Research Analysis Questions

by profcomsharedeconomy

swatWhat do you already know?
We have a general understanding of the issue and the companies involved.
Where are the gaps in your team knowledge?
There is a lack of understanding surrounding the specific laws and regulations relating to the issue. Moreover, there is a gap in knowledge relating to the specific details.
What do you still need to find out?
Specific laws
Global differences (each country has different regulations)
Past issues and problems
Why there is a such an issue relating to shared economy
How will you do this?
Through in-depth research and looking at different artefacts relating to shared economy.

Shared Economy Research Questions

What is it about? Shared Economy is also known as collaborative consumption and is “a trending business concept that highlights the ability for individuals to rent or borrow goods rather than buy and own them” http://searchcio.techtarget.com/definition/sharing-economy
What are the key terms of the debate?
Who is involved? Traditional business owners e.g. taxi companies and the tourism business; Consumers; local and federal governments that regulate the industries; the companies that use shared economy e.g. Uber and AirBnB; Community members where the business operates
Who are the interest groups? The traditional business owners, the community members against the companies and the companies that use shared economy services.
What is the problem? With AirBnB services there is a tax problem as you don’t have to pay tax when using their services but with other hotel or tourism companies you would have to. It exacerbates many economic inequalities. A lot of people believe that services such as AirBnB and Uber are not really shared economy because you have to pay for the services so it is not really sharing skills, information, knowledge and/or assets with each other in a way that creates additional value for everyone.
How does the case study relate to the wider terms for the debate? AirBnB is an example of how a company is using shared economy to make a profit. It allows for people to rent out their services, such as their homes, and therefore contributes to the issue as it affects the traditional tourism industry.
Can you find other stories related to this issue? Uber’s introduction into Melbourne and being made ‘illegal’ → Uber was outlawed in Melbourne after Melbourne drivers were found guilty of driving a hire car without a license or accreditation by a Melbourne magistrate.

 

REFINED RESEARCH – 29/4/2016

Shared Economy Research Questions

    • What is it about?
      • Shared Economy is also known as collaborative consumption and is “a trending business concept that highlights the ability for individuals to rent or borrow goods rather than buy and own them” http://searchcio.techtarget.com/definition/sharing-economy;
      • AirBnB is a company that began in 2008 in San-Francisco and now rents out places in 34,000 cities and 191 countries. It describes itself as ‘a trusted community marketplace for people to list, discover, and book unique accommodations around the world” → https://www.airbnb.com.au/about/about-us
      • The issue itself revolves around the rapid growth of AirBnB services and how this affects communities and the tourism industry.
      • The issue also discusses the problem with properties being illegally rented out or rented out without the landlord’s knowledge/permission
  • What are the key terms of the debate?
    • Arguments for AirBnB
      • You can stay in unique places
      • Cheaper for consumers
      • Allows people to rent out their rooms to make a profit
    • Arguments Against AirBnb
      • Tax rates for AirBnB is calculated differently
      • It increases income inequalities as those who are able to purchase property have the ability to make more money whilst those staying in these places are forced to pay
      • It can be damaging to existing tourism companies
  • Who is involved?
    • The tourism industry
      • Tourism Accommodation Australia→ launched a campaign against the online short term accommodation providers with a submission that will go to federal, state and local governments as well as to the federal opposition’s inquiry into the sharing economy; recommends the introduction of  model legislation, agreed by all governments, that would require the registration of accommodation that is let on a commercial short-term basis.  
      • Tourism Victoria → working with AirBnB to promote Melbourne’s middle and outer suburbs, such as Fitzroy and St. Kilda, in order to encourage tourism in non-traditional areas.  
    • Consumers of the AirBnB services
    • Local and Federal governments that regulate the industry
      • The Australian Tax Office – want to ensure that Airbnb users (hosts and guests) are following tax laws
      • Richard Colbeck, Minister for Tourism
    • AirBnB
    • Community members where the business operates
    • The Hosts that rent out their properties
    • The Landlords who own the buildings where rooms are being rented out
  • Who are the interest groups?
    • AirBnB; including the Hosts and consumers
    • Tourism Industry
    • Landlords of building that have rooms rented out
    • Government; tax regulators and investigating illegal renters
  • What is the problem?
    • With AirBnB services there is a tax problem as you don’t have to pay tax when using their services but with other hotel or tourism companies you would have to.  
    • It exacerbates many economic inequalities.
    • A lot of people believe that services such as AirBnB and Uber are not really shared economy because you have to pay for the services so it is not really sharing skills, information, knowledge and/or assets with each other in a way that creates additional value for everyone.    
  • How does the case study relate to the wider terms for the debate?
    • AirBnB is an example of how a company is using shared economy to make a profit. It allows for people to rent out their services, such as their homes, and therefore contributes to the issue as it affects the traditional tourism industry.
  • Can you find other stories related to this issue?
    • Uber’s introduction into Melbourne and being made ‘illegal’ → Uber was outlawed in Melbourne after Melbourne drivers were found guilty of driving a hire car without a license or accreditation by a Melbourne magistrate.  

