Laghaie, ArashFelip, Judit Escobairó2025-02-142024-01-252024-01-25http://hdl.handle.net/10362/178995In the dynamic landscape of the Portuguese market, Airbnb has emerged as a prominent player, witnessing substantial growth. However, recent legal challenges have underscored the need for a nuanced analysis to reinforce its market position. This study is dedicated to exploring the multifaceted realm of consumer preferences influencing accommodation choices, including pricing dynamics, location attractiveness, cleanliness standards, breakfast provisions, and considerations of trustworthiness. Employing a robust methodology, it integrates a thorough literature review, interviews conducted with regular consumers to gain deep insights into their booking behaviors and preferences. Followed by the creation of personas to encapsulate the diverse consumer profiles and preferences. Moreover, the study culminates in actionable recommendations aimed at enhancing Airbnb's market competitiveness. Additionally, it acknowledges the inherent limitations of the study and suggests avenues for further research to deepen our understanding of consumer behavior in the accommodation sector.engConsumer perceptionsMarketing researchConsumer behaviourConsumer preferencesmaster thesis203864441