Determinants of Tourism Coupon Redemption

ABSTRACT

In spite of the importance of tourism coupon distribution in China, little is known about the impact of determinants on tourism coupon redemption (TCR). The purpose of this study is to investigate key influence factors of TCR using a structural equation modeling approach. Based on literature review, five antecedents of TCR were identified: face value, redemption costs, redemption limitations, brand awareness, and income and education level of tourists. Survey data from 516 tourism coupon holders in Hangzhou, China, demonstrate that face value and brand awareness are positively related to TCR, while redemption costs and redemption limitations have negative impacts on TCR.

KEYWORDS:

• Tourism coupon
• redemption
• determinants
• structural equation modeling

Additional information

Funding

Funding for this research was provided by the National Natural Science Foundation of China (Grant Nos. 41371149) and China Scholarship Council Funding (Grant Nos. 201308320172).

Notes on contributors

Xia Wang

Xia Wang, School of Geographic and Oceanographic Sciences, Nanjing University, No. 163, Xianlin Road, Nanjing 210023, China (E-mail: [email protected]).

Jin-He Zhang

Jin-He Zhang is Professor, School of Geographic and Oceanographic Sciences, Nanjing University, No. 163, Xianlin Road, Nanjing 210023, China (E-mail: [email protected]).

Xiao-Gen Wu

Xiao-Gen Wu is Professor, School of Geographic and Oceanographic Sciences, Nanjing University, No. 163, Xianlin Road, Nanjing 210023, China (E-mail: [email protected]).