- Verónica Leoni, Vicente Ramos, and Bartolomé Deyá are the authors of this new scientific article published in Current Issues in Tourism, one of the most influential journals in the field of ‘Hospitality and Tourism’.
- Dingus has provided the data for the research, which seeks to open an avenue of analysis on the real impact of limited-time discounts, also in hotels.
“Prominent shopping holidays such as Black Friday (BF), Cyber Monday, Singles’ Day, and Big Billion Days have experienced a meteoric rise in popularity worldwide. Specifically, BF is universally recognized and vigorously promoted. This has generated substantial interest within the academic realm, particularly in the context of marketing and retail management, and has focused on the purchase of products, such as electronics on Cyber Monday and clothing on BF. However, these shopping events have repercussions that extend far beyond the retail sector. In the years following 2009, fueled by the growing role of online channels in travel intermediation, many tourism companies have joined this practice, dedicating significant marketing efforts towards BF. Its relevance to the tourism industry is clearly reflected in the campaigns of companies and in tourism magazines and professional publications, with over 125 articles discussing the impact of BF on tourism companies and their bookings.” Surprisingly, there is a shortage of academic research examining the effects of BF on the tourism industry, and that is ultimately the aim of the new study by experts from the University of the Balearic Islands, the second to have involved Dingus in providing statistical data and advice on tourism distribution behavior.
Under the title ‘Irresistible Offers Beyond the Mall: Effects of Black Friday on Tourism’, the document provides “a theoretical framework for consumer behavior during time-limited discounts. On one hand, consumer responses to discounts can be examined through the lens of compulsive behavior, under which it would be expected that BF campaigns drive hotel bookings and revenues.” From another perspective, participation “could stem from a well-defined and strategic consumer behavior, in which they act rationally, waiting for shopping events to book vacations.” In this case, “BF campaigns could result in merely a temporary displacement in hotel bookings, rather than generating additional reservations. This phenomenon – the authors explain – known as ‘consumption displacement’ implies that bookings are simply redistributed over time, without a genuine increase in the total volume received.” The study is just the starting point to give more relevance to tourism in the circuit of academic research that may ultimately prove useful for sector stakeholders when designing better promotional campaigns.
For Dingus, in the words of the two direct collaborators on the project, Jaume Monserrat and Emilio Torrens, “the relationship with the university in general and with the UIB in particular has been one of the most important elements in our innovation strategy. We highly value participating in research circuits at these levels, and we feel very honored that the team of Leoni, Ramos, and Deyá chose us to participate for the second time in one of their studies. Their conclusions provide Dingus with knowledge and generate new ideas for the development of high-value services.”
Cristina Torres. Dircom Dingus®
