From exclusivity to accessibility: Factors influencing masstige purchase intentions

Authors : Lokman Dinc

Pages : 104-113

Doi:10.53601/tourismandrecreation.1524734

View : 38 | Download : 25

Publication Date : 2025-06-30

Article Type : Research Paper

Abstract :Unorthodox marketing of luxury products and services has given rise to the concept of new luxury. Luxury firms are now focusing more on the middle class through \\\'masstige marketing,\\\' a strategy that combines luxury and mass appeal, in order to tap into a lucrative commercial potential. The purpose of this strategy is to enhance the accessibility of luxury brands to a broader demographic, specifically targeting the demands and preferences of the middle class. This study aims to explore the influence of factors such as conspicuous value, benign envy, bandwagon motivation, and snob motivation on masstige purchase intention. By employing Smart PLS to analyses the research data, the results showed that while benign envy and bandwagon motivation significantly affect tourist masstige purchase behavior, snob motivation, and conspicuous value have no influence on masstige purchase intention. The contribution of this research to consumer decision-making in relation to hotel management literature and further research directions are also discussed.
Keywords : Turizm Pazarlaması, Masstige, Masstige tüketimi, Turizm, ağırlama

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