In the last years an increasing number of hotels have decided to run social coupon campaigns through Groupon and other daily deal sites. Available evidence suggests that several hotel managers have overlooked the “social” component of... more
In the last years an increasing number of hotels have decided to run social coupon campaigns through Groupon and other daily deal sites. Available evidence suggests that several hotel managers have overlooked the “social” component of social couponing. In fact they have mainly considered the short-term effects (i.e. increased sales) of this marketing tool, underestimating its potential benefits in terms of e-word-of mouth (eWOM) and referrals.
The aim of this study is therefore to shed light on the potential of social couponing to stimulate positive eWOM and referrals. For this purpose, the paper presents the results of a content analysis of 564 TripAdvisor reviews posted by guests that have stayed at 76 Italian hotels using a Groupon’s coupon. In addition, this study identifies the most important coupon-related factors which are able to explain the positive vs. negative eWOM.
Beyond enriching theoretical knowledge on social couponing, this paper highlights that the decision of guests to engage in either positive or negative eWOM about the hotel is influenced by some coupon-related factors which can be managed by the hotels.
Este artículo expone algunos rasgos del tejido empresarial formal en Cali (Colombia) entre 1915 y 1929. Se trata de una sistematización de las escrituras públicas de la Notaría Primera del Circuito de Cali, partiendo de las sociedades... more
Este artículo expone algunos rasgos del tejido empresarial formal en Cali (Colombia) entre 1915 y 1929. Se trata de una sistematización de las escrituras públicas de la Notaría Primera del Circuito de Cali, partiendo de las sociedades comerciales registradas allí. Mediante este ejercicio y el uso de la categoría “negociante”, se obtuvieron algunas características de la configuración empresarial local a inicios de un período calificado de modernización económica y despegue industrial. La investigación evidencia la importancia de las pequeñas y medianas empresas en la dinámica local, el significativo peso del sector servicios y la notoria fluctuación de las inversiones durante los años de estudio.
This article exposes some features of the formalbusiness network in Cali (Colombia) between 1915 and 1929. It is a systematization of the public deeds of the First Notary of the Circuit of Cali, based on the commercial companies registered there. Through this exercise and the use of the “merchant” category, some characteristics of the local business configuration were obtained at the beginning of a qualified period of economic modernization and industrial take-off. The research shows the importance of small and medium enterprises in local dynamics, the significant weight of the services sector and the noticeable fluctuation of investments during the years of study.
