The purpose of our study is to analyse whether consumers’ preferences—evaluated through social media—to different tourist sites have a significant impact on Airbnb’s prices. With this purpose, we develop an empirical application in the city of Barcelona where we evaluate the impact of Instagram—identifying the main points of interest in this city—on listings’ prices. We estimate a micro-territorial hedonic model on Airbnb’s prices against different subsamples established according to listings’ characteristics. Our results show a negative and significant effect for the representative variable of the geographic distance of Airbnb’s listings to the tourist sites on Instagram. In particular, each additional 10% increase in the distance from Instagram tourist spots to Airbnb’s listings resulted in a 2.7% decrease in Airbnb’s listing price in Barcelona. This study provides additional evidence about the relevant role of social networks when accommodation offerings are examined, even when we consider accommodations included in the sharing economy.

我们研究的目的是分析消费者对不同旅游景点的偏好（通过社交媒体评估）是否对 Airbnb 的价格产生重大影响。出于这个目的，我们在巴塞罗那市开发了一个实证应用程序，我们在其中评估 Instagram 的影响——确定该城市的主要兴趣点——对列表价格的影响。我们针对根据房源特征建立的不同子样本估计了 Airbnb 价格的微观区域享乐模型。我们的结果显示，Airbnb 房源与 Instagram 上旅游景点的地理距离这一代表性变量具有显着的负面影响。特别是，从 Instagram 旅游景点到 Airbnb 房源的距离每增加 10%，Airbnb 在巴塞罗那的房源价格就会下降 2.7%。