Airbnb and gentrification: an analysis of collaborative marketing
DOI:
https://doi.org/10.21501/2744838X.5052Keywords:
Community; Culture; Urban Development; Gentrification; Market; Pendular Migration; Digital platform; Leisure; Tourism; Vacations; Travel.Abstract
The primary objective of this research is to analyze how collaborative marketing influences the phenomenon of gentrification, taking the Airbnb platform in the city of Medellín as a case study. A qualitative methodology based on a case study was employed, utilizing in-depth interviews and document analysis to obtain a comprehensive understanding of the impact of collaborative marketing and gentrification. The results reveal that collaborative marketing, facilitated by digital platforms such as Airbnb, plays a crucial role in the transformation of urban neighborhoods. While it offers economic opportunities and development for property owners who prefer renting to tourists rather than long-term tenants, it also contributes to rising real estate prices and the displacement of local residents, directly impacting the social and economic dynamics of communities. In summary, although collaborative marketing generates significant economic benefits and fosters sustainable commercial relationships, it also poses significant challenges related to gentrification. This study underscores the importance of establishing regulations that balance economic benefits with the protection of local communities, to mitigate the negative effects of displacement and increased cost of living.
Downloads
References
Arquitasa. (2016). Gentrificación: proceso, causas y efectos. https://arquitasa.com/la-gentrificacion-o-conquistar-barrios-sin-derramar-sangre/
Bardaka, E. (2024). Transit-induced gentrification and displacement: future directions in research and practice. Transport Reviews, 44(3), 567-571. https://doi.org/10.1080/01441647.2023.2282285
Boldrini, P. L., & Malizia, M. (2014). Procesos de gentrificación y contragentrificación: Los mercados de Abasto y del Norte en el Gran San Miguel de Tucumán (noroeste argentino). Revista Invi, 29(81), 157-191. http://dx.doi.org/10.4067/S0718-83582014000200005
Cocola-Gant, A. (2020). Gentrificación turística. Turistificación global: perspectivas críticas en turismo, 291-308. https://repositorio.ulisboa.pt/bitstream/10451/40691/1/13.%20Cocola.pdf
Côté, J. F., & Huebner, D. R. (2021). Pragmatism and/or/vs Hermeneutics? American Sociologist, 52(4), 667–670. https://doi.org/10.1007/s12108-021-09522-z
Croff, R., Hedmann, M., & Barnes, L. L. (2021). Whitest city in America: A smaller Black community’s experience of gentrification, displacement, and aging in place. The Gerontologist, 61(8), 1254-1265. https://doi.org/10.1093/geront/gnab041
Denzin, N. K., & Lincoln, Y. S. (1994). Introducción: Ingresando al campo de la investigación cualitativa.
Digital menta. (2021, agosto 30). Marketing colaborativo, la estrategia de marketing de las empresas digitales. https://www.digitalmenta.com/blog/marketing-colaborativo-la-estrategia-de-marketing-de-las-empresas-digitales/
Easton, S., Lees, L., Hubbard, P., & Tate, N. (2020). Measuring and mapping displacement: The problem of quantification in the battle against gentrification. Urban Studies, 57(2), 286–306. https://doi.org/10.1177/0042098019851953
García Moro, A. M. (2022). El marketing colaborativo como estrategia empresarial. https://uvadoc.uva.es/handle/10324/54562
Ghertner, D. A. (2011). Gentrifying the state, gentrifying participation: Elite governance programs in Delhi. International journal of urban and regional research, 35(3), 504-532. https://doi.org/10.1111/j.1468-2427.2011.01043.x
Gorichanaz, T. (2017). Auto-hermeneutics: A phenomenological approach to information experience. Library and Information Science Research, 39(1), 1–7. https://doi.org/10.1016/j.lisr.2017.01.001
Hochstenbach, C., & Musterd, S. (2021). A regional geography of gentrification, displacement, and the suburbanisation of poverty: Towards an extended research agenda. Area, 53(3), 481-491. https://doi.org/10.1111/area.12708
