86. Cosmopolitan tourists in P2P accommodation An exploratory study of online reviews on airbnb

Casais, B., & Cardoso, C. (2025). Cosmopolitan tourists in P2P accommodation: An exploratory study of online reviews on airbnb. Tourism and Hospitality Research, 25(3), 375–386. https://doi.org/10.1177/14673584231218105This article explores how cultural background shapes (or fails to shape) online reviews in peer-to-peer (P2P) accommodation, focusing on 775 Airbnb reviews from guests of 32 countries staying in two properties in Lisbon and Porto. Using Hofstede’s dimensions of Individualism–Collectivism and Masculinity–Femininity, the study compares review content across 12 culturally representative countries. The findings reveal a striking homogeneity: cultural values do not significantly influence what guests write about. Across all groups, Location, Amenities, and Host interaction were the most frequently mentioned aspects. Some stylistic differences emerged—individualistic guests tended to write longer, more detailed negative comments, while collectivist guests wrote shorter and more socially cautious reviews—but overall patterns remained similar. Likewise, masculine and feminine cultures showed no meaningful divergence in content. The authors argue that the dominance of cosmopolitan tourists in P2P accommodation helps explain this uniformity, as experienced global travelers adopt a shared “Airbnb reviewing culture” that overrides national cultural norms.