Value co-creation and co-destruction in the Airbnb sharing economy

Purpose This paper aims to develop a theoretical framework of value co-creation and value co-destruction of guest-host social practices facilitated through Airbnb in the sharing economy. Design/methodology/approach This paper makes use of a qualitative online content analysis to extract Airbnb data and to analyse guest reviews and host responses posted in the context of Malta. Findings A theoretical framework is proposed revealing six distinct themes of guest–host social practices and their sub-categories, resulting in a spectrum of dimensions of value formation. Research limitations/implications This paper collects data from Airbnb properties in Malta, with more narratives posted by guests, implying a dominance of guest views on value co-creation and co-destruction. Findings might have a limited transferability beyond similar sharing economy platforms and tourist destinations. Practical/implications The paper uncovers guest–host hospitality value creation practices, providing concrete examples as to what practices lead to distinct value formation or destruction. In addressing the lack of knowledge about value creation practices in the sharing economy, strategic implications are offered to the hospitality sector to understand the distinct value propositions Airbnb offers compared to traditional accommodation types. Originality/value The paper’s contribution is its theoretical framework of value practices of guests staying at Airbnb-listed accommodations, contributing to a better understanding of the distinct value propositions underlying collaborative consumption offers in the sharing economy.