Improving Coverage of Travel Customer Loyalty Programs

Ronald Larson

Makale detayları

Improving Coverage of Travel Customer Loyalty Programs

Yazarlar:

Ronald Larson

Yayıncı:

Aydin Adnan Menderes University

Ana Başlıklar:

Turizm (Diğer)

Dergi:

Journal of Travel and Tourism Research Vol.25 Issue 25, pp.71-93

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

İngilizce

Document ID (Org No.):

2001323534

pISSN:

1302-8545

Anahtar kelimeler:

Özet:

 To make sound decisions using customer data, travel and tourism marketers need quality information on all buyer segments. Individuals who belong to many loyalty programs may join more programs and are probably over-represented in databases. This research identifies the factors associated with widespread participation in frequent traveler and retail shopper programs with a national survey of US adults N1399 to identify factors associated with having more memberships. The ordered probit regression results for both types of programs were compared. Individuals with a future-focus, higher impulsivity, and more education tended to have more memberships in both program classes. Those with a today-focus, lower impulsivity, and less education tended to have fewer memberships and could be targeted with incentives to boost database coverage. Differences in results for the two types of programs suggest that loyalty membership studies need to be specific to the travel and tourism industries.

 To make sound decisions using customer data, travel and tourism marketers need quality information on all buyer segments. Individuals who belong to many loyalty programs may join more programs and are probably over-represented in databases. This research identifies the factors associated with widespread participation in frequent traveler and retail shopper programs with a national survey of US adults N1399 to identify factors associated with having more memberships. The ordered probit regression results for both types of programs were compared. Individuals with a future-focus, higher impulsivity, and more education tended to have more memberships in both program classes. Those with a today-focus, lower impulsivity, and less education tended to have fewer memberships and could be targeted with incentives to boost database coverage. Differences in results for the two types of programs suggest that loyalty membership studies need to be specific to the travel and tourism industries.

 To make sound decisions using customer data, travel and tourism marketers need quality information on all buyer segments. Individuals who belong to many loyalty programs may join more programs and are probably over-represented in databases. This research identifies the factors associated with widespread participation in frequent traveler and retail shopper programs with a national survey of US adults N1399 to identify factors associated with having more memberships. The ordered probit regression results for both types of programs were compared. Individuals with a future-focus, higher impulsivity, and more education tended to have more memberships in both program classes. Those with a today-focus, lower impulsivity, and less education tended to have fewer memberships and could be targeted with incentives to boost database coverage. Differences in results for the two types of programs suggest that loyalty membership studies need to be specific to the travel and tourism industries.

 To make sound decisions using customer data, travel and tourism marketers need quality information on all buyer segments. Individuals who belong to many loyalty programs may join more programs and are probably over-represented in databases. This research identifies the factors associated with widespread participation in frequent traveler and retail shopper programs with a national survey of US adults N1399 to identify factors associated with having more memberships. The ordered probit regression results for both types of programs were compared. Individuals with a future-focus, higher impulsivity, and more education tended to have more memberships in both program classes. Those with a today-focus, lower impulsivity, and less education tended to have fewer memberships and could be targeted with incentives to boost database coverage. Differences in results for the two types of programs suggest that loyalty membership studies need to be specific to the travel and tourism industries.

Makale detayları

Improving Coverage of Travel Customer Loyalty Programs

Yazarlar:

Ronald Larson

Yayıncı:

Aydin Adnan Menderes University

Ana Başlıklar:

Turizm (Diğer)

Dergi:

Journal of Travel and Tourism Research Vol.25 Issue 25, pp.71-93

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

İngilizce

Document ID (Org No.):

2001323534

pISSN:

1302-8545

Frequent Traveler

Guest Loyalty

Marketing Database Coverage

Impulsivity

Time Preferences

Privacy Concerns

Retail CustomersFrequent Traveler

Guest Loyalty

Marketing Database Coverage

Impulsivity

Time Preferences

Privacy Concerns

Retail Customers

Sayı

Makale detayları

Yazarlar: Ronald Larson

Yayıncı: Aydin Adnan Menderes University

Ana Başlıklar: Turizm (Diğer)

Dergi: Journal of Travel and Tourism Research Vol.25 Issue 25, pp.71-93

Belge Tipi: Makale

Yayın Tarihi: 12/2024

Belge Dili: İngilizce

Document ID (Org No.): 2001323534

pISSN: 1302-8545

Sayı

Yazarlar:

Ronald Larson

Yayıncı:

Aydin Adnan Menderes University

Ana Başlıklar:

Turizm (Diğer)

Dergi:

Journal of Travel and Tourism Research Vol.25 Issue 25, pp.71-93

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

İngilizce

Document ID (Org No.):

2001323534

pISSN:

1302-8545