Wizerunek Airbnb kreowany online
The image of Airbnb created online

Summary/Abstract: The purpose of the article is an attempt to identify the activities focused on creating an online image through a platform used as an intermediary in the exchange of Airbnb accommodation services. For this purpose the method of qualitative content analysis (including elements of quantitative analysis) was applied, whereas a description was the technique used in the analysis. The image oriented activities of Airbnb were compared with those of its major rival, i.e. HomeAway platform. The research results indicate that Airbnb creates itself as the competitor of the largest hotel groups, the sector leader and social media entity taking care of social and natural environment, offering fair value of its services against their quality, friendly and functional for its users. Despite the fact that the applied method presents certain limitations, the obtained results still remain useful and can be taken advantage of in the process of an organization image management.

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