The fit effect of tier structure of loyalty programs on luxury and non-luxury brands

IF 8.3 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2025-09-19 DOI:10.1016/j.ijhm.2025.104429

Edmund Y. Wu , Morgan X. Yang , Haksin Chan , Delong Wen

引用次数: 0

Abstract

This research examines an important yet unexplored topic concerning tier-based loyalty programs (TLPs) in the hospitality industry, namely leveraging the fit between tier structure and brand positioning to achieve favorable brand perceptions. The results of an experiment reveal that the mere congruence of a more-tier (fewer-tier) structure with a hotel’s luxury (non-luxury) brand positioning can enhance consumers’ brand attitudes. The empirical findings also confirm brand–TLP congruency as the mechanism underlying the enhanced brand attitudes. By confirming the beneficial effects of matching TLP cues with hotel brand characteristics, this research enriches the hospitality literature and offers actionable insights for practitioners.

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忠诚度计划层级结构对奢侈与非奢侈品牌的契合效应

本研究探讨了一个关于酒店行业基于层次的忠诚度计划（TLPs）的重要但尚未探索的主题，即利用层次结构和品牌定位之间的契合度来实现良好的品牌认知。实验结果表明，酒店的多层（少层）结构与酒店的豪华（非豪华）品牌定位的一致性可以增强消费者的品牌态度。实证结果也证实了品牌与腿腿的一致性是品牌态度增强的机制。通过确认将TLP线索与酒店品牌特征相匹配的有益效果，本研究丰富了酒店文献，并为从业者提供了可操作的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.