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MARKETING INFLUENCE OF TOURISTIC AIRBNB APPLICATION ON VACATION RENTAL MARKET IN LONDON, PARIS, BERLIN, ROME AND AMSTERDAM Branislav Radnović Educons University, Faculty of Business Economy, Vojvode Putnika 87, Novi Sad - Sremska Kamenica, Serbia Danilo Grbović Educons University, Faculty of Business Economy, Vojvode Putnika 87, Novi Sad - Sremska Kamenica, Serbia Diona Đurđević Educons University, Faculty of Business Economy, Vojvode Putnika 87, Novi Sad - Sremska Kamenica, Serbia Željana Grbović University of Novi Sad, BioSense Institute, Zorana Djindjica 1, Novi Sad, Serbia DOI: https://doi.org/10.31410/tmt.2019.571 4th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2019, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-29-5; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
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Abstract: The research aimed to inspect the hypotheses that there is an influence of the Airbnb application on the vacation rental property market and covered the analysing of the hypotheses that there is a significant impact of the Airbnb application on the market of real estate rentals covering the analysis of renting properties in some of the most attractive touristic destinations in Europe- London, Paris, Berlin, Rome and Amsterdam. Conducted research led to a conclusion that the Airbnb application contributed to tourism growth in a bit remote and neglected parts of reviewed cities, enhanced entrepreneurial spirit of the locals together with their migration from urban centres towards further, more serene city dwellings. The base hypothesis that the Airbnb application has a significant effect on the real estate market shift affecting price formation of short-term rentals whether private or hotel accommodation, along with longer term tenancy is conclusive. 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