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.
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|Titolo:||Internet and user-generated content versus high-street travel agencies: a latent gold segmentation in the context of Italy|
|Data di pubblicazione:||2015|
|Appare nelle tipologie:||1.1 Articolo in rivista|