The interaction effects of mortality salience and power distance belief on luxury hotel booking intention

Abstract

Individuals experience anxiety when confronted with mortality. While certain consumption behaviors can alleviate anxiety, few studies have explored the potential therapeutic effects of staying in luxury hotels. Drawing on terror management theory (TMT), this study examines the interaction effects of mortality salience and power distance belief (PDB) on luxury hotel booking intentions among potential tourists. Two studies were conducted to test this relationship across different samples. The results indicate that for potential tourists with high (low) PDB, mortality salience increases (reduces) their intention to book luxury hotels. Furthermore, the mediating role of the need for status in explaining the interaction effect has also been demonstrated in both studies. These findings contribute to the research on TMT and provide valuable insights into hospitality marketing related to luxury hotel consumption.