Channel Incentive Travel Programs: Stakeholders Perceptions and Indicators of Satisfaction and Loyalty Based on the Incentive Travel Experience

Channel Incentive Travel Programs: Stakeholders Perceptions and Indicators of Satisfaction and Loyalty Based on the Incentive Travel Experience

Channel incentive travel is a lucrative market for many hospitality suppliers and plays a vital role in meeting many companies’ business objectives. Despite this vital role, many people do not understand what channel incentive travel is and how it can be used to meet business objectives. This study uses qualitative analysis was to determine why channel incentive travel is used by companies and why dealers participate. To gain a holistic perspective of a channel incentive travel program, key stakeholders (dealer participants, the sponsoring company, and suppliers) were interviewed. Quantitative analysis provides empirical support for three success factors (satisfaction, loyalty, and motivation to increase sales). The independent variable “I would recommend other dealers try to reach the goal of earning an incentive travel trip” was significant in all three models contained within this study. The significance of this variable is a strong indication that participants understand the value and benefits of the channel incentive travel program and would recommend that others try to earn the reward.