Date of this Version

12-3-2012

Document Type

Conference Paper

Publication Details

Published Version.

Cox, C. (2012). The consumer experience of holidays booked via Daily Deal promotions: An online content analysis of traveller reviews. Paper presented at the Australia & New Zealand Marketing Academy conference (ANZMAC 2012), Adelaide, Australia.

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© Copyright Carmen Cox, 2012

ISSN

1447-3275

Abstract

While Daily Deal accommodation promotions through sites such as LivingSocial, Groupon, Scoopon, Ouffer and Cudo have become increasingly popular amongst industry operators and travellers alike, there is limited research about the extent to which they satisfy the end-users expectations. Consumers‟ self-reported evaluations of accommodation promotions sold through Daily Deal sites are analysed in this paper based on a content analysis of more than 500 online reviews submitted to TripAdvisor® by travellers who had purchased a ‘daily deal voucher’ to be used across a variety of Australian properties. The results find that while the majority of reviewers rated their stay experience positively and that many recommend the property to others, their own return was questionable without a similar deal.

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This document has been peer reviewed.

 

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