TY  - JOUR
AB  - 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.
VL  - 31
IS  - 2
SN  - 0959-6119
DO  - 10.1108/IJCHM-12-2017-0797
UR  - https://doi.org/10.1108/IJCHM-12-2017-0797
AU  - Li Yizhi
AU  - Lu Can
AU  - Bogicevic Vanja
AU  - Bujisic Milos
PY  - 2019
Y1  - 2019/01/01
TI  - The effect of nostalgia on hotel brand attachment
T2  - International Journal of Contemporary Hospitality Management
PB  - Emerald Publishing Limited
SP  - 691
EP  - 717
Y2  - 2024/04/25
ER  -