 

 

INDIVIDUAL ARTEFACT RESEARCH – 29/4/2016

Artefact Questions

  • What is the story being communicated?
  • What are the practices involved in putting the story together?
  • What are the disciplinary principles at work in the story? (news values, stakeholder interests, materials, format, medium and channel)
  • Who does the story address?
  • Who is it talking to?

 

News story Artifact – Isabella

  • ‘Europe cracks down on AirBnB: Paris, Berlin seek to keep room-sharing out-of-towners from displacing locals’ in USA Today by Elena Berton and Katharina Wecker
  • What is the story being communicated? European cities such as Paris and Berlin are set to decrease the number of short-term renters in their cities using shared economy services like AirBnB.  European cities are establishing offices to regulate short-term rentals, whilst the hotel industry has called for a crackdown on room-sharing.   New laws and regulations set by Governments are angering homeowners who say that they have the right to rent out their properties.  
  • What are the practices involved in putting the story together? Reactive journalism is being used, as the authors are responding and reporting on the issue.  
  • What are the disciplinary principles at work in the story? The news values that are at work in this story are: Impact, because the outcome of the story affects community members and consumers, Timeliness, because it is a current story, however it is also reporting on incidents that have happened in the past, Prominence, because in involves government officials and private companies, Conflict, because there is a conflict between the governments and private companies like AirBnB, and Human Interest because it focuses on a new issue that involves a company like AirBnB which is becoming more well-known and more utilised within the public.
    • Format: Article
    • Medium: USA Today website
    • Channel: Print on Internet
  • Who does the story address? The story addresses the governments of Paris, Berlin and Barcelona who are proposing the new laws and regulations and also the room-renting companies like AirBnB that have caused the issue.
  • Who is it talking to? Because the article was published in USA Today, the general public of the story is Americans rather than Europeans where this particular issue is taking place, however it highlights to an American audience how a San-Francisco based company like AirBnB is being perceived overseas.  

 

Advertisement – Alyssa

‘Don’t Go There. Live There.’ – https://www.youtube.com/watch?v=1AtjOKph7-k

  • What is the story being communicated?

The advertisement is saying that Airbnb offers a service that is unique, encouraging prospective travelers to use their services as opposed to tourist hotels. They are promoting the idea of living in different places and experiencing what it’s like to be a part of the local community as opposed to simply staying at hotels and visiting tourist hotspots. It is used to communicate to the viewer that this type of experience will offer them a far better trip, therefore encouraging them to use Airbnb’s services.

  • What are the practices involved in putting the story together?

The advertisement utilises the act of storytelling to promote its services to the viewer. By creating a little story and showing potential customers just what their next holiday could be like, Airbnb hopes to persuade them to use their products. It is therefore using the soft sell approach, using emotion to attempt to persuade audiences.

