This study investigates the views of Italian consumers for and against the disintermediation of hotel reservations. A web-based survey is carried out, and 1,699 complete questionnaires from Italian consumers are obtained to be used for statistical analysis. Applying a latent gold segmentation on three factors identified running an exploratory factor analysis, three clusters were identified, namely: “Offline buyers”, “Mixed” and “Heavy Online Buyers”. Chi-square test shows that significant differences between the three clusters exist based on age, education degree, monthly household income and region of residence. Based on the overall findings, implications for hotel marketers are discussed and suggestions for further research are given.
Internet versus travel agencies: a latent gold segmentation in the context of Italy / Del Chiappa, G; Alarcón del Amo, M; Lorenzo, C. - (2012), pp. 169-180. (Intervento presentato al convegno 6th World Conference for Graduate Researchin Tourism, Hospitality and Leisure tenutosi a Fethiye, Turkey nel 24 – 29 April 201).
Internet versus travel agencies: a latent gold segmentation in the context of Italy
Del Chiappa G;
2012-01-01
Abstract
This study investigates the views of Italian consumers for and against the disintermediation of hotel reservations. A web-based survey is carried out, and 1,699 complete questionnaires from Italian consumers are obtained to be used for statistical analysis. Applying a latent gold segmentation on three factors identified running an exploratory factor analysis, three clusters were identified, namely: “Offline buyers”, “Mixed” and “Heavy Online Buyers”. Chi-square test shows that significant differences between the three clusters exist based on age, education degree, monthly household income and region of residence. Based on the overall findings, implications for hotel marketers are discussed and suggestions for further research are given.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
