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Daily Deals Usage in the Pandemic Context of the Slovenian Hotels: Technology Adoption Perspective

In: Information and Communication Technologies in Tourism 2023

Author

Listed:
  • Miha Bratec

    (University of Primorska)

  • Petra Zabukovec Baruca

    (University of Primorska)

  • Katarzyna Minor

    (Cardiff Metropolitan University)

Abstract

This paper analyses the usage of Daily Deals (DDs) in the COVID-19 pandemic context. A constructivist approach and grounded theory methodology are applied to study the managerial DDs usage in Slovenian hotels. The results show a predominance of organisational and external environmental factors, such as government regulation, linking structures, and industry characteristics, on the usage of DDs. These are shown in a conceptual DDs usage model. The study contributes to the hotel digital marketing literature by merging the two leading technology adoption frameworks to explain the formation of attitude and usage of DDs in a specific pandemic context.

Suggested Citation

  • Miha Bratec & Petra Zabukovec Baruca & Katarzyna Minor, 2023. "Daily Deals Usage in the Pandemic Context of the Slovenian Hotels: Technology Adoption Perspective," Springer Proceedings in Business and Economics, in: Berta Ferrer-Rosell & David Massimo & Katerina Berezina (ed.), Information and Communication Technologies in Tourism 2023, pages 105-110, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-25752-0_12
    DOI: 10.1007/978-3-031-25752-0_12
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