Which appeals (ethos, pathos, logos) are the most important for Airbnb users to booking?

Purpose This paper aims to explain a guest’s purchase decision in Airbnb from the perspective of Aristotle’s appeals. In host-created information, the authors investigate which information appeals are significantly considered by guests. Design/methodology/approach It is hypothesized that a guest’s purchase would be affected by the host-created information’s ethos, pathos and logos. Findings For the ethos, the super host badge and host review...