Title of Paper

A Mixed-Method Approach to Understanding Luxury Vacations

Presenter Bios (50 Words)

Karen Tan (karen.tan@temple.edu) is a second-year PhD student at the Department of Tourism & Hospitality Management, Temple University. Having worked on numerous high-end tourism and hospitality industry projects across Asia Pacific, her research interests include the study of luxury developments and luxury consumer behavior.

Xiang (Robert) Li, Ph.D. (robertli@temple.edu), is a professor and Washburn Senior Research Fellow at the Department of Tourism and Hospitality Management, Temple University. Robert's research mainly focuses on destination marketing and tourist behavior, with special emphasis on international destination branding, customer loyalty, and tourism in Asia.

Abstract (150 Words)

This mixed-method exploratory study attempts to define luxury vacations in two ways. Firstly, constituent characteristics are identified through top-of-mind associations. Secondly, values underlying the consumption of luxury vacations are analyzed in relation to purchase intentions. These two approaches reveal consumers’ cognitive and socio-cultural interpretations of luxury vacations, and hence draw a more complete picture about the studied phenomenon. A total of 2,634 responses were collected from American leisure travelers and categorized as those with (Group 1) or without (Group 2) self-evaluated luxury travel experience. Existing literature suggests that users and non-users of luxury products perceive luxury differently and hence, comparisons were made across the two groups. Meanwhile, to capture the values of luxury tourists, only Group 1 respondents were assessed for values related to luxury consumption. Our results indicate that hedonic and financial values had a significant positive influence on purchase intentions while function value had a significant negative impact.

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A Mixed-Method Approach to Understanding Luxury Vacations

This mixed-method exploratory study attempts to define luxury vacations in two ways. Firstly, constituent characteristics are identified through top-of-mind associations. Secondly, values underlying the consumption of luxury vacations are analyzed in relation to purchase intentions. These two approaches reveal consumers’ cognitive and socio-cultural interpretations of luxury vacations, and hence draw a more complete picture about the studied phenomenon. A total of 2,634 responses were collected from American leisure travelers and categorized as those with (Group 1) or without (Group 2) self-evaluated luxury travel experience. Existing literature suggests that users and non-users of luxury products perceive luxury differently and hence, comparisons were made across the two groups. Meanwhile, to capture the values of luxury tourists, only Group 1 respondents were assessed for values related to luxury consumption. Our results indicate that hedonic and financial values had a significant positive influence on purchase intentions while function value had a significant negative impact.