Online deals and social sharing: a case of tourism and hospitality offers in Thailand
RIS ID
110785
Abstract
Although research on ecommerce and Internet purchasing behaviour has been conducted for decades, there are limited studies on daily deals or group buying deals in Asian markets. This study aims to investigate Internet shopping behaviour on tourism and hospitality products in Thailand. This study also examines the information sharing on the online daily deals websites, and the relationships between the number of times the deal is shared on Facebook ("Likes"), and the sales performance that influences purchasing decisions. Longitudinal data from a daily deal website in Thailand were collected. 356 deals were retrieved from the website from August 2011 to June 2013 and used for statistical data analysis. The number of deals offered, deals sold and deals shared varied across deal categories. There are some positive and strong relationships between the number of Facebook "Likes" shared and the number of deals sold. Surprising results are also presented in this study.
Publication Details
Kattiyapornpong, U. & Ditta-Apichai, M. (2014). Online deals and social sharing: a case of tourism and hospitality offers in Thailand. CAUTHE 2014: Tourism and Hospitality in the Contemporary World: Trends, Changes and Complexity (pp. 323-337). Brisbane: University of Queensland.