Title

Consumer experiences of accommodation deals purchased via social coupon promotions: An Australian perspective

Date of this Version

1-1-2015

Document Type

Journal Article

Publication Details

Citation only

Cox, C. (2015). Consumer experiences of accommodation deals purchased via social coupon promotions: An Australian perspective. Journal of Hospitality Marketing & Management, 24(6), 609-632.

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Copyright © Taylor & Francis Group, LLC

2015 HERDC submission

ISSN

1936-8623

Abstract

The growing popularity of social coupons presents new marketing opportunities for the travel industry, with accommodation properties promoting deals to entice new visitors through the promise of a highly discounted stay. While their popularity has been well determined, little is known about the experience of guests who have purchased via these deals. This article explores guests’ evaluations of Australian accommodation properties by travelers who purchased their accommodation through daily deals, otherwise known as “social coupons.” A qualitative analysis of approximately 500 online reviews from travelers who had purchased an accommodation “daily deal” reveals 11 key themes in their poststay evaluations. Key issues integral to the success of social coupon promotions are delivering on the value adds promised, providing deal guests with an equitable level of service compared to nondeal guests, and ensuring that consumers are fully aware of the conditions associated with the deal.

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This document has been peer reviewed.