Conceptualising Destination Membership Cards for Elite Travellers

Thirumaran K () and Eijdenberg Emiel L. ()
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Thirumaran K: James Cook UniversityJCU Singapore Business School149 Sims Drive, 387380Telephone: +65 6709 3716Fax: +65 6455 2833SingaporeSingapore
Eijdenberg Emiel L.: James Cook UniversityJCU Singapore Business School149 Sims Drive, 387380Telephone: +65 6709 3748Fax: +65 6455 2833SingaporeSingapore

Zeitschrift für Tourismuswissenschaft, 2021, vol. 13, issue 1, 1-21

Abstract: This study explores two different destination membership card models with the aim of developing a comprehensive framework for understanding this aspect of elite travel. Through a comparative analysis of the different types of destination membership cards, we develop a model that situates tourism knowledge and suggests areas of further research in this under-explored area. Two important destination membership card models are identified: state supported and private sector based. The state-supported agent offers privileged membership, consolidates resources, and creates exclusive experiences. Conversely, the private-sector-based agent tends to amass the resources offered by destination businesses to create exclusive services and provide special access to resources. Both types are significant agents that channel and empower travellers in the high-end segment, thereby creating further differentiation in products and services in the context of market segmentation.

Keywords: Destination image; destination marketing; loyalty reward programmes; luxury travel; tourism (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:bpj:touwis:v:13:y:2021:i:1:p:1-21:n:6

DOI: 10.1515/tw-2021-0001

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