Attitudes, Perceptions, and Responses of Purchasers Versus Subscribers-Only for Daily Deals on Hospitality Products

Ong, Beng Soo

doi:10.1080/19368623.2014.901201

Cited by 12 publications

(8 citation statements)

References 14 publications

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“…However, discovering the finest deal could be laborious, i.e. it necessitates intense search efforts because value comparisons of diverse tourism products are generally needed (Cox, 2015;Ong, 2015).…”

Section: Price Consciousnessmentioning

confidence: 99%

The nexus between information and consumer confusion: information provider vs information recipient

Dharmasena

Jayathilaka

2020

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Purpose The purpose of this study is aimed at analysing the contributors of consumer confusion from the perspective of both information providers and recipients. Design/methodology/approach Using Sri Lanka as a case study, this study demonstrates views of consumer confusion in terms of information and its contributors in light of the framework adopted by Lu and Gursoy (2015). Findings The results ascertain that too much, too similar and too ambiguous information from information providers’ perspective have a significant impact on consumer confusion in the context of the inbound tourist industry in Sri Lanka. Most importantly, it is evident that the information recipients’ knowledge and behaviour attributes, namely, internet experience, learning orientation, tolerance for ambiguity, price consciousness and requirement for cognition have no significant impact on consumer confusion. Furthermore, the quality and quantity of information provided are crucial for the minimisation or avoidance of consumer confusion. Practical implications The practical implications drawn from this study could influence all stakeholders of the inbound online tourism trade including managers, advertising executives and marketing experts in providing good quality information to promote tourism. Originality/value The contribution of this research is related to the analysis from a theoretical and an empirical perspective of both the information providers’ and decision-making of recipients.

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Section: Price Consciousnessmentioning

confidence: 99%

The nexus between information and consumer confusion: information provider vs information recipient

Dharmasena

Jayathilaka

2020

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“…Social coupons are prepaid online discount vouchers offered by merchants (e.g. hotels, spas, and restaurants) through daily deal websites, such as Groupon, LivingSocial and others (Kumar and Rajan, 2012;Ong, 2015). Social couponing started to take off in 2008, when the current market leader -Groupon -was founded.…”

Section: Overview Of the Social Couponing Literaturementioning

confidence: 99%

Does social couponing stimulate positive eWOM and online referrals?

Cassia¹,

Magno²,

Ugolini³

2018

Sinergie Italian Journal of Management

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Purpose of the paper: Social couponing campaigns are becoming increasingly popular among hotels. However, while their short-term impacts have been assessed, their medium and long-term benefits for the hotels' reputation have not been measured yet. The purpose of this study is to provide evidence of the potential of social couponing to stimulate positive electronic word-of-mouth (eWOM) and online referrals to hotels. In addition, this research intends to identify the factors related to the design and management of the couponing campaign, which influence the couponers' willingness to engage in positive eWOM and referrals.Methodology: The study is based on the content analysis of 564 TripAdvisor reviews posted by guests that have stayed at 76 Italian hotels using a Groupon's coupon. Both frequency and co-occurrence analysis are performed.Findings: The results show that social couponing stimulates intense positive eWOM and referrals. The analysis also highlights the most important coupon-related factors, which are able to influence the valence (positive vs. negative) of the eWOM.Research limits: The small sample of hotels, considered in this research and the specific features of the Italian hotel industry suggest caution in generalizing the results to other settings.Practical Implications: Hotel managers should design and manage their couponing campaigns carefully considering several factors, identified by this study, which directly stimulate positive eWOM. The findings of this research also suggest that hotel managers could use couponing campaigns as effective tools for their online reputation management strategies.Originality of the paper: This paper provides empirical evidence of the eWOM and referral effects of social couponing. Hence, it complements previous studies, which have mostly considered the short-term effects of social couponing related to sales increase.

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“…Web sites, such as Groupon, LivingSocial and others (Kumar and Rajan, 2012;Ong, 2014). Traditional coupons have long been used as monetary promotional tools (Buil et al, 2013;Chandon et al, 2000) in the hospitality industry (Lefever and Morrison, 1988;Ward and Davis, 1978), and their effectiveness has been investigated by several studies (DelVecchio et al, 2006).…”

mentioning

confidence: 99%

“…Consistent with this trend, customers voluntarily subscribe to receive offers by e-mail from daily deal sites (Sigala, 2013). In addition, these consumers are no longer passive viewers of coupons; rather, they receive and then disseminate social coupons and share their experiences through social media (Ong, 2014). Social coupons are designed to stimulate strong viral effects and rich online conversations (Boon, 2013;Boon et al, 2012;Jing and Xie, 2011) and to create time pressure because each campaign runs for only a few days.…”

mentioning

confidence: 99%

“…Indeed, when visiting groupon.com and other daily deal sites, it is immediately apparent that a remarkable proportion of available coupons are offered by hotels, particularly by independent hotels. Unfortunately, despite the quick adoption of social couponing, few studies are available on this issue, and most of them analyze this phenomenon from the perspective either of the daily deal sites (Krasnova et al, 2013) or of the subscribers and purchasers of daily deals (Jing and Xie, 2011;Ong, 2014).…”

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confidence: 99%

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The perceived effectiveness of social couponing campaigns for hotels in Italy

Cassia

Magno

Ugolini

2015

International Journal of Contemporary Hospitality Management

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Purpose – The purpose of this paper is to analyze the effectiveness of social couponing campaigns for hotels. In particular, the perceived effectiveness related to four specific objectives is explored (acquiring and retaining new customers, building brand awareness, balancing seasonality and stimulating demand among existing customers). Design/methodology/approach – A questionnaire-based survey was conducted that involved 108 hotels, each of which has run at least one social couponing campaign through Groupon in Italy. The importance-performance approach was applied to analyze the data. Findings – Overall, the perceived effectiveness of social couponing for hotels is quite low. Social couponing is useful to increase brand awareness but does not encourage customer behavioral loyalty. Larger hotels can successfully use this marketing tool to balance demand seasonality. Research limitations/implications – The sample size is limited but includes approximately one-fourth of all Italian hotels that have run social coupon campaigns through Groupon. Only social couponing campaigns run through one daily deal site (Groupon) in one country (Italy) were considered. Practical implications – Social couponing is not perceived as equally effective for all hotels. This study provides hotel managers with suggestions for deciding whether to allocate a share of their marketing resources to social couponing. Originality/value – To the authors’ knowledge, this is the first paper to present field data to complement the available theoretical knowledge on social couponing for hotels.

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Attitudes, Perceptions, and Responses of Purchasers Versus Subscribers-Only for Daily Deals on Hospitality Products

Cited by 12 publications

References 14 publications

The nexus between information and consumer confusion: information provider vs information recipient

The nexus between information and consumer confusion: information provider vs information recipient

Does social couponing stimulate positive eWOM and online referrals?

The perceived effectiveness of social couponing campaigns for hotels in Italy

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