Para além da relação provedor- consumidor: os princípios de cocriação e codestruição de valor entre comunidades turísticas e negócios de acomodações de curto prazo.

Abstract

The global society has increasingly experienced a consumption model based on a sharing economy of goods and services, where disruptive technological platforms have emerged across various sectors, becoming alternative channels for accessing diverse products. Among the leading platforms in the sharing economy are those offering short-term tourist accommodations, such as Airbnb. This business model generates diverse effects on the localities where it operates, ranging from positive impacts, such as increased economic activity in the region, to negative consequences, such as housing crises due to the shift of permanent residences to the short-term rental market. These impacts have been increasingly analyzed through an evolving approach in Marketing literature, the Service-Dominant Logic (S-D Logic), which establishes a narrative of value creation based on the integration of resources among all actors involved in the use of products. The S-D Logic framework has advanced the understanding of the community's role as a socio-economic actor involved in transactions and the importance of integrating intangible resources into the established value relationship. However, in an interactive value formation process, outcomes are not always positive for all parties. Given this context, this study investigates the principles of value co-creation and/or value co-destruction between short-term tourist accommodation businesses and the recipient tourist communities, namely Salvador in Brazil and Braga in Portugal. The analysis focuses on the real effects observed by the resident population, which directly influence their well-being. The investigation centers on residents as a non-consumer or non-user community in the interactive value process, thereby going beyond the provider-consumer relationship. The research adopts the foundational premises of S-D Logic as guiding constructs, coordinated by the implicated institutions and institutional arrangements, to assess whether the communities benefit from the proposed value or experience reductions in their well-being. To explore residents' perceptions of the operation of short-term tourist accommodation businesses, a qualitative, exploratory, and descriptive methodological approach was employed, using semi-structured interviews. The collected data were analyzed through content analysis. The focus on the well-being of the studied tourist communities revealed that each community exhibits unique characteristics regarding the phenomenon under investigation. Both in Braga and Salvador, principles were identified that enhance or diminish community well-being, whether specific to each context or shared. This study aims to contribute to advancing theoretical and scientific knowledge in the field. By understanding the principles of value co-creation and co-destruction between communities and businesses like Airbnb, it also offers practical and managerial contributions, including the potential development of mechanisms to sustain, create, and/or restore value for the resident populations in destinations hosting short-term tourist accommodation businesses.