코로나19 하에서 에어비앤비를 통한 워케이션 참여의도에 영향을 미치는 요인에 관한 연구

A Study on Factors Affecting Workation Participation Intention through Airbnb under COVID-19

In this COVID-19 Pandemic, the development of fourth industrial technology and changed tourism needs are presenting new directions for the hotel and accommodation industries. Due to social distancing, various companies are striving to develop non-face-to-face services and online platforms, and competition among companies is intensifying to attract customers. In addition, the value of work-life balance began to draw more attention, and the desire to achieve work-life harmony in the long run gradually developed and became a new travel trend called Workation. As such, it is necessary to focus on expanding its influence on online platforms by taking advantage of the current situation of COVID-19 and the changed tourism trend as a possibility. Accordingly, this study attempted to investigate how this affects relationship solidarity by dividing structural factors into three based on Airbnb, a representative accommodation sharing company, and demonstrate how it affects future Airbnb use intention and workation participation intention through Airbnb. Therefore, this paper confirmed that the factors of each characteristic proposed in this study were influential variables.

In this COVID-19 Pandemic, the development of fourth industrial technology and changed tourism needs are presenting new directions for the hotel and accommodation industries. Due to social distancing, various companies are striving to develop non-face-to-face services and online platforms, and competition among companies is intensifying to attract customers. In addition, the value of work-life balance began to draw more attention, and the desire to achieve work-life harmony in the long run gradually developed and became a new travel trend called Workation. As such, it is necessary to focus on expanding its influence on online platforms by taking advantage of the current situation of COVID-19 and the changed tourism trend as a possibility. Accordingly, this study attempted to investigate how this affects relationship solidarity by dividing structural factors into three based on Airbnb, a representative accommodation sharing company, and demonstrate how it affects future Airbnb use intention and workation participation intention through Airbnb. Therefore, this paper confirmed that the factors of each characteristic proposed in this study were influential variables.