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This study identifies the factors that influence the use of the Airbnb platform by Generation Z and Y in Greece, classifies them into groups according to their attitudes, and profiles the tourists of each generation according to their preferences regarding Airbnb bookings. The researchers conducted a primary survey using a sample of 576 citizens. Factor analysis was conducted initially to identify the main factors that affect each generation in using Airbnb after the COVID-19 pandemic. Cluster analysis was performed to classify each generation into groups. Quadratic discriminant analysis was conducted in the third phase to check cluster predictability. Non-parametric tests, including the chi-square test, were performed to profile tourists of each generation according to their preferences regarding Airbnb bookings. The results of this study indicate that people of Generations Z and Y preferred to use Airbnb accommodations even after the COVID-19 pandemic. The fact that Airbnb is safer than a conventional hotel due to COVID-19, the easy booking process and access to house amenities, as well as other marketing issues, affects most people of Generation Z and Y. This market segmentation study is quite essential in the tourism industry, especially in a country where tourism is of great importance to its economy. It highlights the impact of the pandemic on decisions and attitudes regarding the use of Airbnb.
Tsourgiannis et al. (Mon,) studied this question.