discount coupon. the origin of the discount coupon in tourism and travel is uncertain, but the idea and practice of offering something for free as past of a marketing and promotional effort was launched in 1895 by the inventor of coca-cola. for decades, coupon have been a way to bundle tourism offers and thereby stimulate additional demand and to pioneer new or less recognized offers to tourist. discount coupons, and their later version as destination cards, have been of importance for destination building and collaboration between tourism provides.