Customer Loyalty Program: Tourist Destination and Bonus Card System

Bachelor Thesis , 2004 , 118 Pages , Grade: 1,0 (A)

Tourism - Miscellaneous

The questions this thesis is trying to answer are

* Can a bonus card system help to make the tourists loyal to a destination and turn one-time visitors into frequent repeaters?
* What is the difference to the already existing tourist cards offered by many destinations already?
* Can such a system be combined with the visitor′s tax tourists have to pay in many resorts and help to improve its image and acceptance?
* How can such a system be implemented?

This thesis is one of the first essays about the combination bonus card and destination. Yet there is no specific literature existing about this subject and therefore also descriptions of other areas will be used and adapted. One of the basic objectives of this essay is, to give arguments for a tourist destination to convince possible partner companies to enter such a program and not to be afraid of the investment, and to deliver a guide for the implementation of a destination bonus card system.

Inhaltsverzeichnis (Table of Contents)

• 1. Introduction
  • 1.1. Subject and Objective
  • 1.2. Approach
• 2. Fundamentals
  • 2.1. The Customer
    • 2.1.1. The Status of the Customer
    • 2.1.2. Customer Value
    • 2.1.3. The Customer as Prosumer
  • 2.2. Customer Retention
    • 2.2.1. The Importance of Loyal Customers
    • 2.2.2. Basics for the Loyalty
      • 2.2.2.1. Customer Satisfaction
      • 2.2.2.2. Added Value
      • 2.2.2.3. Proximity to the Customer
    • 2.2.3. Instruments
  • 2.3. Card-Systems as Marketing Instrument
    • 2.3.1. A General Overview
    • 2.3.2. The Customer Card
      • 2.3.2.1. The Position of the Customer Card
      • 2.3.2.2. Objectives of Card Emissions
      • 2.3.2.3. Functions of Cards
    • 2.3.3. Cards in Tourism
      • 2.3.3.1. The Difference of Tourist Cards
      • 2.3.3.2. The Function of Tourist Cards
      • 2.3.3.3. Tourist Cards versus Citizen Cards
    • 2.3.4. Provision of Cards
  • 2.4. The Tourist Destination and the Darss Peninsula
    • 2.4.1. The Tourist Destination
    • 2.4.2. Destination MV
      • 2.4.2.1. Facts about MV
      • 2.4.2.2. The Darss Peninsula
  • 2.5. The Visitor's Tax
    • 2.5.1. The Visitor's Tax in Germany
    • 2.5.2. Ahrenshoop's Ordinance as Example
    • 2.5.3. Comprehension Difficulties for the Tourists
  • 2.6. Benchmarking
    • 2.6.1. Definition
    • 2.6.2. Types of Benchmarking
      • 2.6.2.1. Internal Benchmarking
      • 2.6.2.2. External Benchmarking
    • 2.6.3. The Use of Benchmarking in this Essay

  Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

  This thesis aims to explore the potential of a customer loyalty program, specifically a bonus card system, for a tourist destination. The study focuses on the Darss Peninsula, a popular destination in Mecklenburg-Vorpommern, Germany. By analyzing existing card systems in tourism and other sectors, the thesis investigates the feasibility of implementing such a program in the Darss region. Key themes of the thesis include:
  • Customer Loyalty and Retention
  • Tourist Card Systems and their Applications
  • Benchmarking and Market Analysis
  • The Visitor's Tax and its Impact on Tourism
  • Implementation Strategies for a Destination Bonus Card System

  Zusammenfassung der Kapitel (Chapter Summaries)

  • Chapter 1 introduces the subject and objective of the thesis, outlining the scope and purpose of the study. It also details the methodology used for the research.
  • Chapter 2 delves into the fundamentals of customer loyalty, customer retention, and card-based marketing instruments. This section provides a theoretical foundation for the subsequent analysis.
  • Chapter 3 presents a benchmarking study of various card systems in tourism and other sectors. It compares different models, analyzing both successful and unsuccessful implementations.
  • Chapter 4 analyzes data collected from the Darss Peninsula, including visitor numbers, surveys, and questionnaires. This chapter aims to understand the potential demand for and impact of a bonus card system in the region.
  • Chapter 5 outlines a procedure for implementing a destination bonus card system in the Darss Peninsula. It presents the steps involved, from defining objectives to setting up a project structure.

  Schlüsselwörter (Keywords)

  This study explores the concept of customer loyalty in the context of tourism, specifically focusing on the implementation of a bonus card system for a tourist destination. The thesis investigates key themes such as customer retention, tourist card systems, benchmarking, visitor's tax, and implementation strategies. It analyzes existing card systems in tourism and other sectors, drawing on examples from the tourism industry and other market segments. The research aims to provide a comprehensive overview of the potential benefits and challenges of implementing a destination bonus card system in the Darss Peninsula, Germany.

• College: Stralsund University of Applied Sciences
• Grade: 1,0 (A)
• Author: Timo Kühnle (Author)
• Publication Year: 2004
• Pages: 118
• Catalog Number: V31346
• ISBN (eBook): 9783638323857
• ISBN (Book): 9783638851701
• Language: English
• Tags: Customer, Loyalty, Program, Tourist, Destination, Bonus, Card, System