  • What are the disciplinary principles at work in the story? (news values, stakeholder interests, materials, format, medium and channel)

This ad is one made to be shown on television, showcasing it to a wide variety of people. It is more of a novelty piece as it does not address any current issues but instead appeals to people’s desires to travel and experience different parts of the world. It does not communicate any facts with the audience as this is not its purpose however it does tell a story to the viewer in hope to draw them in and make them remember the ad. –

Medium = Television Advertisement

Channel = Internet, television

Materials – Video

  • Who is it talking to?

As this is a television advertisement it is most likely aimed at members of the general public who may have a love for travel or may be thinking about travelling in the near future. Potential customers may relate to the story and may agree that the typical holiday at traditional hotels is inferior to the service provided by Airbnb, therefore convincing them to at least look into what it has to offer.

  • Who does the story address?

The ad simply addresses these potential customers as they are the target audience for the campaign. Its main goal from advertising is to gain awareness and profit for the brand therefore targeting those who may use their services in the future is going to best achieve their goal.

 

Media Artefact- Taras

‘AirBnB: The Hotel Disruptor Unconstrained by Real Estate’ by Bloomberg Television- https://www.youtube.com/watch?v=GyXWEb9N4Sc

What is the story being communicated?

The story outlines the way in which AirBnB is changing and essentially damaging the hotel industry. It outlines the growth of AirBnB and how it is unconstrained by the limits of real estate or capital and is therefore growing extremely rapidly. The growth is at the expense of the hotel industry. The statistics of AirBnB are compared to that of the large hotel companies such as the Marriott and the Hilton.

What are the practices involved in putting the story together?

This artefact is an example of a product of the media discipline and therefore involves the practice of media. The practice of media is particularly evident in the creative visual graphic aspects of the video. The practice of journalism could have been involved in the process of producing the story due to the extensive research and fact based evidence portrayed in the video.

What are the disciplinary principles at work in the story (news values, stakeholder interests, materials, format, medium and channel)

  •   News values: conflict, currency, prominence, timeliness, impact
  •   Stakeholder interests: conflict between AirBnB and hotel industry and growth of AirBnB
  •   Materials: camera, editing facilities
  •   Format: animated video
  •   Medium: media
  •   Channel: television

Who does the story address?

AirBnB and also the Major hotel businesses including Marriot, Hilton and Starwood.

Who is it talking to?

It is talking to the general public, particularly those concerned by the potential downfall of the hotel industry or those interested in the implications of the shared economy.

 

Press Release – Gen

 https://www.tourismaccommodation.com.au/wp-content/uploads/2012/08/TAA-MR-on-illegal-share-accommodation-July-15.pdf

Tourism Accommodation Australia calls for government action on unregulated short‐term accommodation to stop ‘sharing’ economy from becoming a ‘taking’ economy”

  • July 20th 2015, TAA
  • What is the story being communicated?

This press release addresses the perceived issues of “sharing economy” as identified by Tourism Accommodation Australia. Tourism Accommodation Australia states that unregulated short term accommodation is putting guest’s safety at risk, threatening jobs and contributing nothing to Australian economy. The purpose of this press release is to outline the reasons for which Tourism Accommodation Australia is pressuring all levels of the Australian Government to introduce legislation regulating the industry. Furthermore it highlights the TTA’s expectations regarding the extent of the intended regulations.

  • What are the practices involved in putting the story together?

This is a Press Release, which is a feature of the Public Relations discipline, and would be most accurately classified as “Community Engagement” which outlines the company’s approach to “Public Affairs/Government Relations”. A Press Release fulfils a combination of Organizational Needs and News Values.

  • What are the disciplinary principles at work in the story? (news values, stakeholder interests, materials, format, medium and channel)

News Values: Conflict, Human Interest, Impact

Organizational Needs: Situational Analysis, Research, Goals and Objectives, Target Publics, Key Messages, Organisational Strategy

Stakeholder Interests: Impact on economy and employment, tourism industry (implications relating to maintaining ongoing quality).