Levine, D., Sussman, S., Yavo Ayalon, S., & Aharon-Gutman, M. (2022). Rethinking gentrification and displacement: Modeling the demographic impact of urban regeneration. Planning Theory & Practice, 23(4), 578-597. https://doi.org/10.1080/14649357.2022.2117399
López-Morales, E. (2016). Acerca de una gentrificación” planetaria”, políticamente útil. Revista invi, 31(88), 217-240. http://dx.doi.org/10.4067/S0718-83582016000300008
Makkreel, R. A. (2008). The role of judgment and orientation in hermeneutics. Philosophy & Social Criticism, 34(1-2), 29-50. https://doi.org/10.1177/0191453707084272
Manco, O. [Teleantioquia]. (2024, 11 de enero). Entrevista con Óscar Manco López, doctor en economía – ConsejoTA. [video]. YouTube. https://www.youtube.com/watch?v=-4dqL3gtBHI
Molina, D. (2021). Marketing relacional: definición, ventajas y ejemplos. https://www.iebschool.com/blog/que-es-marketing-relacional-marketing-estrategico/
Olivares, S. (2024, marzo 3). Lo que hay detrás de los 1.700 hospedajes ilegales en Medellín. El Colombiano. https://www.elcolombiano.com/medellin/que-hay-detras-de-los-1700-hospedajes-ilegales-en-medellin-FB23886443
Ortiz, J., & Henao, E. (2023, abril 30). Nómadas, Airbnb y falta de casas: en Medellín no hay cama para tanta gente. El Colombiano. https://www.elcolombiano.com/medellin/nomadas-digitales-airbnb-y-falta-de-vivienda-en-medellin-encarecen-los-arrendamientos-de-apartamentos-MC21239522
Peñalba-Aguirrezabalaga, C., Ritala, P., & Saenz, J. (2022). Putting marketing knowledge to use: marketing-specific relational capital and product/service innovation performance. Journal of Business & Industrial Marketing, 37(1), 209–224. https://doi.org/10.1108/JBIM-07-2020-0369
Ponce, M. (s.f.). ¿Qué es el Marketing Colaborativo? Marketing y Servicios. https://marketingyservicios.com/que-es-el-marketing-colaborativo/
Prabhaker, P. (2001). Integrated marketing-manufacturing strategies. Journal of Business and Industrial Marketing, 16(2), 113–126. https://doi.org/10.1108/0885862011038414 1
Quintana, L., & Hermida, J. (2019). La hermenéutica como método de interpretación de textos en la investigación psicoanalítica. Perspectivas en Psicología: Revista de Psicología y Ciencias Afines, 16(2), 73-80. https://www.redalyc.org/journal/4835/483568603007/html/
Sheppard, S. (2012). Why is gentrification a problem? Center for creative community development. https://web.williams.edu/Economics/ArtsEcon/library/pdfs/WhyIsGentrificationAProbREFORM.pdf
Tollin, K., & Schmidt, M. (2015). Marketing’s contribution from the perspective of marketing executives. Marketing Intelligence and Planning, 33(7), 1047–1070. https://doi.org/10.1108/MIP-07-2014-0136
Universidad de América. (2018, octubre 22). ¿Qué es el fenómeno urbanístico conocido como Gentrificación?. https://www.uamerica.edu.co/interes/que-es-el-fenomeno-urbanistico-conocido-como-gentrificacion/
Verlaan, T., & Hochstenbach, C. (2022). Gentrification through the ages: A long-term perspective on urban displacement, social transformation and resistance. City, 26(2-3), 439-449. https://doi.org/10.1080/13604813.2022.2058820
Walker, J. A. (1997). Learning to Be Interpretive: Hermeneutics and Personal Texts. Marriage and Family Review, 24(3–4), 223–239. https://doi.org/10.1300/J002v24n03_01
Yacuzzi, E. (2005). El estudio de caso como metodología de investigación: teoría, mecanismos causales, validación (No. 296). Serie Documentos de Trabajo. https://www.econstor.eu/handle/10419/84390
Yin, R. K. (1994). Discovering the Future of the Case Study. Method in Evaluation Research. Evaluation Practice, 15(3), 283-290. https://doi.org/10.1177/109821409401500309
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Ciencia y Academia
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
La revista y los textos individuales que en esta se divulgan están protegidos por las leyes de copyright y por los términos y condiciones de la Licencia Creative Commons Atribución-No Comercial- 4.0 Internacional. Permisos que vayan más allá de lo cubierto por esta licencia pueden encontrarse en http://www.funlam.edu.co/modules/fondoeditorial/
