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, Page 246-277 PDF (310.37 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/ijaf.2017.95543 | ||||
 View on SCiNiTO | ||||
| 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 | ||||
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