Elegant With Leisurely

Luxury Tourism Consumption and Brand Love

Bibliographic Data

ID7159609
AuthorsEdward C S Ku (0000-0002-4412-4908, National Kaohsiung University of Hospitality and Tourism, corresponding author), Shu-Hua Wu (0000-0002-2180-4230, National Kaohsiung University of Hospitality and Tourism), Tzu-Ching Lai (National Kaohsiung University of Hospitality and Tourism)
Year2025
Volume49
Issue4
Pages750-763
Publication date2025-05-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Hospitality & Tourism Research (JOURNAL)
Journal identifiersISSN: 1096-3480 • E-ISSN: 1557-7554
PublisherSAGE Publications Inc (PUBLISHER)
DOI10.1177/10963480241234618
OpenAlexW4392712275
LanguageEN
Citations received4
References cited71

This study examines how the prestige sensitivity, uniqueness, and vividness of tourism products affect brand love through luxury tourism consumption; likewise, it explores the moderating effects of perceived product fit diagnosticity and peer influence on brand love. We developed our proposed research model from a theoretical background. Using a partial least squares regression model, we analyzed 213 completed questionnaire samples. The study’s findings provide a valid description of the origins, relationship, and impact of luxury tourism consumption and brand love. Artificial intelligence-enabled diagnosticity can affect purchasing behavior, implying that the perceived usefulness of collected information can help consumers decide. Tourism businesses offering unique products under a corporate brand can successfully develop distinctive marketing strategies and attract consumers to brand-love-based businesses

Advertising · Aesthetics · Art · Business · Commerce · Economics · Geography · Tourism · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Wine Industry and Tourism · Marketing