Format: Press Release

Medium: TAA Website

Channel: Internet

  • Who does the story address?

It addresses unregulated accommodation providers (specifically AirBnB) as well as Federal, State, Territory and Local Governments, Former Federal Tourism Minister (current chair of TAA) Martin Ferguson.

  • Who is it talking to?

This press release is targeted at figures in the tourism industry, employees of the tourism industry, unregulated accommodation providers (both resident landlords and non-resident commercial landlords).

 

Journalism – Elliott

http://search.proquest.com.ezproxy.lib.rmit.edu.au/docview/1654928248?OpenUrlRefId=info:xri/sid:primo&accountid=13552

What is the story being communicated?

  •   Services such as Uber and Airbnb are creating tax regulation issues within Australian governments, and around the world.
  •   It is difficult to regulate and police the tax regulation issues
  •   Uber has become a threat to the taxi industries
  •   Overall the article gives many opinions and voices from different people surrounding the issue of ‘shared economy’ in relation to the examples of Uber and Airbnb and explains how and why tax regulations and law implementations are difficult to enforce and monitor.

What are the practices involved in putting the story together?

Journalistic reporting

What are the disciplinary principles at work in the story (news values, stakeholders interests, materials, format, medium and channel)?

News values

  •   Timeliness
  •   Proximity
  •   Impact
  •   conflict

Stakeholders interests

  •   Governments (and their agencies)
  •      the community from which the business’ draw their resources.
  •      Participants within the businesses

Materials

  •   Statistics
  •   opinion

Format

  •   report
  •   doesn’t break the story

Medium

The age

Channel

Print

Who does the story address?

This article was written for the purpose of informing the general public.

Within the story we hear opinions and comments from:

  •   Airbnb’s Australian country manager, Sam McDonagh
  •   Monash University professor of economics and former ACCC commissioner, Stephen King
  •   Australian Taxi Industry Association chief, Blair Davies
  •   Graeme Samuel, former ACCC boss and chairman of the Victorian Taxi Services Commission
  •   The Grattan Institute’s, Jim Minifie

Who is it talking to?

Not directly at Airbnb or Uber, more informing on the situation and the problems that can arise from sharing economy.

 

ARTEFACT IDEA RESEARCH- 29/4/2016

Journalism

    • Who are the people who embody the different sides of this issue? On side is AirBnB and the Hosts and the other side is government officials and the tourism industry
    • Put a human face on it?  
      AirBnB CEO Brian Chesky

AirBnB Country Manager for Australia and New Zealand Sam McDough
Australian Hotels Association chief executive (CEO) Stephen Ferguson
Better: Carol Giuseppi CEO of Tourism Accommodation Australia

ATO deputy commissioner James O’Halloran
Richard Colbeck, Minister for Tourism

Ian Haines – AirBnB Host (https://www.airbnb.com.au/rooms/3500156)
(Interview with ABC http://www.abc.net.au/radionational/programs/blueprintforliving/hotel-industry-cries-foul-over-airbnb/6323358)

      • Whose voice is excluded from the journalistic coverage of this issue you have uncovered so far? The Landlords of the building who don’t know their rooms are being rented out
      • What perspective is not well represented?  The landlords and community members who are against shared economy services
      • Who could speak for this side of the issue? The government officials in charge of regulating rental properties and tax regulations.  Local government members can speak on behalf of their community
      • What publication or news outlet would this story suit? Depending on what angle you take articles on this issue could appear in Lifestyle magazines or national newspaper publications such as the Age and the Herald Sun
      • Who is their audience? Community members who are both for and against the issue
      • What kind of media would you use to tell the story? You would use news articles
      • What and who would be your sources? The AirBnB country manager and the AHA CEO; also various government officials

 

Advertising

      • Who are the stakeholders? Government officials, AirBnB, Hosts, community members for and against sharing economy, hotel business owners

 

  • How effectively are they communicating their position? AirBnB is not responding to the issue
  • Who is not communicating their position effectively?
  • Who is not represented? The landlords
  • What do they want to say? – formulate your communication message as a single statement USP (unique selling proposition) or SMP (single-minded proposition). These are different terms for the same thing.
  • Who do they want to say it to? – describe the target audience by thinking about demographic and psychographic profiles (more info week 9 seminar)
  • Where are they going to say it? – think about which media platform(s) your target audience would engage with.

