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Abstract

Customer loyalty programmes are considered a common marketing tool in tourism. It is argued that loyalty programmes increase the revenue, others doubt the effectiveness. Since tourism is one of the fastest growing industries in the world and therefore, has a huge impact on people, economy and environment, the aim was to identify how sustainability in a hotel and its periphery might be a helpful strategy to induce loyalty – which also would increase the tourism’s sustainability itself. A theoretical approach was used. Based on a thorough literature review in order to determine the state of the art of research related to customer loyalty programmes and sustainability, a priori hypotheses was generated. Resulting from this, a model was created that shows how sustainability in a hotel and its periphery might be a helpful strategy to induce loyalty – which also would increase the tourism’s sustainability itself. It is limited by the assumption that the introduced sustainability is having a positive effect on the customers’ loyal behaviour. Further research might be necessary in order to put the theory to test and find out how much positive impact sustainable hotels really have.

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