In the pandemic of COVID-19, it has affected many business sectors, especially the tourism and hospitality industries. These industries are amidst the most brutal hit because the number of consumers is hugely declining. This phenomenon has become one of the reasons for the growth of the alternative accommodation platform, namely Airbnb. Airbnb is an application that offers guests someone’s home as a place to stay at an affordable price and a unique experience. Therefore, this exciting type of accommodation would surpass the traditional platforms of hotels.
There has been prior research conducted that has examined the switching intention towards Airbnb. Most of the previous studies have utilized the push-pull-mooring model as the primary research framework. What separates this study from previous ones is that the objective of this study is to examine three categories of the previous study for consumers’ switching intention to Airbnb by using push (perceived risk) – pull (perceived value) – mooring (switching cost), or PPM model during this current situation of COVID-19. Moreover, we tested this model specifically on Thai consumers. Statistical Package for the Social Science (SPSS) was used on data obtained from 204 Thai citizens for empirically testing.
The results support three hypotheses, and it was found that both two perceived risks have no influence on switching intention towards Airbnb. Moreover, only two perceived values, hedonic and epistemic, lead to switching intention to choose Airbnb. However, switching cost has been found to affect the switching intention negatively, as a previous study has suggested. The findings contributed by this research can support Airbnb in terms of marketing strategies related to COVID-19 concerns to have more potential for improvement in the future.

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