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Journal of Hospitality & Tourism Research, Vol. 15, No. 3, 51-64 (1992)
DOI: 10.1177/109634809201500306

Do Business Travelers Who Belong to Frequent Guest Programs Differ from Those Who Don't Belong?

Ken W. McCleary

Virginia Polytechnic Institute and State University

Pamela A. Weaver

Virginia Polytechnic Institute and State University

Most major hotel chains have developed programs that reward travelers for repeat visits. These programs, often called frequent guest programs, have been controversial promotional techniques primarily because of their cost. The study reported here examines a sample of business travelers to see if the characteristics of those who belong to frequent guest programs are different from those who do not belong to the programs. Key Words: promotion, frequent guest programs, market ing.


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