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

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