 

PR

    • Who are the stakeholders? – Airbnb, hosts who use Airbnb to make money, Government officials, Members of the community for and against its use, traditional tourism businesses
    • How effectively are they communicating their position? – Airbnb is ignoring issues present and simply offering their service to public, Government officials are meeting up/discussing the regulations surrounding it but not necessarily implementing anything (Federal Gov’t)
    • Who is not communicating their position effectively? – Airbnb has not commented however their position is fairly clear
    • Who is not represented? – the hosts who will lose vital profits if the service is made illegal
    • What does the stakeholder needs to achieve (objective)?  – Airbnb’s objective is to make a profit, the tourism industry hopes to regain their position in the tourism industry, Government hopes to maintain order and tax revenue levels
    • What does this stakeholder want to say (key messages)? – Airbnb wants to say that their service should still be used, presenting its benefits
    • Who do they want to say it to (target publics)? – Target public is both consumers who need to be reassured and also government who they hope to convince to change regulations
    • Formulate their key messages in a series of statements. How can they reach this public?  – The company has benefits to the economy, Offers a unique experience for travelers, is not against the law

 

Media

    • Is any part of this issue particularly rich in source materials (media, persons) that could be used to tell the story?
    • How would you distribute the story?

Social Media, TV, Radio, Print media.

    • How is the choice of medium, materials and distribution reflected in the way you want to tell the story?
    • Are there ways to make this story relevant for a Melbourne context?

The Share Economy: Airbnb and tourism business disruption

To clarify: with our 4 proposals for below, should emphasis be on “sharing economy” rather than AirBnB?

 

 

FINALISED ARTEFACT IDEAS – 3/5/2016 (SUBJECTED TO CHANGE, SEE MEETING NOTES FOR MORE)

PR

  • AirBnB responding to the issue in press release (belonging to the Sharing Economy makes travel more accessible to those with lower budget)
  • The top AirBnB hosts in Australia
  • TAA launches campaign featuring “real Aussies” who are/could be negatively impacted by “sharing economy”. (Taxi Drivers, People who work in hotels, people who own small motels)
  • Event:

 

Media

  • Roundtable discussion with the important players involved in the issue including; AirBnB Country Manager for Australia and New Zealand Sam McDough, Carol Giuseppi CEO of Tourism Accommodation Australia and Minister for Tourism Richard Colbeck
  • 20-to-1 style show about “most inconceivable things to happen in the share economy businesses (uber, airbnb)” featuring a combination of horror/success stories of real-life users. Eg. “I stayed with a celebrity in their home through AirBnB” or “My Uber driver intercontinentally kidnapped me”.

 

Advertising

  • Tourism Accommodation Australia creating an ad that is against AirBnB by highlighting horror stories
  • Tourism Victoria using AirBnB to promote Melbourne’s inner and outer suburbs
  • “The Sharing Economy: Because everyone deserves to expand their horizons.” – sharing economy has ability to make travel more accessible by making it cheaper (AirBnB, Uber) (we could also do a campaign on how this would not only be beneficial for the economy by bringing in tourists, but from the position that it can improve australia by making citizens more worldly)

 

Journalism

  • Angle on behalf of the Hosts and why they need AirBnB services to get an average income —> http://www.businessinsider.com.au/airbnb-is-pushing-for-national-rules-on-holiday-rentals-2015-7
  • “Collaborative Consumption: An assault to the economy or another avenue for bureaucratic control?” – Article based off interview with 2 oppositional major players in debate wherein both answer same(ish) questions.
    “Why does australia need the sharing economy?”
    “Why doesn’t australia need the sharing economy?”
  • Article discussing the hypocrisy of the victorian government in banning uber but supporting AirBnB- lack of clear contention regarding the shared economy.

