Title: 'Some like it hot': the role of identity, website, co-creation behaviour on identification and love

Authors: Pantea Foroudi; Reza Marvi

Addresses: Middlesex University, London, England, UK ' Middlesex University, London, England, UK

Abstract: This study uses the social identity and perceived value perspective to fill a gap in tourism studies regarding the effect of Airbnb identity, website, and travellers' engagement in value co-creation with Airbnb. The research addresses three questions: (1) What are the main factors influencing Airbnb brand love? (2) what are the key factors that influence co-creation behaviour favourability in Airbnb? and (3) what are the key consequences of co-creation behaviour in Airbnb? This research employs complexity theory, which integrates the principle of equifinality. To examine the data, this research employs structural equation modelling and fuzzy set qualitative comparative. The favourability of an identification and love are reflected by the extent to which travellers and users positively regard the Airbnb website. Findings reveal the significance of the co-creation behaviour in enhancing the service attractiveness and perceived value. Important implications for tourism managers and researchers are highlighted.

Keywords: identity; website; co-creation behaviour; service attractiveness; experience; perceive value; identification; love; sharing economy; fsQCA; SEM.

DOI: 10.1504/EJIM.2025.150037

European Journal of International Management, 2025 Vol.27 No.4, pp.623 - 670

Received: 21 May 2020
Accepted: 18 Sep 2020
Published online: 22 Nov 2025 *

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