A Conceptual and Empirical Framework for the Development of a Country Wide Loyalty Scheme Servicing the Cyprus Tourism Industry
Date Issued
October 2013
Abstract
Customer loyalty programs have become more
popular in today’s competitive business environment
even though they have stimulated the attention of the
hospitality industry since the mid 80’s. Shifting from the
mainstream conquest marketing, that is, the constant
search for new customers, the tourism industry has
focused its attention on loyalty and retention marketing
via the development of loyalty schemes. While many
segments of the industry have successfully developed and
utilized loyalty programs/schemes in the past three
decades, the development of a holistic and integrated
country-wide customer loyalty scheme still poses major
conceptual and methodological challenges. The
empirical findings obtained in this paper have both
conceptual and methodological implications as well as
added value for tourism policymakers and industry
stakeholders when planning promotion strategies for
tourism destinations worldwide.
popular in today’s competitive business environment
even though they have stimulated the attention of the
hospitality industry since the mid 80’s. Shifting from the
mainstream conquest marketing, that is, the constant
search for new customers, the tourism industry has
focused its attention on loyalty and retention marketing
via the development of loyalty schemes. While many
segments of the industry have successfully developed and
utilized loyalty programs/schemes in the past three
decades, the development of a holistic and integrated
country-wide customer loyalty scheme still poses major
conceptual and methodological challenges. The
empirical findings obtained in this paper have both
conceptual and methodological implications as well as
added value for tourism policymakers and industry
stakeholders when planning promotion strategies for
tourism destinations worldwide.
Subjects
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