Internet and User-Generated Content Versus High Street Travel Agencies: A Latent Gold Segmentation in the Context of Italy

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.

[1]  D. Gursoy,et al.  Tourist information search behavior: cross-cultural comparison of European Union member states. , 2004 .

[2]  C. Vogt,et al.  Online Information Search Strategies: A Focus On Flights and Accommodations , 2010 .

[3]  Alastair M. Morrison,et al.  Online shopping motivations and pleasure travel products: a correspondence analysis , 2005 .

[4]  Abraham Pizam,et al.  The Relationship between Risk-Taking, Sensation-Seeking, and the Tourist Behavior of Young Adults: A Cross-Cultural Study , 2004 .

[5]  James N.K. Liu,et al.  An investigation of factors affecting customer selection of online hotel booking channels , 2014 .

[6]  S. Volo.  Bloggers’ reported tourist experiences: Their utility as a tourism data source and their effect on prospective tourists , 2010 .

[7]  B. Murray,et al.  A Model of Tourist Information Search Behavior , 1999 .

[8]  S. Cole,et al.  Online Travel Products Shopping: Differences between Shoppers and Nonshoppers , 2003 .

[9]  Rob Law,et al.  Disintermediation of hotel reservations , 2013 .

[10]  U. Gretzel,et al.  Role of social media in online travel information search , 2010 .

[11]  Geoffrey J. McLachlan,et al.  Mixture models : inference and applications to clustering , 1989 .

[12]  Stephen Burgess,et al.  The Role of User-Generated Content in Tourists' Travel Planning Behavior , 2009 .

[13]  Dimitrios Buhalis,et al.  Who booked five-star hotels in Macau? A study of hotel guests' online booking intention , 2013 .

[14]  S. Jang,et al.  Information Value and Destination Image: Investigating the Moderating Role of Processing Fluency , 2014 .

[15]  Kyung Hyan Yoo,et al.  Use and Impact of Online Travel Reviews , 2008, ENTER.

[16]  R. Law,et al.  Progress on information and communication technologies in hospitality and tourism , 2014 .

[17]  R. Law,et al.  Progress in information technology and tourism management: 20 years on and 10 years after the Internet - the state of eTourism research. , 2008 .

[18]  Thomas Bieger,et al.  The Impact of the Internet on Information Sources Portfolios , 2007 .

[19]  Srikanth Beldona,et al.  To Buy or Not to Buy: Indian Consumers' Choice of Online Versus Offline Channels for Air Travel Purchase , 2011 .

[20]  Zhaoqiong Li,et al.  Optimal pricing strategy based on market segmentation for service products using online reservation systems: An application to hotel rooms , 2013 .

[21]  Marianna Sigala,et al.  Strategic implementation and IT: gaining competitive advantage from the hotel reservations process , 2001 .

[22]  D. Gursoy.  Chaotic changes in distribution channels : implications for hospitality companies , 2010 .

[23]  A. Lu,et al.  Information Search Behavior of Independent Travelers: A Cross-Cultural Comparison Between Chinese, Japanese, and American Travelers , 2014 .

[24]  S. Dolnicar,et al.  Travel Agency Marketing Strategy: Insights from Switzerland , 2007 .

[25]  Edward C. S. Ku,et al.  Strategic alignment leverage between hotels and companies: The buyer–supplier relationship perspective , 2011 .

[26]  Bing Pan,et al.  Online information search: vacation planning process. , 2006 .

[27]  Haywantee Ramkissoon,et al.  Developments in Hospitality Marketing and Management: Social Network Analysis and Research Themes , 2013 .

[28]  A. S. Cantallops,et al.  International Journal of Hospitality Management New Consumer Behavior: a Review of Research on Ewom and Hotels , 2022 .

[29]  Alex M. Susskind,et al.  Internet apprehensiveness: An examination of on‐line information seeking and purchasing behavior , 2010 .

[30]  B. Pan,et al.  A Framework of Search Engine Use for Travel Planning , 2011 .

[31]  I. Wen.  Factors affecting the online travel buying decision: a review , 2009 .

[32]  Hsien-Tang Tsai,et al.  Emerging e-commerce development model for Taiwanese travel agencies , 2005 .

[33]  R. Law,et al.  Profiling the Users of Travel Websites for Planning and Online Experience Sharing , 2012 .

[34]  Robert E. Stevens,et al.  Marketing Research: Text and Cases , 1977 .

[35]  Dimitrios Buhalis.  Strategic use of information technologies in the tourism industry , 1998 .

[36]  G. Chiappa,et al.  Attitudes towards Disintermediation in Hotel Reservations: Spanish Travellers’ Profile , 2015, European Journal of Tourism Research.

[37]  Young A. Park,et al.  Success Factors for Destination Marketing Web Sites: A Qualitative Meta-Analysis , 2007 .

