Pgrams need to be measured on both their short-term and long-term value, and at a participant and organizational level, according to Fay Beauchine, president, Business Loyalty, Aimia; founding president of the Site International Foundation; and past president of Site Global. That’s where the study’s “memorable” measurement comes in, focused on attendees’ emotional responses to, and the intensity of their memories about, various aspects of the incentive travel ...

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