This case study allows you to think about how the information obtained when travelers join and participate in frequent user (loyalty) programs special tourism events can be used and/or misused. In particular, youmust decide what types of information is ethical to obtain, how it can be used, how long it should be retained, whether it can be shared with other organizations, and other policy related issues. Are you a member of travel related frequent user (loyalty) program(s)?
1) Describe why you joined these programs.
2) List both potential positive and negative aspects of these programs. Begin by looking at the effects that would be listed as positive from a marketing perspective. Next, look at the potential negatives as a customer whose potential private information could be obtained and stored.
3) After developing lists of pros and cons, state your decisions both on your opinion as a consumer and on youropinion as a manager within an organization who could use this information.
Find examples of frequent user programs provided by at least three different tourism service suppliers in different segments of the industry.
What technological advances have had the most significant changes on the tourism industry?
How can technology be used to enhance productivity?
How can technology be used to improve both internal and external communications?
How has the Internet changed the delivery of tourism services?
How can technology be used to enhance customer service?