INTEGRATION OF CORPORATE SOCIAL RESPONSIBILITY INTO LOYALTY PROGRAMS IN THE TOURISM INDUSTRY

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.