Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading?

Highlights

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  Home sharing is touted as the future of marketing and tourism in the sharing economy.

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  Framework-based systematic review using the ADO and TCM frameworks is performed and state-of-the-art overview of home sharing in marketing and tourism is presented.

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  Antecedents, decisions, and outcomes of marketing exchange in home sharing are discussed.

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  Theories, contexts, and methods of home-sharing research in marketing and tourism are presented.

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  Pathways for theoretical novelty, contextual relevance, and methodological rigor are outlined.

Abstract

The proliferation of home sharing in the extant marketing and tourism literature has only been accelerated in recent times due to the emergence of the sharing economy. This paper contends that it is now an opportune time to pursue a stock take of existing knowledge in order to guide future marketing and tourism research on home sharing. Therefore, the goal of this paper is to review and propose an agenda for home sharing from a marketing and tourism perspective. Through a framework-based systematic review, this paper offers an organized, retrospective view of the antecedents, decisions, and outcomes (ADO) of home sharing in marketing and tourism. The paper also provides a snapshot on the theories, contexts, and methods (TCM) employed to gain this understanding before concluding with a discussion on the extant knowledge gaps and the ways in which these gaps could be addressed through pertinent ideas for future marketing and tourism research on home sharing.