Furthermore, Uber, Airbnb and other companies have had drastic effects on infrastructures such a road congestion and housing. Major cities such as San Francisco and New York City have become even more congested due to ride sharing. According to transportation analyst Charles Komanoff, “Uber-caused congestion has reduced traffic speeds in downtown Manhattan by around 8 percent”

 

Prof Comm Pitches

Media – Documentary

Working title – “What’s yours is mine”

Genre – Documentary

Rationale/Angle –

A report released in February has revealed that Airbnb had removed over 1,000 New York City listings in attempts to alter the data on a public report on its user base.

The report’s authors, Murray Cox and Tom Slee state that it was a “one-time targeted purge” designed to “paint a flattering picture” of the business after recent controversy surrounding the businesses tax regulation.

This listings cull served to create the illusion that 95 percent of Airbnb property owners had only one listing on the site.

The report suggests that the removal of listings was designed to combat the claims that the site knowingly profits off of landlords who rent multiple properties on the site as a way to skirt short-term rental laws.

This documentary will delve into the world of the economical black market, exploring the complicated facets of the sharing economy.

Outline –

What’s yours is mine: the reality of the share economy.

House sharing company, airbnb claims that the vast majority of their hosts are everyday people who have just one listing and share their space a few nights a month to help make ends meet.

The reality of this situation is that people are purchasing properties purely for profit, monopolising the economy and evading tax regulations.

Our documentary will look at four of the most popular and profitable listed properties available through AirBnB, relevant to the four following categories:

  • The highest rated property (relative to the “highest rating:number of guests” ratio)
  • The most profitable property per annum
  • The most expensive property per night
  • The most frequented property per annum

Through interviews with the owners of these properties, real estate and housing experts as well as other relevant figures, this documentary will explore the uses of these properties aside from AirBnB accommodation and the controversial ‘Whys?’ of the collaborative consumption and its effects on the economy.

Primary and Secondary Research: Specific research that backs up your idea

Project Illustration

  • Visual/audio material to illustrate the story or a written storyboard for a trailer, episode etc.

Requirements and Resources

Legal and ethical considerations → We have to be careful to film the documentary in a way that is not perceived as a ‘slander campaign’ because otherwise that puts at risk of AirBnB suing us for defamation.  We need to make sure that all the people we interview are comfortable with dealing their story and that they sign contracts allowing us to use their stories for commercial use. We also need to get clearances for any music, pictures, artwork etc. that we may use.  

  • Proposed Schedule → We believe that roughly it would take 3 months in the beginning to organise the logistics of filming the documentary, and receiving confirmation from the people we would ideally like to interview.  The actual filming of the content may take anywhere from 6 months to a year to film and edit. This time frame would also have to take into consideration the hosts  schedule, for example the house that is the most stayed at per annum will most likely have a busy schedule and it may be hard for them to fit us in.  
  • Rough Budget → We believe that roughly the budget would be $100,000, which would include the expenses for our film crew to stay in the AirBnB residences. However, as a compromise we could reduce our budget to around $70,000 which would not include actually staying in the residences.

Advertising

PART 1: Strategy – your advertising pitch should address the following qs (wk 8)

  • Who is your client? Tourism Accommodation Australia. They are against the recent popularity of using share economy providers like AirBnB and have previously launched a campaign against the online short term accommodation providers with a submission that will go to federal, state and local governments inquiring into the share economy.
  • What do they want to say? When you are on holiday should be able to treat yourself, rather than staying at someone else’s ‘home’ and having to do chores e.g. Making beds, cooking dinner, doing the dishes, doing laundry etc.
  • Who do they want to say it to? Travellers. Through research we identified that main age groups that use AirBnB services are 16 to 24, 25 to 34 and 35 to 44 however it is fairly well used within all age groups over 16. . Therefore the ads will be targeted towards these traveller demographics.  { Interest in renting accommodation through services such as Airbnb worldwide as of May 2014, a. (2016). Interest in services such as Airbnb worldwide by age 2014 | Statistic. [online] Statista. Available at: http://www.statista.com/statistics/298996/interest-in-services-such-as-airbnb-worldwide-by-age-group/  [Accessed 18 May 2016]. }
  • Where are they going to say it? Banners on flight websites. Due to the idea that most people look at flights before they look at accommodation, we would strategically target this audience by placing our ads on these flight booking websites.  

