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Exploring the moderating roles of environmental consciousness, desire to fly, and desire for luxury in “Fly to Nowhere” initiative

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  • Kong Cheen Lau
  • Sean Lee
  • Ian Phau

Abstract

The aim of this study is to investigate the motivations, attitudes, and intentions associated with “Flights to nowhere” (FTNW). FTNW represents a novel offering by various airlines aimed at providing a luxurious liminal travel experience distinct from conventional tourism products. Furthermore, the study examines the moderating influences of environmental consciousness, the desire to fly, and the pursuit of luxury. Data were gathered through an online consumer panel survey. The findings reveal that the motivation factor of reliving support has a significant direct impact on attitude, which in turn influences intention towards FTNW, indicating a connection to nationalist and nostalgic sentiments. Moreover, environmental consciousness is shown to amplify motivation for FTNW. This research contributes uniquely by illustrating strategies to enhance the marketing of FTNW through appeals to hedonistic, nationalistic, and nostalgic desires.

Suggested Citation

  • Kong Cheen Lau & Sean Lee & Ian Phau, 2025. "Exploring the moderating roles of environmental consciousness, desire to fly, and desire for luxury in “Fly to Nowhere” initiative," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 35(3), pages 399-416, July.
    • Handle: RePEc:taf:jgsmks:v:35:y:2025:i:3:p:399-416
    DOI: 10.1080/21639159.2025.2506120
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