[38]  R. Law,et al.  Online Competitive Information Space for Hotels: An Information Search Perspective , 2013 .

[39]  Pip Forer,et al.  Information Technology and Tourism: A Challenging Relationship , 2002 .

[40]  S. Stepchenkova,et al.  User-Generated Content as a Research Mode in Tourism and Hospitality Applications: Topics, Methods, and Software , 2015 .

[41]  Blanca Hernández Ortega,et al.  Age, Gender and Income: do They Really Moderate Online Shopping Behavior? , 2011, Online Inf. Rev..

[42]  E. Ng.  An Exploratory Study on the Use of Information Sources by Consumers to Select Australian Regional Travel Agencies , 2009 .

[43]  Joseph T. O'Leary,et al.  Predicting Usage of the Internet for Travel Bookings: An Exploratory Study , 2001, J. Inf. Technol. Tour..

[44]  Bill Anckar,et al.  Consumer Intentions in Terms of Electronic Travel Distribution: Implications for Future Market Structures , 2003 .

[45]  Giacomo Del Chiappa,et al.  Trustworthiness of Travel 2.0 applications and their influence on tourist behaviour: an empirical investigation in Italy , 2011, ENTER.

[46]  Blanca Hernández,et al.  Age, gender and income: do they really moderate online shopping behaviour? , 2011 .

[47]  Alice Graeupl,et al.  Use of the Internet by 'silver surfers' for Travel and Tourism Information Use and Decision-making: A Conceptual Review and Discussion of Findings , 2003, ENTER.

[48]  Phil Megicks,et al.  Perceived Benefits and E-Commerce Adoption by SME Travel Agents in Developing Countries , 2013 .

[49]  Ulrike Gretzel,et al.  Information and Communication Technologies in Tourism, ENTER 2008, Proceedings of the International Conference in Innsbruck, Austria, 2008 , 2008, ENTER.

[50]  Sung-joon Yoon,et al.  The antecedents and consequences of trust in online-purchase decisions , 2002 .

[51]  Leo Huang,et al.  Social Media as a New Play in a Marketing Channel Strategy: Evidence from Taiwan Travel Agencies' Blogs , 2012 .

[52]  Carmen Berné,et al.  How ICT shifts the power balance of tourism distribution channels , 2012 .

[53]  D. Fesenmaier,et al.  Information technology and consumer behavior in travel and tourism: insights from travel planning using the internet. , 2015 .

[54]  R. Law,et al.  The impact of the Internet on travel agencies , 2004 .

[55]  Kyung Hyan Yoo,et al.  Influence of personality on travel-related consumer-generated media creation , 2011, Comput. Hum. Behav..

[56]  Wei Chen,et al.  The influence of user-generated content on traveler behavior: An empirical investigation on the effects of e-word-of-mouth to hotel online bookings , 2011, Comput. Hum. Behav..

[57]  Shiang‐Lih Chen.  Effects of value, affect, security, and web content on informational and transactions usage of the internet , 2001 .

[58]  R. Chu.  What online Hong Kong travelers look for on airline/travel websites? , 2001 .

[59]  Stephen Legg,et al.  Travel agent vs internet: What influences travel consumer choices? , 2006 .

[60]  G. Prayag,et al.  Hotel disintermediation in France: perceptions of students from Generation Y , 2014 .

[61]  A. Mauri,et al.  Web reviews influence on expectations and purchasing intentions of hotel potential customers. , 2013 .

[62]  Bing Pan,et al.  The Complex Matter of Online Hotel Choice , 2013 .

[63]  Haywantee Ramkissoon,et al.  More than Just Biological Sex Differences , 2012 .

[64]  T. Tse.  The Marketing Role of the Internet in Launching a Hotel: The Case of Hotel ICON , 2013 .

[65]  K. Fam,et al.  Trust and the online relationship—an exploratory study from New Zealand , 2004 .

[66]  John Kracht,et al.  Examining the tourism distribution channel: evolution and transformation , 2010 .

[67]  Woo Gon Kim,et al.  Factors affecting online hotel reservation intention between online and non-online customers , 2004 .

[68]  Alessandro Inversini,et al.  Selling rooms online: the use of social media and online travel agents , 2014 .

[69]  G. Akehurst.  User generated content: the use of blogs for tourism organisations and tourism consumers , 2009 .

[70]  Rex S. Toh,et al.  Selling Rooms: Hotels vs. Third-Party Websites , 2011 .

[71]  J. Vermunt,et al.  Latent Gold 4.0 User's Guide , 2005 .

[72]  C. Vogt,et al.  Information technology in everyday and vacation contexts , 2012 .

[73]  G. Chiappa.  Internet versus travel agencies , 2013 .

[74]  Øyvind Grønflaten,et al.  Predicting Travelers’ Choice of Information Sources and Information Channels , 2009 .