Antecedents and consequences of brand prestige of package tour in the senior tourism industry

ABSTRACT

This study investigated how to form brand prestige of package tour in the senior tourism industry. A conceptual model was developed and tested using data collected from a sample of 331 senior tourists in Korea. The results indicated that four types of tour service performances (i.e. tourist attractions, tour guide services, food services, and accommodations) aid to enhance package tour prestige. It was also found that package tour prestige has a positive influence on well-being perception, which further positively affects brand attachment and brand loyalty. Furthermore, status consumption moderates the relationship between package tour prestige and well-being perception.

KEYWORDS:

• Senior
• brand prestige
• tour service performances
• group package tour
• well-being perception
• status consumption
• senior tourism
• brand loyalty
• brand attachment
• tour guide service

Disclosure statement

No potential conflict of interest was reported by the authors.