The effect of nostalgia on hotel brand attachment
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 15 January 2019
Issue publication date: 15 February 2019
Abstract
Purpose
The purpose of this study is to distinguish between two types of nostalgia, examine their effect on emotions and explore the relationships between nostalgic emotions evoked by past hotel experiences and consumers’ brand attachment and willingness-to-pay.
Design/methodology/approach
This study was based on a sequential explanatory mixed-method design. An online scenario-based experiment was complemented with online structured interviews.
Findings
The results indicate that both personal nostalgia and historical nostalgia evoke positive emotions (upbeat/elation and warm/tender). However, emotions evoked by personal nostalgia are less intense than those evoked by historical nostalgia. Positive emotions successfully predicted brand prominence and brand-self connection. Brand prominence, but not brand-self connection, was positively related to consumers’ willingness-to-pay.
Research limitations/implications
The study’s findings suggest that hotel brands that focus on creating extraordinary memories, and brands with more historical themes, elicit more positive emotions among hotel customers. This, in turn, makes customers more likely to recall that hotel brand in the future and translates into higher willingness-to-pay.
Originality/value
This study is among the first to establish and test a conceptual model that connects nostalgia, nostalgic emotions, brand attachment and willingness-to-pay in the hotel industry context. As such, it is a rare attempt to explain the role of personal and historical nostalgia in hospitality research.
Keywords
Citation
Li, Y., Lu, C., Bogicevic, V. and Bujisic, M. (2019), "The effect of nostalgia on hotel brand attachment", International Journal of Contemporary Hospitality Management, Vol. 31 No. 2, pp. 691-717. https://doi.org/10.1108/IJCHM-12-2017-0797
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited