The perceived effectiveness of social couponing campaigns for hotels in Italy [Summary]

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dc.contributor.authorCassia, Fabioen
dc.contributor.authorMagno, Francescaen
dc.contributor.authorUgolini, Martaen
dc.date.accessioned2017-11-17T23:44:09Zen
dc.date.available2017-11-17T23:44:09Zen
dc.date.issued2015en
dc.description.abstractThe 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).en
dc.description.notes1598-1617.en
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttp://hdl.handle.net/10919/80434en
dc.language.isoen_USen
dc.publisherVirginia Techen
dc.rightsCreative Commons Attribution 4.0 Internationalen
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/en
dc.subjectTourismen
dc.subjectHotelsen
dc.subjectDaily dealsen
dc.subjectGrouponen
dc.subjectMarketing promotionsen
dc.subjectOnline couponsen
dc.titleThe perceived effectiveness of social couponing campaigns for hotels in Italy [Summary]en
dc.title.serialInternational Journal of Contemporary Hospitality Managementen
dc.typeSummaryen
dc.type.dcmitypeTexten

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Summaries of Academic Articles on Research in Hospitality (Feiertag Collection)