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Offline Versus Online Intermediation: A Study of Booking Behaviour of Tourists Travelling to Sardinia

In: Information and Communication Technologies in Tourism 2015

Author

Listed:
  • Giacomo Chiappa

    (University of Sassari and CRENoS)

  • Andrea Zara

    (University of Sassari and CRENoS)

Abstract

Researchers argue that the debate around the topic of disintermediation and reintermediation (both offline and online) is still open and needs further analysis. This study was therefore carried out, with a representative sample of 1,461 national and international tourists who visited Sardinia (Italy) in 2012. Its aim was to investigate how tourists book their holidays and whether significant differences exist in their channel strategy (online versus offline intermediation) based on: their socio-demographic characteristics; the type of tourism product they bought; their prior experience of travelling to the destination; the geographical distance they travelled; and the length and the time (low or high tourism season) of their stay. Findings reveal that all but four variables (gender, income, median length of stay and prior experience of travelling to the destination) are influencing their actual buying behaviour. Managerial implications are discussed and suggestions for further research are made.

Suggested Citation

  • Giacomo Chiappa & Andrea Zara, 2015. "Offline Versus Online Intermediation: A Study of Booking Behaviour of Tourists Travelling to Sardinia," Springer Books, in: Iis Tussyadiah & Alessandro Inversini (ed.), Information and Communication Technologies in Tourism 2015, edition 127, pages 709-721, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-14343-9_51
    DOI: 10.1007/978-3-319-14343-9_51
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    Cited by:

    1. Eneko Ibarnia & Lluís Garay & Antonio Guevara, 2020. "Corporate Social Responsibility (CSR) in the Travel Supply Chain: A Literature Review," Sustainability, MDPI, vol. 12(23), pages 1-21, December.

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