Identyfikacja czynników warunkujących stosowanie programów lojalnościowych przez biura podróży w Polsce
Identification of factors determining the implementation of loyalty programs in travel agencies in Poland

Summary/Abstract: The main purpose of the presented paper is to analyze the implementation of loyalty programs experiences and to identify the factors influencing the use of them in the marketing activities of travel agencies in Poland. The results of conducted research, using the classification trees method, indicated that the most important factor determining the implementaion of loyalty programs in travel agencies sector is the size of those entieties, expressed by the level of employment, and secondly type of activity and the specificity of theirs services.

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