Luxury Tourism Consumption in the Accommodation Sector: The Mediation Role of Destination Brand Love for Potential Tourists

Martina Morando and Silvia Platania
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Martina Morando: Section of Psychology, Department of Educational Science, University of Catania, 95124 Catania, Italy
Silvia Platania: Section of Psychology, Department of Educational Science, University of Catania, 95124 Catania, Italy

Sustainability, 2022, vol. 14, issue 7, 1-18

Abstract: The present study aims to investigate the determinants of luxury hotel choice, while also analyzing hotels’ ability to promote their related destination. The relationship between Destination Brand Love, and the antecedent factors which determine the choices of potential tourists in the Italian territory were studied. Four hundred and seventy-eight potential tourists were recruited via an online questionnaire, which indicated their love for a non-visited destination. Structural equation modeling was used for model estimation. This study contrasts with the previous literature and shows that potential tourists formed a strong bond with a destination brand, demonstrating that Destination Brand Love was not only a post-travel bond. The findings prompted important suggestions relating to symbolic consumption and the emotional aspects of a luxury hotel experience. The predictors (Desire, Attitude Toward Act, Subjective Norms, and CBI) emerged as good antecedents for behavioral intention. Moreover, it emerged that Destination Brand Love mediates the relationship between predictors, behavioral intentions, and loyalty. This study improves the sparse literature on Destination Brand Love, and it offers a new perspective on the luxury hotel sector in the Italian territory. Incorporating potential tourists into Destination Brand Love studies could have both theoretical and practical value, and it also provides advantages for territory marketing.

Keywords: luxury tourism; brand; Destination Brand Love; loyalty; brand identification (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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