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Book part
Publication date: 25 January 2022

Arup Kumar Baksi

Luxury branding, in the context of tangible luxury consumables, has received academic attention. But the notion remained inconclusive in the context of consumption of luxury…

Abstract

Luxury branding, in the context of tangible luxury consumables, has received academic attention. But the notion remained inconclusive in the context of consumption of luxury intangibles. The travel setting provides an excellent backdrop to explore the complex cognitive process of assigning meaning to the relationship between travellers and luxury travel brands. The shifting image of luxury consumption from elitism to mass aspirational, too, needs to be studied for its transformative implications. The chapter focused on developing a brand relationship scale, namely, TraveLux, in the context of luxury travel consumption and tested its robustness to explain the shared sentiments and emotions of travellers, engaged in luxury travel, across social media. The chapter identifies a four construct instruments capturing the essence of immersive experience, ethnocultural acculturation, passion and excitement and self-congruence as a seedbed of luxury brand affinity for travellers. TraveLux was also found to capture the shared experience of travellers consuming luxury travel brands, thereby establishing a synch between the instrument constructs and manifested human cognition in real-life situations. The study expanded on the volume of literature pertaining to luxury branding in the context of product-oriented industry and addresses the existing void in understanding traveller–brand relationships in luxury travel contexts. The study implicates a theoretical change in branding concept in perceiving luxury brands as price-based exclusivity to a transformative cultural experience. Further extrapolations of the study could be made by incorporating subtle behavioural patterns of travellers in perceiving luxury and subsequent evocation and predisposition towards decision-making.

Details

The Emerald Handbook of Luxury Management for Hospitality and Tourism
Type: Book
ISBN: 978-1-83982-901-7

Keywords

Book part
Publication date: 16 January 2024

Oliver Mtapuri, Joseph Daitai, Mark Anthony Camilleri and Anna Dluzewska

The tourism industry may result in positive as well as negative effects for local communities. Although it is generating economic growth and job creation in different parts of the…

Abstract

The tourism industry may result in positive as well as negative effects for local communities. Although it is generating economic growth and job creation in different parts of the world, it can impact on sociocultural and ecological dimensions of destinations. A high influx of tourists can disrupt the residents' attitudes, behaviors, and their quality of life. It can also lead to the degradation of natural environments, including land, air, water, plants, and animals. In this light, this research raises awareness about the importance of managing tourism in a sustainable and responsible manner. The researchers deliberate about the opportunities and challenges of tourism. Afterward, they focus on the implementation of sustainable tourism development activities in the South African context. In conclusion, they put forward their recommendations for policymakers.

Details

Tourism Planning and Destination Marketing, 2nd Edition
Type: Book
ISBN: 978-1-80455-888-1

Keywords

Book part
Publication date: 2 November 2023

Md. Tariqul Islam, Siti Rahayu Hussin, Wong Foong Yee and Uma Pandey

Innovative modern technologies are utilised in the hospitality and tourist industry to attract prospective consumers. Travel vlogs have emerged as a type of visual travel blog…

Abstract

Purpose

Innovative modern technologies are utilised in the hospitality and tourist industry to attract prospective consumers. Travel vlogs have emerged as a type of visual travel blog which includes information regarding tourist destinations, accommodation, cuisine, touristic activities, mode of accessibility, etc. The current study aims to investigate the influence of vlogger credibility on triggering the tourist intention to visit an eco-tourism destination.

Methodology

The present study is a quantitative study, and it was conducted by surveying 218 respondents. A structured, close-ended and self-administrated questionnaire was used to collect data from the respondents.

Findings

The findings indicated that vlogger trustworthiness, expertise and attractiveness significantly impact Bangladeshi tourists' intention towards visiting an eco-tourist destination.

Originality

The present study has several theoretical and practical contributions. Theoretically, the research framework illustrated how the vloggers' trustworthiness, expertise and attractiveness on Bangladeshi tourists' visit intention to eco-tourist destinations. Practically, tourism industry practitioners, particularly destination marketers, will get benefit from the present study.

Abstract

Details

Tourism Innovation in the Digital Era
Type: Book
ISBN: 978-1-83797-166-4

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