 

NOTE: consider the inclusion of a key ‘supporting evidence’ research finding/insight to substantiate each answer, as this will give your strategy a credible context

PART 2: Creative idea (wk 10)

  • Written descriptive narrative or key bullets points
  • In addition, storyboard for TV/video ideas (either key frame max 6 frames)
  • Basically, the objective  to present your idea clearly and simply

The advertisements we are suggesting are banners posted onto flight websites such as webjet and flight centre. They will be multiple different ads and each will depict travellers undertaking a different everyday household chores such as vacuuming, making the bed, unloading the dishwasher, handing out laundry, cooking and emptying the bins. This will be sped up in order to ensure that the lopped banner is short and sharp.

Following this action, a piece of text will pop up using the phrase “Holidays aren’t for housework”. The text will fade, revealing different slogans that represent and relate to the demographic of each service.

These slogans will include:

  • Hotel
  • Hang out in a Hostel
  • Unwind at an Inn
  • Take a break at a backpackers lodge
  • _ Motel
  • Relax in a Resort

Placing these on the different flight websites relating to the demographic being targeted in each will allow the you to encourage people to use traditional services before they even start looking at accommodation.

Fast forwarded scenes of people doing chores.

(making a bed) (unloading a dishwasher) (hanging out laundry) (vacuuming) (cooking)

(emptying the bins)

Holidays aren’t for housework.

Hang out in a Hostel

Unwind at an Inn

Take a break at a backpackers lodge

Relax in a Resort

SUPPORTING EVIDENCE:

http://www.tourismaccommodation.com.au/airbnb-needs-to-be-seen-for-what-it-is-an-unregulated-operation-that-supports-neither-jobs-or-the-economy/

TAA press release: ‘Airbnb needs to be seen for what it is- an unregulated operation that supports neither jobs or the economy’

  • A press release produced by TAA indicating its aversion to Airbnb due to its implications on the economy, particularly the tourism industry. TAA expresses the need for regulation as Airbnb currently does not meet necessary obligations imposed on the traditional tourism industry.

http://www.hotelmanagement.com.au/2015/02/11/taa-hotels-need-fight-back-airbnb/

Hotel Management article: ‘TAA: hotels need to ‘fight back’ against Airbnb’

  • An article released by Hotel Management that outlines TAA’s stance regarding Airbnb. The article indicates that TAA believes that the hotel industry needs to ‘fight back’ against Airbnb due to the regulation discrepancies.

 

Why does the ad need to be made?

TAA represents the needs and interests of operators within Australia’s accommodation industry, in particular the traditional hotel industry. Therefore, the TAA views Airbnb as damaging to the hotel industry and would consequently be motivated to produce an advertisement that deters travellers from using Airbnb and to opt for a traditional form of accommodation.

Supporting evidence:

In order to support this claim we sourced a number of examples of evidence for the motivation for the TAA to produce such an ad. This includes a press release produced by the TAA titled ‘Airbnb needs to be seen for what it is- an unregulated operation that supports neither jobs or the economy’, an article by Hotel Management titled ‘TAA: hotels need to ‘fight back’ against Airbnb’ and also the twitter account of the TAA.  All of which indicate the TAA’s aversion to Airbnb due to its implications on the economy and the tourism industry. Also all examples of supporting evidence indicate the TAA’s criticism of the regulation discrepancies between Airbnb and traditional hotel businesses, which would also be a motivating factor in producing such an ad.

 

 

 

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