Effect of Training and Development on Consumer Choice of AIRBNB in Kwale County, Kenya
DOI:
https://doi.org/10.53819/81018102t3124Abstract
Airbnb has emerged as a leading provider of short-term rental accommodations through an online marketplace that provides travellers with rooms and homes. Since 2016, Airbnb's sales have tripled, outpacing larger hotel chains' global sales growth of 11%. However, one significant challenge is maintaining consistent service quality standards due to varying levels of host and staff training. The purpose of this study was to determine the impact of training and development on consumer choices of Airbnb accommodations in Kwale County, Kenya. Based on quality management theory, the study used a cross-sectional survey design with a sample size of 112 respondents from a target population of 120 Airbnb employees in Kwale County. Questionnaires and interview guides were used to collect data, which was then analysed qualitatively using content analysis and quantitatively using SPSS. The study revealed that training and development were positively correlated with Airbnb accommodation choice in Kwale County (r = 0.745). Regression analysis revealed that training and development practices comprised 55.5% of consumer choice. The study concluded that training and development have a significant impact on consumer choice of Airbnb accommodations in Kwale County and recommended that these factors be prioritized to improve consumer preference.
Keywords: Training, Development, Consumer Choice, AIRBNB, Kwale County
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