the enlightened self-interest model. Journal of Sustainable Tourism, 21(5), 658-678.
Hofmann, E., Hartl, B., Penz, E. (2017). Power versus trust – what matters more in collaborative consumption? Journal of Services Marketing, 31(6), 589-603. https://doi.org/10.1108/JSM-09-2015-0279
Huneke, E. M. (2005). The face of the un‐consumer: An empirical examination of the practice of voluntary simplicity in the United States. Psychology & Mar-keting, 22(July), 527-550.
Jarvis, H. (2011). Saving Space, Sharing Time: Integrated Infrastructures of Daily Life in Cohousing. Environment and Planning A: Economy and Space, 43(3), 560-577. https://doi.org/10.1068/a43296
Kozinets, R. V. (2002). Can Consumers Escape the Market? Emancipatory Il-luminations from Burning Man. Journal of Consumer Research, 29(June), 20-38.
Laamanen, M., Wahlen, S., & Lorek, S. (2018). A moral householding per-spective on the sharing economy. Journal of Cleaner Production, 202(20), 1220-1227.
Lashley, C., & Rowson, B. (2010). Lifestyle businesses: Insights into Black-pool's hotel sector. International Journal of Hospitality Management, 29(3), 511-519.
Molz, J. M. (2013). Social Networking Technologies and the Moral Economy of Alternative Tourism: The Case of Couchsurfing.org. Annals of Tourism Re-search, 43, 210-230. https://doi.org/10.1016/j.annals.2013.08.001
Neuhofer, B., Buhalis, D., & Ladkin, A. (2013). Co-creation Through Technol-ogy: Dimensions of Social Connectedness. In: Z. Xiang & I. Tussyadiah (Eds.), Information and Communication Technologies in Tourism. Cham: Springer.
Ozanne, L. K. & Ballantine, P. W. (2010). Sharing as a Form of Anti-consumption? An Examination of Toy Library Users. Journal of Consumer Be-haviour, 9(November-December), 485-498.
Ozanne, L. K. & Ozanne J. L. (2016). How alternative consumer markets can build community resiliency. European Journal of Marketing, 50(3/4), 330-357. https://doi.org/10.1108/EJM-12-2014-0802
Ozanne, L. K. & Ozanne J. L. (2011). A Child’s Right to Play: The Social Con-struction of Civic Virtues in Toy Libraries. Journal of Public Policy and Market-ing, 30(Fall), 264-278.
Perren, R. & Kozinets, R. V. (2018). Lateral Exchange Markets: How Social Platforms Operate in a Networked Economy. Journal of Marketing, 82(1), 20-36.
Piscicelli, L., Cooper, T., & Fisher, T. (2015). The role of values in collabora-tive consumption: insights from a product-service system for lending and bor-rowing in the UK. Journal of Cleaner Production, 97, 21-29.
Scaraboto, D. & Figueiredo, B. (2017). Holy Mary Goes ‘Round: Using Object Circulation to Promote Hybrid Value Regimes in Alternative Economies. Journal of Macromarketing, 37(2), 180-192.
Scaraboto, D. (2015). Selling, Sharing, and Everything in between: The Hybrid Economies of Collaborative Networks. Journal of Consumer Research, 42(June), 152-176.
Schau, H. J., Muñiz, A. M., & Arnould, E. J. (2009). How Brand Community Practices Create Value. Journal of Marketing, 73(5), 30-51.
Siggelkow, N. (2007). Persuasion with Case Studies. Academy of Manage-ment Journal, 50(1), 20-24.
Tussyadiah, I. P. (2015). An exploratory on drivers and deterrents of collabo-rative consumption in travel. In: I. P. Tussyadiah & A. Inversini (Eds.), Infor-mation & communication technologies in tourism, Switzerland: Springer Interna-tional Publishing.
Wilhelms, M. P., Merfeld, K., & Henkel, S. (2017). Yours, mine, and ours: A user-centric analysis of opportunities and challenges in peer-to-peer asset shar-ing. Business Horizons, 60(6), 771-781.
Zhang, T. C., Jahromi, M. F., & Kizildag, M. (2018). Value co-creation in a sharing economy: The end of price wars? International Journal of Hospitality Management. 71(April), 51-58. https://doi.org/10.1016/j.ijhm.2017.11.010
Arcuri, A. G., & Veludo-de-Oliveira, T. M. (2018). The crossing of physical boundaries: de-materialization and the move towards de-collecting. Consumption Markets & Culture, 21(4), 396-415.
Arnould, E. J. (2013). Rudiments of a value praxeology. Marketing Theory, 14(March), 129-133.
