Do Members Want the Bells and Whistles? Understanding the Effect of Direct and Partner Benefits in Hotel Loyalty Programs
Document Type
Article
Publication Date
5-21-2018
Publication Title
Journal of Travel & Tourism Marketing
First page number:
1
Last page number:
13
Abstract
As a way of increasing the perceived value of hotel loyalty programs, hoteliers are partnering with non-hotel brands to differentiate and drive member engagement. We examine the effect of such strategic alliances on the loyalty to a member program and further test a structural equation model with n = 469 active loyalty members. Our model investigates whether tier status and satisfaction function as mediators of the effects of a strategic alliance on brand loyalty. Our findings indicate that the benefits that loyalty programs and partnerships with non-hotel brands offer can positively influence brand loyalty when the member’s tier status and satisfaction mediates.
Keywords
Hedonic value; Loyalty program; Partnerships; Strategic alliances; Symbolic value; Utilitarian value
Disciplines
Hospitality Administration and Management | Marketing | Tourism and Travel
Language
English
Repository Citation
Yoo, M. (.,
Berezan, O.,
Krishen, A. S.
(2018).
Do Members Want the Bells and Whistles? Understanding the Effect of Direct and Partner Benefits in Hotel Loyalty Programs.
Journal of Travel & Tourism Marketing
1-13.
http://dx.doi.org/10.1080/10548408.2018.1473191
