Sharing Economy Impact on Regional Tourism Systems: Case Study of Micro Accommodation Operators in Regional Australia

Abstract

Tourism regions find micro tourism accommodation has grown significantly with growth of sharing economy online platforms. Tourism regions are complex adaptive systems (CAS) often dominated by large numbers of micro enterprises. Here peer-to-peer micro-enterprises share underutilized tourism services and assets, sustained by innovative online marketing platforms. Globally capturing sizeable market shares, this fast growing ‘sharing economy’ finds micro-tourism services fuelled by low entry costs and internet community support. Adopting a relational model, this qualitative case study explores tourism micro accommodation engagement in regional CAS management initiatives for destination development. Regional experts and micro accommodation operator interviews help understand how and why tourism micro-enterprises engage in local development initiatives. Qualitative data analysis elicits factors influencing micro enterprise CAS engagement. Results from three regional cases find tourism accommodation CAS disrupted by large numbers of peer-to-peer micro-enterprises using global platforms such as Airbnb. This study provides important clarity to academia and policy makers in understanding operator interest in regional collaborative marketing and development initiatives.