Tourists' Perceptions of Risks and Motivations for Staying in Peer-to-Peer Accommodation in an Emerging Destination: A Mixed-Mode Quantitative Study

Peer-to-peer accommodation (P2PA) has expanded rapidly in Morocco, but evidence on how tourists evaluate it in emerging destinations remains scarce. This study examines how tourists' motivations and multidimensional perceived risks relate to their attitude towards P2PA, and how attitude, social norms and perceived behavioural control relate to intention and self-reported travel behaviour. Drawing on the theory of planned behaviour and perceived-risk theory, six motivational and six risk dimensions were modelled as components of two higher-order constructs. Data from a mixed-mode survey of 502 tourists, collected face-to-face in four Moroccan destinations and online, were analysed with partial least squares structural equation modelling. Motivations were strongly associated with attitude (β = 0.564), whereas risks showed a weaker negative association (β = −0.137). Authenticity and enjoyment contributed most among the motivations, and physical and cultural risk among the risks. Attitude and social norms were associated with intention (R² = 0.431), and intention and perceived behavioural control with travel behaviour (R² = 0.669). The findings indicate that tourists value P2PA in an emerging destination mainly as an experiential product, and that safety and cultural reassurance are key conditions for trust.