When legacy businesses are threatened by new competitors, too often they respond by lobbying for regulation to quash them. It’s notable, then, that Marriott recently announced it is starting a new home-rental business, putting the world’s biggest hotel operator in direct competition with Airbnb, the world’s largest home-rental business.

Many in the hotel industry have dismissed Airbnb or attributed its success to stealing business by running unregulated and untaxed illegal hotels. There has been little hard research on exactly how Airbnb affects the hotel market. But now three professors in hotel management and marketing — Tarik Dogru from Florida State, Makarand Mody from Boston University, and Courtney Suess from Texas A&M — have analyzed Airbnb’s “disruptive impact” in 10 key markets. Their findings make a case for old-fashioned competition.

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