This paper reviews the concepts of loyalty and loyalty strategies both in retail and in leisure and tourism — and the increasing integration of retail concepts into leisure and tourism. Through use of case studies, the paper details management views on the strategic significance of retail and retail loyalty within a range of UK-based leisure and tourism organisations. It also details specific loyalty practices. A series of implications are derived from a cross-evaluation of the case studies.
Professor Jillian Farquhar leads the doctoral programme in London Guildhall School of Business. Her research interests include marketing strategy particularly in the marketing of financial services as well as case study research methods. She has authored books, book chapters and papers and edited a leading bank marketing journal. She is Senior Associate of the Centre for Risk, Banking and Financial Services at the University of Nottingham. Current research interests include branding and case study research methods. Dr Nicolette Michels is MBA Programme Lead in the Business Faculty at Oxford Brookes University. Nicolette's research interests draw on a range of disciplinary areas including Marketing, Enterprise, Organisational Management and Knowledge Exchange. Incorporating experience of conducting research, consultancy and mentoring in, with and for academic, public and private sector stakeholders, Nicolette is interested in supporting meaningful knowledge work between the academic and wider communities.
Enterprise education has been identified as suffering from fluctuating policy, inconsistent funding and faddish practice, thereby limiting the development of a sustainable community of scholar-practitioners. In view of these constraints, this article considers the position of often-isolated enterprise educators and focuses on the role networks play in supporting their sustainable professional development and hence the domain itself. A case-based analysis draws on social-constructivist concepts of networks and communities of practice (CoPs) to analyse a UK network, Enterprise Educators UK (EEUK). It is argued that the member-driven nature of EEUK is unique and important for providing a sustainable forum through which enterprise educators can engage, share practice, find identity, develop ownership of and deliver sustained innovation in enterprise education. Generating a rich picture of the enterprise educator’s ecosystem, the article makes a methodological contribution to network research by undertaking a longitudinal analysis of a decade of ‘Best Practice’ events. It extends the CoP theory of peripheral participation and identity in professional associations and derives practical implications for enterprise educator networks. Recommendations are made for future research and dissemination of enterprise educator practice at, between and beyond events to further the development of the international enterprise education domain.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.