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【MBA中國網(wǎng)訊】

Spillover Effects of Home Sharing on Local Markets: Evidence from Local Tourist Attractions

共享經(jīng)濟中房屋共享對本地市場的溢出效應(yīng)

——基于旅游景點的研究

講座時間：10月8日（周二）14:00-15:30

講座地點：25樓A區(qū)3C教室

主講人：劉勇教授

主講人介紹：劉勇教授現(xiàn)任美國亞利桑那大學艾勒管理學院市場營銷系終身正教授、艾勒講席教授。他的研究興趣包括創(chuàng)新創(chuàng)業(yè)、社交媒體、互聯(lián)網(wǎng)商業(yè)模式、第三方產(chǎn)品信息（尤其是消費者口碑和專業(yè)評論）、文化與媒體產(chǎn)業(yè)的市場戰(zhàn)略、大數(shù)據(jù)環(huán)境下的顧客分析與企業(yè)戰(zhàn)略、以及產(chǎn)品危機中的企業(yè)戰(zhàn)略。劉勇教授是在國際上最早運用開源數(shù)據(jù)系統(tǒng)地研究互聯(lián)網(wǎng)、社交媒體口碑和產(chǎn)品評論的學者之一。其研究成果發(fā)表在

劉勇教授現(xiàn)任頂級學術(shù)期刊美國《營銷科學》和《市場營銷》編審委員會成員、《零售研究》和《決策科學》副主編。他在社交媒體、互聯(lián)網(wǎng)口碑以及文化創(chuàng)意產(chǎn)品營銷方面的研究成果被美國《紐約時報》、《布魯博格新聞》和《商業(yè)周刊》等權(quán)威媒體報道，其研究項目獲得包括中國國家自然科學基金、美國沃頓商學院沃頓客戶研究中心 (Wharton CAI) 等組織的資助。

劉勇教授在國內(nèi)外包括亞利桑那大學、清華大學經(jīng)管學院、長江商學院、中歐國際工商學院、中國科學技術(shù)大學、上海財經(jīng)大學等多個EMBA和高管培訓項目中講授營銷戰(zhàn)略、創(chuàng)新創(chuàng)業(yè)、用戶洞察以及產(chǎn)品創(chuàng)新課程，曾獲得包括EMBA杰出課程獎、課程創(chuàng)新獎、最有價值教授 (Most Valuable Professor) 以及美國市場營銷科學學會 (Marketing Science Institute) 青年學者獎在內(nèi)的多個獎項。

講座內(nèi)容：Home sharing, as a key element of the sharing economy, has revolutionized the way people travel. This paper examines an important yet unexplored impact of home sharing on local markets: the spillover on local tourist attractions. We investigate how the entry and supply expansion of home sharing affect the popularity as well as consumer experience of the attractions. Using large-scale data of home-sharing properties and traveler reviews of local attractions, we leverage a quasi-experiment design based on variations in the timing of home-sharing entry and expansion across different attractions to estimate the spillover effects. The findings provide strong evidence that home sharing generates greater demand for local attractions through capacity expansion. This increase is particularly pronounced for high-demand attractions and during peak seasons, but is weakened in attractions which are surrounded by a higher concentration of traditional hotels. Further, home sharing elevates consumer experience at local tourist attractions, with the effect greater for high-demand attractions. These findings constitute a valuable addition to the literature on the sharing economy, platform-based markets, and destination marketing.