Brand tourism effect in the luxury hotel industry
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 16 September 2020
Issue publication date: 28 January 2021
Abstract
Purpose
This study aims to examine the brand tourism effect observed in luxury hotels. The study assumed that when loyal customers of luxury hotels perceive two different types of non-loyal customers, loyal customers’ perceptions might influence their behavioral intention. In addition, two emotions (i.e. anger and pride) might mediate the relationship between perceptions and behavioral intention.
Design/methodology/approach
This study used a scenario-based experimental design. Data from 1,013 responses were analyzed using partial least squares-structural equation modeling.
Findings
The study reveals that when loyal customers view brand tourists, infringement has a positive influence on switching intention, and likability positively effects brand loyalty. This study indicated that loyal customers perceive brand immigrants negatively, whereas brand tourists are comparably positively perceived by loyal customers. Only pride mediates these two relationships, respectively.
Originality/value
The study confirmed the brand tourism effect in luxury hotels by indicating a clearer relation between perception, emotion and behavioral intention. The theoretical implications could suggest insightful guidelines for future studies regarding loyalty in luxury hotels.
Keywords
Citation
Lee, S. and Kim, D.-Y. (2021), "Brand tourism effect in the luxury hotel industry", Journal of Product & Brand Management, Vol. 30 No. 1, pp. 90-103. https://doi.org/10.1108/JPBM-09-2019-2574
Publisher
:Emerald Publishing Limited
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