This study examines how the Winnebago Itasca Travelers (WIT) Club attracts new
customers and builds customer loyalty by using vocabularies of motives and core
framing activities. Utilising social movement theory, this analysis finds that
WIT members have an instrumental vocabulary about potential problems that serve
as tools for recruiting new members. The instrumental vocabulary encompasses the
diagnostic and prognostic frames of retirement, travel and information. WIT
members also utilise an expressive vocabulary justifying their club-related
behaviour; these motivational frames of friendship, fellowship and fun provide a
rationale for increasing active association within the club. Findings are
discussed in the light of relationship marketing.
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