New generation tourist typology: The example of Couchsurfing

The aim of this research is to determine the typologies of the members of the free accommodation network Couchsurfing(CS), which is accepted within the scope of the sharing economy. Accommodation based applications of the sharing economy have a significant impact on the tourism sector. Accordingly, it is important to understand and classify those who use these applications. The conceptual basis of this research is the sharing economy and tourist typologies. Since there is intense human interaction in CS, theories of social psychology (balance, interdependence and cognitive dissonance) were used. In this study, which adopted the hermeneutic paradigm, phenomenology was preferred from qualitative research designs. Primary data was obtained by interview technique, and secondary data was obtained from blog pages, vlog contents and CS member information. Content, descriptive, systematic and inductive perspectives were adopted in data analysis. As a result of this research, five different type were identified as utilitarian, cultural individualist, cultural ambassador, idealist and social. Due to the cultural context, the research is limited to Turkish CS members. Typologies were identified in the context of online and offline behavior, motivation, interaction, experience, and personality traits. With a social psychological perspective based on intense human interaction, the concept identified in CS is indirect reciprocity. This concept states the mediatory role of the destination together with the CS platform in the relations established between members. The tourism industry should evaluate the traditional and the sharing economy together and develop service processes for the new generation tourist types with a hybrid model.