The pursuit of uniqueness and craving for freedom: the meaning of luxury in the age of access

ABSTRACT

Luxury has always been an essential topic in consumer research. However, changing nature and fluidity of its definition makes luxury still an interesting topic for researchers. Today, a combination of developing internet technologies and a shifting in the habit of travelling is leading to the rise of access-based accommodation services. Furthermore, modern travellers are searching for luxury experiences even with short term rentals. In this regard, understanding access-based luxury has become crucial in the accommodation sector, where consumer experience is the focus. Therefore, this paper investigates the nature of luxury within access-based consumption in the context of consumers’ accommodation experiences. A qualitative approach is adopted to uncover the circumstances that constitute luxury for consumers who use Airbnb Plus. The study found that luxury manifests itself in search of uniqueness and freedom. Exploring that consumers are seeking more immaterial forms of luxury in their vacations, the paper makes a significant contribution to tourism literature.

KEYWORDS:

• Immaterial luxury
• access-based luxury
• escapism
• freedom
• uniqueness
• Airbnb Plus

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Tuğba Özbölük

Tuğba Özbölük is currently an Assistant Professor of Marketing at the Bozok University and teaches undergraduate and graduate marketing classes. She holds a PhD in marketing from Erciyes University, and her thesis focuses on an online brand community with a netnographic approach. Her research interests include brand communities, online communities, consumer tribes, qualitative research methods and netnography. She has published several papers in the area of online communities and brand management and wrote chapters for three books about social media.