Analyzing the User-Generated Content on Disintermediation Effect: A Latent Segmentation Study of Bookers and Lookers

This study analyzes the perceptions of different groups of consumers for and against the disintermediation of travel agencies also considering the relative power in influencing the tourist’s choices exerted by user generatedcontent (UGC). A web-based survey is carried out in Spain and 961complete questionnaires was obtained. A latent segmentation was applied on factors identified running an exploratory factor analysis on a list of 16 statements, the use and frequency of use of the Internet to make hotel reservations, if consumers are bookers or lookers, and they have changed hotel reservations after having read UGC. Findings revealed that different clusters exist based on the identified factors and aforementioned variables, and that significant differences between these clusters based on sociodemographic characteristics, their behaviour in using the Internet for searching for information and/or buying, and the extent to which they change the accommodation that had been suggested by a travel agent after having read UGC.