Symbolic Designs in P2P Accommodations: Enhancing Guest Civility through Homeliness Perception

The rapid expansion of peer-to-peer accommodations has revolutionized the hospitality industry, yet understanding the social dynamics that underpin the host-guest relationship remains limited. Existing research has neglected the social-oriented aspects of P2P accommodations, particularly guest civility—considerate and respectful behavior toward hosts—which is vital for sustaining the sharing economy model. This dissertation addresses this gap by examining how symbolic designs establish territoriality in homeliness perception that communicates social norms deriving from the host’s identity and power, which influences guest civility in P2P accommodations. Drawing on theoretical frameworks such as the theory of planned behavior, social influence theory, and social exchange theory, this dissertation explores how these design elements shape guest civil intention through territorial homeliness perception.

In Chapter 3, semi-structured interviews with hosts and guests revealed that both parties share similar understandings of private home norms. When online symbolic designs—such as home descriptions about host supervision, host profiles, house rules, and pre-stay approval processes—align with the private home schema, guests develop stronger civil intentions. In Chapter 4, a mixed-method approach showed that inhabitation perception (formed through inhabitation design elements) and hospitality perception (formed through hospitality design features) both positively affect guest civil intention. Perceived uncontrol mediates the relationship between inhabitation perception and guest civility, as reduced autonomy leads guests to conform to social norms. In Chapter 5, an experimental study demonstrated that host-led narrative designs (e.g., welcome baskets) enhance guest civil intention by increasing perceived inclusion, while guest-led narrative designs (e.g., guestbooks) moderate this effect.

By examining how symbolic designs communicate social norms that shape guest civility, this dissertation advances theoretical understanding across the three pillars of customer behaviors, accommodation designs, and accommodation experience. It reframes guest civility as a social-oriented outcome, identifies design elements as symbolic cues, and redefines homeliness as a territorial perception. These insights not only deepen the understanding of the host-guest relationship but also offer practical guidance for hosts and platforms, ultimately fostering trust and sustainable growth of P2P accommodations.