The joint effects of need for status and mental imagery perspective on luxury hospitality consumption in China

Xinhai Mou, Lisa Gao, Wan Yang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

4 Citations (Scopus)

Abstract

Given the increasing influence of social media on the hospitality industry, luxury hotels have begun to utilize social media platforms as primary marketing tools. This research reveals the joint effects of mental imagery perspective and need for status on Chinese consumers’ intentions to partake in luxury hotel experiences after viewing social media photos about luxury hotel consumption. For affluent consumers with high need for status, photos taken from a first-person (vs. third-person) perspective lead to higher behavioral intentions. This research further demonstrates that immersion serves as an underlying mechanism. The findings have important implications for luxury hotel managers.

Original languageEnglish
Pages (from-to)1050-1060
Number of pages11
JournalJournal of Travel and Tourism Marketing
Volume36
Issue number9
DOIs
Publication statusPublished - 22 Nov 2019

Keywords

  • Chinese consumers
  • immersion
  • luxury consumption
  • Luxury hospitality
  • luxury hotel
  • luxury hotel marketing
  • mental imagery perspective
  • need for status
  • social media
  • status-seeking

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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