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Consumer Experiences Of Accommodation Deals Purchased Via Social Coupon Promotions: An Australian Perspective, Carmen Cox
Carmen Cox
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. …