Disintermediation of hotel reservations : The perception of different groups of online buyers in Hong Kong

Purpose – The purpose of this research is to investigate online buyers' views for and against disintermediation of hotel reservation. Design/methodology/approach – A structured questionnaire was developed and a telephone survey was conducted in Hong Kong in March 2008. Findings – Empirical findings of 283 Hong Kong residents who had previously booked hotel rooms online showed that experienced online buyers were more positive towards technology‐assisted hotel room reservations and less positive towards travel agents than their less experienced peers. Practical implications – Hoteliers should ensure that their rooms are marketed appropriately in different types of online and offline channels. Originality – The study demonstrates the existence of significantly different views among different groups of online buyers based on their online purchase experiences. With the increasing popularity of internet applications, hotel managers and travel agents should set practical plans to meet the needs of online buyers.