Title: Hotel flash sales consumers: Who are they?

Authors: Katerina Berezina; Kelly J. Semrad; Asli D.A. Tasci; Cihan Cobanoglu

Addresses: College of Hospitality and Tourism Leadership, University of South Florida Sarasota-Manatee, 8350 N. Tamiami Tr., Sarasota, FL 34243, USA ' Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Boulevard, Orlando, FL 32819, USA ' Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Boulevard, Orlando, FL 32819, USA ' College of Hospitality and Tourism Leadership, University of South Florida Sarasota-Manatee, 8350 N. Tamiami Tr., Sarasota, FL 34243, USA

Abstract: Although flash sales are currently a ubiquitous phenomenon in consumption of many products, including tourism and hospitality products and services, there is a lack of empirical evidence that identifies the types of consumer profiles purchasing flash sales deals. In an effort to fill this void, a total of 358 participants were surveyed to define those personality traits that contribute to the use of hotel flash sales. The study presents a first attempt to empirically assess the psychographic profile of hotel flash sales consumers, and provides important managerial implications based on those profiles. Results reveal that hotel flash sales consumers were more likely to be quality conscious, variety-seekers, and market mavens when compared to other consumers. In addition, and contrary to hotel managers' assumptions that flash sales consumers are price conscious, no profile difference was observed between these and other consumers.

Keywords: hotel flash sales; Groupon; personality traits; consumer profiles; psychographic traits; hotels; hotel industry.

DOI: 10.1504/IJRM.2016.077022

International Journal of Revenue Management, 2016 Vol.9 No.2/3, pp.127 - 146

Available online: 17 Jun 2016 *

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