Understanding the impact of host facial characteristics on Airbnb pricing: Integrating facial image analytics into tourism research

People rapidly and subconsciously process information from facial images. On sharing economy platforms, cues can provide a useful supplement to other provided by reputation systems. Previous small-scale, rater-informed studies examining trust attractiveness based on features Airbnb found mixed support for impacts pricing. We re-examine their impact using deep learning classify host faces an extensive data set of accommodation in 10 US cities ( n = 78,215). Together, contribute almost 5% increase prices accommodation. also test Gray's theory motivation via the examination pricing different types accommodation, finding that is more important situations smaller shared with strangers. The paper concludes limitations implications research practice.