This study aims at profiling Italian consumers based on their views for and against disintermediation along with the extent to which user-generated content (UGC), rather than information provided by high street travel agencies, influences their choices. A web-based survey was carried out and a convenience sample of 1,699 complete questionnaires was obtained. Latent gold segmentation was applied to three factors identified by running exploratory factor analysis on a list of 12 statements used to investigate the respondents' views toward the topic of disintermediation and UGC. Three clusters were identified: lookers, moderate bookers, and bookers. A chi-square test shows that significant differences exist between the three clusters based on age, education, income, and the extent to which they change accommodation suggested by a travel agent after having read UGC. Contributions to the body of knowledge and managerial implications are discussed and suggestions for further research are given.

Internet and user-generated content versus high-street travel agencies: a latent gold segmentation in the context of Italy / DEL CHIAPPA, Giacomo; Alarcón del Amo, M; Lorenzo Romero, C.. - In: JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT. - ISSN 1936-8623. - 25:2(2016), pp. 197-217. [10.1080/19368623.2014.1001933]

Internet and user-generated content versus high-street travel agencies: a latent gold segmentation in the context of Italy

DEL CHIAPPA, Giacomo
;
2016-01-01

Abstract

This study aims at profiling Italian consumers based on their views for and against disintermediation along with the extent to which user-generated content (UGC), rather than information provided by high street travel agencies, influences their choices. A web-based survey was carried out and a convenience sample of 1,699 complete questionnaires was obtained. Latent gold segmentation was applied to three factors identified by running exploratory factor analysis on a list of 12 statements used to investigate the respondents' views toward the topic of disintermediation and UGC. Three clusters were identified: lookers, moderate bookers, and bookers. A chi-square test shows that significant differences exist between the three clusters based on age, education, income, and the extent to which they change accommodation suggested by a travel agent after having read UGC. Contributions to the body of knowledge and managerial implications are discussed and suggestions for further research are given.
2016
Internet and user-generated content versus high-street travel agencies: a latent gold segmentation in the context of Italy / DEL CHIAPPA, Giacomo; Alarcón del Amo, M; Lorenzo Romero, C.. - In: JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT. - ISSN 1936-8623. - 25:2(2016), pp. 197-217. [10.1080/19368623.2014.1001933]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11388/45962
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