Title of Paper

The relationship between short-term rentals and destination marketing

Author Bios (50 Words for each Author)

Yutong Han is a Ph.D. student in the HTM Department at Virginia Tech, class of 2026. Her research interests include strategic management, strategic marketing, and information technology in tourism.

Abstract (150 Words)

Short-term rental platforms and their hosts are a new type of stakeholders in the puzzle of destination marketing and management. The prominence of short-term rentals among travelers challenged destination decision-makers as these platforms often did not follow rules and regulations to safeguard tourists and steer tourism development. Indeed, the relationship between short-term rentals and destination marketing organizations, particularly in developing a cohesive destination image, has not yet been fully understood.

In this study, we aim to investigate the relationship between DMOs and short-term rentals and its effect on the destination image created by the DMO. At the example of the population of DMOs and short-term rental listings in a US east coast state, we assess the similarity of destination images portrayed by DMOs and hosts located within a given DMO’s area. The results can contribute to destination marketing strategies and provide practical value for destination managers.

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The relationship between short-term rentals and destination marketing

Short-term rental platforms and their hosts are a new type of stakeholders in the puzzle of destination marketing and management. The prominence of short-term rentals among travelers challenged destination decision-makers as these platforms often did not follow rules and regulations to safeguard tourists and steer tourism development. Indeed, the relationship between short-term rentals and destination marketing organizations, particularly in developing a cohesive destination image, has not yet been fully understood.

In this study, we aim to investigate the relationship between DMOs and short-term rentals and its effect on the destination image created by the DMO. At the example of the population of DMOs and short-term rental listings in a US east coast state, we assess the similarity of destination images portrayed by DMOs and hosts located within a given DMO’s area. The results can contribute to destination marketing strategies and provide practical value for destination managers.