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

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.