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Conceptualising Destination Membership Cards for Elite Travellers

Author

Listed:
  • 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)

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.

Suggested Citation

  • Thirumaran K & Eijdenberg Emiel L., 2021. "Conceptualising Destination Membership Cards for Elite Travellers," Zeitschrift für Tourismuswissenschaft, De Gruyter, vol. 13(1), pages 1-21, May.
    • Handle: RePEc:bpj:touwis:v:13:y:2021:i:1:p:1-21:n:6
    DOI: 10.1515/tw-2021-0001
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    References listed on IDEAS

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    1. Liebermann, Yehoshua, 1999. "Membership Clubs as a Tool for Enhancing Buyers' Patronage," Journal of Business Research, Elsevier, vol. 45(3), pages 291-297, July.
    2. Waligo, Victoria M. & Clarke, Jackie & Hawkins, Rebecca, 2013. "Implementing sustainable tourism: A multi-stakeholder involvement management framework," Tourism Management, Elsevier, vol. 36(C), pages 342-353.
    3. Martin Schnitzer & Maximilian Seidl & Philipp Schlemmer & Mike Peters, 2018. "Analyzing the Coopetition between Tourism and Leisure Suppliers—A Case Study of the Leisure Card Tirol," Sustainability, MDPI, vol. 10(5), pages 1-20, May.
    4. Melek Meral Anitsal & Ismet Anitsal & Selin Anitsal, 2019. "Is your business sustainable? A sentiment analysis of air passengers of top 10 US-based airlines," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 29(1), pages 25-41, January.
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