The Gorgeous Brand: Understanding Consumer’ Conspicuous Consumption for Luxury Tourism Products

IF 3.1 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Tourism and Services Pub Date : 2022-06-30 DOI:10.29036/jots.v13i24.308

Tzu-Ching Lai, Chia-Li Hsieh, Edward C. S. Ku

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引用次数: 4

Abstract

This study aimed to examine how prestige sensitivity and fashion leadership affect conspicuous consumption via specific products and the moderate role of brand consciousness on conspicuous consumption. We collected samples of conspicuous consumption behaviour from three famous travel online communities’ consumers by mailing an online survey hyperlink to those who qualified tourists. Statistical analysis involved the use of SPSS and SmartPLS programs. As prestige sensitivity and fashion leadership can contribute to conspicuous consumption, the uniqueness of luxury tourism products should be considered as a mediator variable in determining conspicuous consumption. Tourism marketers can communicate prestige to the consumer through advertising that encourages the consumer to purchase. Advertising oriented toward prestige sensitivity can play an attractive role in luxury tourism product sales. Luxury tourism providers need to stand out and differentiate their product characteristics to suit the individual needs through differentiated products or dedicated services.

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华丽品牌：解读消费者对豪华旅游产品的炫耀性消费

本研究旨在检验声望敏感性和时尚领导力如何通过特定产品影响炫耀性消费，以及品牌意识在炫耀性消费中的适度作用。我们通过向符合条件的游客邮寄在线调查超链接，从三个著名旅游在线社区的消费者中收集了炫耀性消费行为的样本。统计分析包括使用SPSS和SmartPLS程序。由于声望敏感性和时尚领导力有助于炫耀性消费，奢侈旅游产品的独特性应被视为决定炫耀性消费的中介变量。旅游营销人员可以通过鼓励消费者购买的广告向消费者传达声望。注重声望敏感性的广告可以在豪华旅游产品销售中发挥有吸引力的作用。豪华旅游提供商需要脱颖而出，通过差异化的产品或专门的服务来区分其产品特征，以满足个人需求。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Tourism and Services HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

7.80

自引率

16.70%

发文量

期刊介绍： Journal of Tourism and Services, established in September 2010, is the international reviewed scientific research journal published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners. The journal publishes high-quality scientific papers and essays with a focus on tourism and service industry development. Together with the scientific part and in order to promote the exchange of current and innovative ideas and stimulating debate, the Journal also includes Reviews of Existing Work or Short Essays, Research Notes, and Research and Industry sections to address important topics and advance theoretical knowledge or thinking about key areas of tourism and services and to allow researchers to present initial findings and reflections or problems concerning fieldwork and research in general.