出版社：Sveučilište u Rijeci, Fakultet za menadžment u turizmu i ugostiteljstvu, Opatija
摘要：Loyalty programs are a step further than frequency programs and they help to develop advocates of the company in the marketplace. The paper focuses on loyalty programs in the tourism industry and, further, applies corporate social responsibility into loyalty programs. Joint donation, environmental-friendly programs and programs of care for people are proposed as social responsible loyalty programs. They include psychological and emotional bonds between the supplier and its customers on the basis of corporate social responsibility. Managerial implications in this regard are given.
关键词：tourism; loyalty programs; corporate social responsibility; advocates
