Exploring the growth of couchsurfing as a new niche market

Abstract

Couchsurfing (CS) forms part of a global hospitality exchange network which continues to gain ground across several nations and generations. It consists of an online platform where prospective ‘couchsurfers’ communicate with hosts in hopes of finding an authentic local home to accommodate them during their travels. For post-modern tourists who are dissatisfied with hotel and hostel accommodation, and are furthermore prepared to take whatever type of sleeping arrangement the host may offer, Couchsurfing provides a new, and financially viable, alternative. In addition, there are members who use Couchsurfing simply for contact with locals, and meet with them through publicly organised activities.

This study seeks to take a deeper look into the local Couchsurfing scene. Through immersing herself in Couchsurfing culture, conducting empirical research and a field study, the researcher sought to uncover Malta’s interest in Couchsurfing and the extent of local activity within this niche market. The research methods used include an analytical review of available literature, one-to-one interviews with active Couchsurfing members in Malta, and an online survey targeting couchsurfers from across the globe. The response to the research was positive and the study is considered to have been successful.

At its core, this study unearthed a great desire for a Couchsurfing travelers to feel they have attained an ‘authentic’ experience , through living and/ or communicating with locals in their environment. Additionally, one prominent finding was that there are various different motivations for joining CS. It appears that the main underlying factor pushing travelers and locals to join such a platform is the natural human drive toward reciprocity, and a progressive movement from a more artificial form of tourism, to a more personal – and budget-friendly – form of post-modern travel.