Loyalty Programs not only encourage and reward customer
loyalty but allow a company to learn specific details
about an individual’s patterns and behaviour. However
while these programs are widely utilised little has been
written about them in tourism and hospitality marketing
literature. This study has three purposes, to analysis
the Scandinavian hotel loyalty program marketplace, to
analysis member/non-member behaviour and attitudes and
to draw conclusions as to what will make loyalty
programs more valuable to both the member and hotel. pdf
2006
