Responsibilisation of participants in sharing economy platforms: The case of Airbnb and the hotelisation of hosting practice

Processes of responsibilisation aim to configure individuals into the governance models of digital platforms and realise versions of the sharing economy pursued by powerful platform owners. Questions are raised, however, as to whether this is an empowering process or one that puts participants at risk. Based on a qualitative study of Airbnb hosts in Europe, we explore their understanding of their own responsibilities as emerging hospitality practitioners. Our analysis shows that hosts actively engage in professional identity work and map a practice architecture which includes a set of responsibilities. We suggest, however, that this is not by itself a sign of empowered individuals rather a reaction to the perceived shift of Airbnb’s strategy towards hotelisation of hosting practice. We contribute to an understanding of responsibilisation as a critical and reactionary process.