The use of electronic coupons in travel agencies: An exploratory study applied on Egyptian and US travel agents | ||
| International Academic Journal Faculty of Tourism and Hotel Management | ||
| Article 10, Volume 3, Issue 3, 2017, Pages 246-277 PDF (310.37 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/ijaf.2017.95543 | ||
| Authors | ||
| Mona Elmoghazy* ; Hend Hamed | ||
| Tourism Studies, Faculty of Tourism and Hotel Management, Helwan University, Cairo, Egypt | ||
| Abstract | ||
| This study explores the perception of travel agents towards using e-coupons. Two measurement scales were developed to assess and compare perceptions of travel agents that use e-coupons and those who do not in both Egypt and USA. The study examines the effect of positive outcomes of applying e- coupon strategy on travel agents’ satisfaction and the impact of challenges facing travel agents on their future intentions. Furthermore, it explores the effect of objectives of using e-coupons on future intentions of travel agents not apply e-coupons. Significant differences between the two groups are investigated. The Study reveals that US travel agents have higher positive appreciation of e-coupons and lower perception of negative outcomes and challenges associated with using e-coupons than Egyptian travel agents. Several managerial and marketing implications and future research are also discussed. | ||
| Keywords | ||
| Electronic coupons (e-coupons); travel agencies; group-buying coupon websites; social couponing websites | ||
|
Statistics Article View: 186 PDF Download: 241 |
||