Arsel, Z. (2015). Assembling markets and value. In R. Canniford & D. Bajde (Eds.), Assembling consumption: Researching actors, networks and markets (pp. 32-41). London, UK: Routledge.
Bardhi, F., & Eckhardt, G. M. (2012). Access-based Consumption: The Case of Car Sharing. Journal of Consumer Research, 39(December), 881-898.
Bartolazzi, F., Forlani, F., & Fortezza, F. (2008). Caratteri e potenzialità degli eventi come "esperienze mediterranee": Il caso "Palio de lo Daino". Mercati e Competitività, 4, 71-99.
Belk, R. (2007). Why Not Share Rather Than Own? The ANNALS of the Ameri-can Academy of Political and Social Science, 611(1), 126-140. https://doi.org/10.1177/0002716206298483
Belk, R. W. (2014a). You Are What You Can Access: Sharing and Collabora-tive Consumption Online. Journal of Business Research, 67(August): 1595-1600.
Belk, R. W. (2014b). Sharing Versus Pseudo-Sharing in Web 2.0. Anthropol-ogist, 18(April), 7-23.
Belk, R. W. (2010). Sharing. Journal of Consumer Research, 36(February), 715-734.
Botsman, R., & Rogers, R. (2010). What’s Mine Is Yours: How Collaborative Consumption Is Changing the Way We Live. New York, NY: HarperCollins.
Corciolani, M., & Dalli, D. (2014). Gift-giving, Sharing and Commodity Ex-change at Bookcrossing.com: New Insights from a Qualitative Analysis. Man-agement Decision, 52(April), 755-776.
Creswell, J. W. (2007). Qualitative inquiry & research design: Choosing among five approaches. Thousand Oaks, CA: Sage Publications.
Dalli, D., & Fortezza, F. (2016). From Ownership to Sharing, Through Barter Communities. Motivations, Behaviors, and Value at Zerorelativo.com. In L. Petruzzellis & R. S. Winer (Eds.), Rediscovering the Essentiality of Marketing. Proceedings of the 2015 Academy of Marketing Science (AMS) World Marketing Congress. New York, NY: Springer International Publishing.
Dalli, D., & Fortezza, F. (2019). The New Face of Bartering in Collaborative Networks: The Case of Italy’s Most Popular Bartering Website. In R. Belk, F. Bardhi & G. Eckhardt (Eds), Handbook on the Sharing Economy. Edward Elgar (forthcoming).
Decrop, A., Del Chiappa, G., Mallargé, J., & Zidda, P. (2018). Couchsurfing has made me a better person and the world a better place”: the transformative power of collaborative tourism experiences. Journal of Travel & Tourism Market-ing, 35(1), 57-72.
Dunn, E. W., Gilbert D. T., & Wilson, T. D. (2011). If money doesn't make you happy, then you probably aren't spending it right. Journal of Consumer Psy-chology, 21(April), 115-125.
Figueiredo, B., & Scaraboto, D. (2016). The Systemic Creation of Value Through Circulation in Collaborative Consumer Networks. Journal of Consumer Research, 43(4), 509-533.
Fortezza, F. (2014). Marketing, Felicità e Nuove Pratiche di Consumo. Fra sharing, baratto e accesso. Milano: Franco Angeli.
Fortezza, F., & Pencarelli, T. (2011). Experience marketing: specific features and trends. The Wish Days case study. Journal of Marketing Trends, 6(May).
Fortezza, F., Berdicchia, D., Masino, G., & Moriconi, S. (2016). Spazi di co-working e fattori abilitanti al marketing nelle PMI. Impresa Progetto - Electronic Journal of Management, 1, 1-21.
Fortezza, F., Dusi, A., & Pencarelli, T. (2018). How Marketing Works in the Experience Economy: The Case of the Experience Gift Box Providers. In T. Pencarelli & F. Forlani (Eds.), The Experience Logic as a New Perspective for Marketing Management (pp. 111-123). Springer. https://doi.org/10.1007/978-3-319-77550-0
Giesler, M. (2008). Conflict and Compromise: Drama in Marketplace Evolu-tion. Journal of Consumer Research, 34(April), 739-753.
Guttentag, D. (2013). Airbnb: disruptive innovation and the rise of an informal tourism accommodation sector. Current Issues in Tourism, 18(12), 1192-1217. http://dx.doi.org/10.1080/13683500.2013.827159
Guyader, H. (2018). No one rides for free! Three styles of collaborative con-sumption. Journal of Services Marketing, 32(6), 692-714. https://doi.org/10.1108/JSM-11-2016-0402
Habibi, M. R., Kim, A., & Laroche, M. (2016). From Sharing to Exchange: An Extended Framework of Dual Modes of Collaborative Non-ownership Consump-tion. Journal of the Association for Consumer Research, 1(2), 277-294.
