The purpose of this study was to examine the effects of different types of hotel rewards programs on
consumers’ program loyalty depending on membership tier levels. The findings of the study indicated that higheconomic/low-social rewards programs were the most effective for program loyalty regardless of membership tier levels.
Also, there was a significant interaction effect between types of rewards programs and membership tier levels. When
high-social/low-economic rewards were given, higher-tier members displayed greater program loyalty. The findings of
this study may be implemented to help hotels develop effective rewards programs for members of various tiers and
allocate resources efficiently.