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Title: Airbnb a Catalunya "Sol i platja" i economia de plataforma
Author: Troyano Gontá, Xandra
Tutor: Morales Pérez, Soledad
Keywords: Airbnb
collaborative economy
second homes
peer-to-peer accommodation
Issue Date: 10-Jul-2019
Abstract: Airbnb, the world's reference of the short-stay rental-marketing model, is already a disruptive market player who impacts the entire Catalan tourist model. Any investigation on Airbnb is of major interest to the hotel industry, to the tourism management industry and to all those who are affected by its impacts in the urban centers of the main cities, the traditional poles of attraction for tourists; impacts which have triggered a series of responses from the local population that shares their living space with the platform's business offers. However, the study of its impacts outside the large capitals, especially beyond Barcelona when it comes to Catalonia, was still a pending project. The aim of this investigation is to analyze the nature of Airbnb, how its offer is distributed, what are its characteristics and to which extent Airbnb is present in the Catalan territory. This investigation tries to take into account the territorial particularity of Catalonia, such as the direct competition with other players in the hospitality industry (hotels, campsites, rural tourist houses and properties for tourist purposes); it considers the effects of the political decision-making on tourism policy, in particular the definition of territorial tourist brands by the Catalan government and it looks at the territorial division in Comarques and Municipalities. Business model, without evading the debate on the collaborative economy versus the platform economy. The first economic model utilizes technology to generate collective benefits, overcoming the logic of ownership and exclusive use, organizing the shared-use of goods and resources. The second economical model duplicates the neoliberal logic using technological platforms. Airbnb defines itself as an exponent of the collaborative economy in the tourism industry, encouraging peer-to-peer transactions, the usage of basic resources such as accommodation, authentic exchange between the local population and the tourists and the territorial redistribution of tourism pressure. This report demonstrates that, although authentic peer-to-peer exchange is probably present on the portal, the statistical reality puts Airbnb in the position of a distribution channel of the traditional vacational rental offer. The application of quantitative and spatial analysis methods on which this research is based, produces some devastating outcomes with respect to the rhetoric of Airbnb. The vast majority of Airbnb's offer is concentrated on the Catalan coastline, a territory, which converges with tourist brands, counties, and municipalities that already suffer considerable tourism pressure. Airbnb's basic offer are second homes, especially beach apartments with an official holiday rental license (HUT) granted by the Catalan government. Furthermore, this research reveals, analyzing the host profiles on Airbnb, that 50% of all accommodation advertised on the platform is in the hands of only 11% of advertisers, which demonstrates that companies with large accommodation stocks operate directly on Airbnb. The presence of second homes or holiday homes and the coast mainly determine the proliferation of Airbnb in Catalonia, finding a new way of promoting the traditional 'sun and beach' tourism through the platform economy.
Language: Catalan
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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