Developing a Country-wide Tourist Loyalty Scheme: A Barren Landscape

Anastasios Zopiatis, Antonis L. Theocharous, Petros C. Kosmas, Craig Webster, Yioula Melanthiou

Research output: Contribution to journalArticle

Abstract

Loyalty programs, popular in today's competitive business environment, have been capturing the attention of the tourism industry since the mid 80's. While many segments of the industry have successfully utilized loyalty programs, the development of a country-wide loyalty scheme still poses major challenges. Reflecting the findings of an extensive mixed methods research, the paper set out to empirically investigate tourists' willingness to participate in a country-wide loyalty scheme, define the incentives they expect from such a scheme, and, explore the perceptions of hospitality stakeholders towards this potential development. Findings are of interest to both academic scholars and industry stakeholders.

Original languageEnglish
Pages (from-to)579-590
Number of pages12
JournalInternational Journal of Tourism Research
Volume18
Issue number6
DOIs
Publication statusPublished - 1 Nov 2016

Keywords

  • Cyprus
  • Loyalty Schemes
  • Mixed Methods
  • Relationship Marketing
  • Tourism

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