Evidence of Member Hotel Programs Boosting Loyalty

This study extends previous research on tourists’ loyalty by measuring the duel dimensions of loyalty toward a destination resort - attitudinal and behavioral. A satisfaction-loyalty model was tested using an online survey and the resort’s reservation database. Customers’ satisfaction with the value for their money and their overall satisfaction ratings were found to be significant predictors of attitudinal loyalty. Customers’ satisfaction with room cleanliness and comfort was found to be a significant predictor of behavioral loyalty. Members of the hotel’s loyalty program were found to have stronger ties between attitudinal loyalty and behavioral loyalty. Implications for management and future research are presented.

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