SEDUCTION NARRATIVES: AIRBNB AND THE CONSTRUCTION OF TOURISM IMAGES OF TOURISM DESTINATIONS

In recent years, collaborative economy platforms are contributing, through user-generated content, to the projection of the image of destinations. It is an under-analyzed process, so we develop a qualitative analysis of the content of Airbnb guides, co-created by the hosts and the company in 605 neighborhoods in 23 cities worldwide. By categorizing the attributes of the image projected in these guides, a primarily commercial proposal of spaces and communities in these destinations is verified, contradicting the company's sustainable rhetoric.