To read the full version of this content please select one of the options below:

A structural analysis of hotel sector loyalty programmes

Adrian Palmer (Professor of Tourism Marketing, University of Ulster, Magee College, Londonderry, Northern Ireland)
Una McMahon‐Beattie (Lecturer, Hotel and Tourism Management, School of Leisure and Tourism, University of Ulster at Jordanstown, Newtownabbey, Northern Ireland)
Rosalind Beggs (Lecturer in Hotel and Tourism, University of Ulster, Magee College, Londonderry, Northern Ireland)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 1 February 2000

Abstract

Analyses the variety of loyalty programmes that exist within the UK corporate hotel sector. A literature review leads to the proposition that in order to be cost‐effective in stimulating repeat business, loyalty programmes should reflect the business environment in which they operate. Loyalty programmes vary in the extent to which they collect, analyse and use customer information. A conceptual framework is developed in which information management and customisation are related to each other. This proposition supports the argument that there is no single formula for the development of a successful loyalty programme within the hotel sector. Although questions are raised about how the effectiveness of a loyalty programme can be measured, the proposition that market characteristics, information intensity and level of customisation can influence the effectiveness of a loyalty programme, is accepted.

Keywords

Citation

Palmer, A., McMahon‐Beattie, U. and Beggs, R. (2000), "A structural analysis of hotel sector loyalty programmes", International Journal of Contemporary Hospitality Management, Vol. 12 No. 1, pp. 54-60. https://doi.org/10.1108/09596110010305145

Publisher

:

MCB UP Ltd

Copyright © 2000, MCB UP Limited