The perceived effectiveness of social couponing campaigns for hotels in Italy.

摘要: Purpose – The purpose of this paper is to analyze the effectiveness social couponing campaigns for hotels. In particular, perceived related four specific objectives explored (acquiring and retaining new customers, building brand awareness, balancing seasonality stimulating demand among existing customers). Design/methodology/approach A questionnaire-based survey was conducted that involved 108 hotels, each which has run at least one campaign through Groupon in Italy. importance-performance approach applied data. Findings Overall, hotels quite low. Social useful increase awareness but does not encourage customer behavioral loyalty. Larger can successfully use marketing tool balance seasonality. Research limitations/implications sample size limited includes approximately one-fourth all Italian have soc...