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

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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)

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.

Suggested Citation

  • Martina Morando & Silvia Platania, 2022. "Luxury Tourism Consumption in the Accommodation Sector: The Mediation Role of Destination Brand Love for Potential Tourists," Sustainability, MDPI, vol. 14(7), pages 1-18, March.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:7:p:4007-:d:781709
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    References listed on IDEAS

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    1. Soojung Kim & Jinsoo Hwang, 2023. "Airline CSR and Quality Attributes as Driving Forces of Passengers’ Brand Love: Comparing Full-Service Carriers with Low-Cost Carriers," Sustainability, MDPI, vol. 15(9), pages 1-14, April.
    2. Nazia Nabi, 2023. "Segmenting travellers of luxury destinations in a post-pandemic era," Service Business, Springer;Pan-Pacific Business Association, vol. 17(3), pages 747-770, September.
    3. Eloy Gil-Cordero & Pablo Ledesma-Chaves & Sunghoon Yoo & Heesup Han, 2023. "Luxury tourism and purchase intention factors: a mixed approach applied to luxury goods," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-20, December.
    4. Concetta De Pasquale & Martina Morando & Silvia Platania & Federica Sciacca & Zira Hichy & Santo Di Nuovo & Maria Catena Quattropani, 2022. "The Roles of Anxiety and Self-Esteem in the Risk of Eating Disorders and Compulsive Buying Behavior," IJERPH, MDPI, vol. 19(23), pages 1-16, December.
    5. Trespeuch Léo & Robinot Élisabeth, 2023. "Exploring the Impact of Corporate Philanthropy on Brand Authenticity in the Luxury Industry: Scale Development and Empirical Studies," Sustainability, MDPI, vol. 15(16), pages 1-21, August.

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