ABSTRACT
The COVID-19 epidemic affected all industries, but the hospitality sector was hardest hit as governments used social distancing to prevent outbreaks. Based on the insights of relationship theory, before social distancing became an essential behaviour spread globally, this study attempts to understand what factors influence love for Airbnb brand, how they are linked together, and how love for Airbnb brand could be beneficial to local business/market. This research focussed on 9 in-depth interviews with Airbnb hosts and 3 focus groups with 13 experts from short-term rentals companies in Prague (22 participants). The outcome of this study provides insights on love towards Airbnb brand, and based on this, it set a start point for deeper, beneficial connectivity between Airbnb users and local community. This research contributes to the expansion of literature about love towards Airbnb brand, its dimensions, and its main outcome. This study suggests that brand identity, communication and branding activities, service attractiveness, guest experience, perceived cultural value, satisfaction and reputation are dimensions of love towards Airbnb brand and have as main outcome love towards local community.