Understanding travelers’ masstige consumption values: an application of masstige theory and S-O-R model paradigm

ABSTRACT

This paper aims to investigate the effects of tourist inspiration, travelers’ masstige consumption values and destination love on willingness to pay and destination brand advocacy through masstige theory and S-O-R model paradigm. Primary data were collected through a structured survey questionnaire and structural equation modeling (SEM) was used to examine relationships among variables. Based on data analysis, tourist inspiration impacts overall travelers’ masstige consumption values and destination love. Further, willingness to pay and destination brand advocacy are influenced positively by masstige perception and destination love. The research outputs have implications for practitioners and planners to design their destination product as well as shed light on insightful findings for scholars who desire to structure their theory-driven models regarding masstige and S-O-R model. To the best of authors’ knowledge, this is the first paper examining the impact of masstige consumption values on behavioral consequences of travelers.

KEYWORDS:

• Masstige theory
• destination love
• willingness to pay
• destination advocacy
• S-O-R paradigm
• destination brand

Disclosure statement

No potential conflict of interest was reported by the authors.