Airbnb Host’s Perspectives on Climate Change: Wildfire Threats to Rural Tourism

Tourism is an industry dependent on natural and cultural resources, specifically in rural areas where traditional attractions are less common. Rural tourism often involves visitation to natural areas, such as parks, nature reserves, or public lands, as well as agricultural activities, such as farm tours or wineries. These areas have been especially vulnerable to changing weather patterns as a result of global climate change. For example, between 2000 and 2019, the number of wildfires in the United States reached 72,400 annually, burning approximately 7 million acres each year, up from 3.3 million, on average, from the 1990s. Not only does the direct threat of fire danger cause economic disruptions, smoke and small particulate matter can render air quality unhealthy, forcing people to remain inside, limiting physical activities when outdoors, and negating opportunities to enjoy natural area or outdoor recreational tourism activities.

Wildfire threat in the western United States has impacted rural communities that depend on tourism. Using a qualitative case study research methodology, Airbnb hosts (located in Jackson or Josephine County in southern Oregon) were chosen as study participants because, not only is their business success dependent on tourism visitation, but as residents of the community wildfire impacts all of them through personal risk, risk to loved ones and valued community members, and risk to their personal property. In order to avoid corporate-owned properties that may be unaware of local issues, hosts were required to manage the daily operation of their listings and could not manage more than two properties. Using a constructivist perspective, this paper situates the researcher within the context of the challenges facing tourism providers, specifically Airbnb hosts, to explain ‘what’ is happening rather than ‘how’ it is happening.

Four themes were found in the data: two seasons; a government’s response; politics, politics, politics; and tourism challenges. Two seasons refers to a local colloquialism, the winter season and the smoky season. Unlike hurricanes or tornados, where a disaster usually lasts a few hours or a day, a wildfire can burn for months, and a fire that is under control can jump the containment lines or send embers miles away to start new wildfires. The result is that once a fire starts burning, the smoke can last until the rains come, sometimes months. Oregon also claims two tourist seasons, summer and fall, both of which are impacted by smoke, specifically the lucrative salmon fishing season in October and November. A government’s response highlights many of the fire mitigation strategies adopted by the Oregon state legislature, specifically Senate Bill 762 designed to provide more than $220 million to help modernize and improve wildfire preparedness. However, these strategies do not directly address the causes of climate change. Politics, politics, politics reflect the ongoing debate as to the cause of climate change, where local residents lean conservative, and many local political candidates are climate change deniers. Tourism challenges include restrictions or closures of natural areas during fire season, smoke that discourages outdoor activities, specifically rafting or fishing on the Rogue River, increased costs associated with property protection against wildfire, and a notable increase in cancellations during the smoky season.

The author of this article is Dr. Sue Slocum, Associate Professor in the Tourism and Events Management program at George Mason University’s School of Sport, Recreation, and Tourism Management (SRTM). Dr. Slocum’s study, upon which this article is based, may be accessed here. Mason’s Tourism and Events Management program prepares students for an exciting and fulfilling career in the economically robust industries of tourism, events, and hospitality. To learn more about our degree offerings, please visit the program website.