A Decentralized Marketing Model for the Online Accommodation Rental Market

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Authors

  • Daniel Broby
     Professor, Department of Accounting, Finance and Economics, Ulster University, Belfast Campus, BT15 1ED ,IE
  • Andrea Bracciali
     Lecturer, Department of Computing and Mathematics, Stirling University, Stirling, FK9 4LA, Scotland ,GB
  • Siham Lamssaoui
     PhD. Research Scholar, Department of Computer Sciences, Ibn Tofail University, Kenitra, 14000 ,MA

DOI:

https://doi.org/10.18311/jbt/2022/30650

Keywords:

Business Model, Decentralized Marketing, Online Accommodation,

JEL classification: D21, D26, D44, D47, L22, M31, O31, Z32, Z33

Abstract

This paper presents an infrastructure redesign of the online accommodation rental marketing model. The decentralized marketplace it proposes represents a significant Business Model Innovation (BMI) and a new normative marketing tool. We suggest it has the potential to be disruptive from an International Marketing (IM) perspective, shifting the focus from owners as agents, to a shared one with renters and agents. This is supportive of the paradigm where marketing is focused on facilitating and maintaining relationships. Using code that we developed, we illustrate how a decentralized application (dAirBnB) can promote disintermediation and can be built to optimize price discovery. Utilizing block chain technology, we show how trust originates from the distributed consensus enforced by a network of peers. This trusted interaction is facilitated between untrusted parties over the internet, thereby changing the marketing relationship. In this respect, the application and the business model are inextricably linked. Enabled by the technology, we propose a monetization of reputation, which introduces the concept of good behaviour as an asset in a marketing context. We explore the implications of this for both BMI and IM. Our approach would increase the quality and quantity of information in online rentals, both major dimensions of marketing advantage. The dominant position of AirBnB represents a limitation on the implementation of our approach and would be an area for policy makers to focus on.

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Published

2022-09-02

How to Cite

Broby, D., Bracciali, A., & Lamssaoui, S. (2022). A Decentralized Marketing Model for the Online Accommodation Rental Market. Journal of Business Thought, 13, 1–12. https://doi.org/10.18311/jbt/2022/30650

Issue

Volume 13, April 2022 - March 2023

Section

Article

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Copyright (c) 2022 Daniel Broby, Andrea Bracciali and Siham Lamssaoui

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

All the articles published in JBT are distributed under a creative commons license. The journal allows the author(s) to hold the copyright of their work (all usages allowed except for commercial purpose).
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Europe PMC
Received 2022-07-11
Accepted 2022-07-14
Published 2022-09-02

 

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