Review article
https://doi.org/10.20867/thm.16.1.8
Integration of corporate social responsibility into loyalty programs in the tourism industry
Helena Nemec Rudež
; Univerisity of Primorska, Turistica – Faculty of Tourism Studi, Portorož, Slovenia
Abstract
Loyalty programs are a step further than frequency programs and they help to develop advocates of the company in the marketplace. The paper focuses on loyalty programs in the tourism industry and,
further, applies corporate social responsibility into loyalty programs. Joint donation, environmental-friendly programs and programs of care for people are proposed as social responsible loyalty programs. They include psychological and emotional bonds between the supplier and its customers on the basis of corporate social responsibility. Managerial implications in this regard are given.
Keywords
tourism; loyalty programs; corporate social responsibility; advocates
Hrčak ID:
64583
URI
Publication date:
5.5.2010.
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