Hallak, R., Brown, G., & Lindsay, N. J. (2013). Examining tourism SME own-ers’ place attachment, support for community and business performance: the role of the enlightened self-interest model. Journal of Sustainable Tourism, 21(5), 658-678.
Hofmann, E., Hartl, B., Penz, E. (2017). Power versus trust – what matters more in collaborative consumption? Journal of Services Marketing, 31(6), 589-603. https://doi.org/10.1108/JSM-09-2015-0279
Huneke, E. M. (2005). The face of the un‐consumer: An empirical examination of the practice of voluntary simplicity in the United States. Psychology & Mar-keting, 22(July), 527-550.
Jarvis, H. (2011). Saving Space, Sharing Time: Integrated Infrastructures of Daily Life in Cohousing. Environment and Planning A: Economy and Space, 43(3), 560-577. https://doi.org/10.1068/a43296
Kozinets, R. V. (2002). Can Consumers Escape the Market? Emancipatory Il-luminations from Burning Man. Journal of Consumer Research, 29(June), 20-38.
Laamanen, M., Wahlen, S., & Lorek, S. (2018). A moral householding per-spective on the sharing economy. Journal of Cleaner Production, 202(20), 1220-1227.
Lashley, C., & Rowson, B. (2010). Lifestyle businesses: Insights into Black-pool's hotel sector. International Journal of Hospitality Management, 29(3), 511-519.
Molz, J. M. (2013). Social Networking Technologies and the Moral Economy of Alternative Tourism: The Case of Couchsurfing.org. Annals of Tourism Re-search, 43, 210-230. https://doi.org/10.1016/j.annals.2013.08.001
Neuhofer, B., Buhalis, D., & Ladkin, A. (2013). Co-creation Through Technol-ogy: Dimensions of Social Connectedness. In: Z. Xiang & I. Tussyadiah (Eds.), Information and Communication Technologies in Tourism. Cham: Springer.
Ozanne, L. K. & Ballantine, P. W. (2010). Sharing as a Form of Anti-consumption? An Examination of Toy Library Users. Journal of Consumer Be-haviour, 9(November-December), 485-498.
Ozanne, L. K. & Ozanne J. L. (2016). How alternative consumer markets can build community resiliency. European Journal of Marketing, 50(3/4), 330-357. https://doi.org/10.1108/EJM-12-2014-0802
Ozanne, L. K. & Ozanne J. L. (2011). A Child’s Right to Play: The Social Con-struction of Civic Virtues in Toy Libraries. Journal of Public Policy and Market-ing, 30(Fall), 264-278.
Perren, R. & Kozinets, R. V. (2018). Lateral Exchange Markets: How Social Platforms Operate in a Networked Economy. Journal of Marketing, 82(1), 20-36.
Piscicelli, L., Cooper, T., & Fisher, T. (2015). The role of values in collabora-tive consumption: insights from a product-service system for lending and bor-rowing in the UK. Journal of Cleaner Production, 97, 21-29.
Scaraboto, D. & Figueiredo, B. (2017). Holy Mary Goes ‘Round: Using Object Circulation to Promote Hybrid Value Regimes in Alternative Economies. Journal of Macromarketing, 37(2), 180-192.
Scaraboto, D. (2015). Selling, Sharing, and Everything in between: The Hybrid Economies of Collaborative Networks. Journal of Consumer Research, 42(June), 152-176.
Schau, H. J., Muñiz, A. M., & Arnould, E. J. (2009). How Brand Community Practices Create Value. Journal of Marketing, 73(5), 30-51.
Siggelkow, N. (2007). Persuasion with Case Studies. Academy of Manage-ment Journal, 50(1), 20-24.
Tussyadiah, I. P. (2015). An exploratory on drivers and deterrents of collabo-rative consumption in travel. In: I. P. Tussyadiah & A. Inversini (Eds.), Infor-mation & communication technologies in tourism, Switzerland: Springer Interna-tional Publishing.
Wilhelms, M. P., Merfeld, K., & Henkel, S. (2017). Yours, mine, and ours: A user-centric analysis of opportunities and challenges in peer-to-peer asset shar-ing. Business Horizons, 60(6), 771-781.
Zhang, T. C., Jahromi, M. F., & Kizildag, M. (2018). Value co-creation in a sharing economy: The end of price wars? International Journal of Hospitality Management. 71(April), 51-58. https://doi.org/10.1016/j.ijhm.2017.11.010
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