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Ways of Seeing, Ways of Being

Representing the Voices of Tourism


Edited By Maurizio Gotti, Stefania Maci and Michele Sala

The aim of this volume is to give voice to the various and different perspectives in the investigation of tourism discourse in its written, spoken, and visual aspects. The chapters particularly focus on the interaction between the participants involved in the tourism practices, that is the promoters of tourist destinations, on the one hand, and tourists or prospective tourists on the other. In this dialogic interaction, tourism discourse, while representing and producing tourism as a global cultural industry, shows it to be on the move. Language movement in the tourism experience is here highlighted in the various methodological approaches and viewpoints offered by the investigations gathered in this volume.

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Go Before They’re Gone. A Comparative Analysis of Online Travel Coupon Advertising (Maria Cristina Aiezza)


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Go Before They’re Gone. A Comparative Analysis of Online Travel Coupon Advertising

1.   Introduction and background

E-commerce marketplaces selling daily deal-vouchers have today become a popular marketing tool, able to connect potential buyers with local merchants. By offering discounted services and products, such providers enable businesses to exploit the potentialities of the Internet to promote their activities and to attract new, price-conscious customers (Bohacek 2015). Deals-of-the-day are online offers active for a limited time and applying a deep discount rate. The system was originally based on collective buying power, i.e. a minimum amount of purchasers was needed for a deal to become active, yet most sellers are today removing this limitation. Deals are sold by intermediary websites, e.g. Groupon and Wowcher, which require buyers to pay upfront and then print their coupon in order to redeem it at the merchant’s property (Mintzer 2013; Aiezza forth.). Offers range from restaurants to shopping, from art classes to medical treatments.

The sector of travel and tourism has been greatly affected by the development of Information and Communication Technologies (ICTs). Recent statistics reveal the importance of the Internet for the tourist industry and, in particular, for the accommodation sector. For instance, considering the demand side, in 2014, 55% of rented tourist accommodation was booked online by residents of the European Union. As concerns supply, the sector was significantly ahead of the whole economy: in the same year, 95% of...

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