The Gorgeous Brand: Understanding Consumer’ Conspicuous Consumption for Luxury Tourism Products

Abstract

This study aimed to examine how prestige sensitivity and fashion leadership affect conspicuous consumption via specific products and the moderate role of brand consciousness on conspicuous consumption. We collected samples of conspicuous consumption behaviour from three famous travel online communities’ consumers by mailing an online survey hyperlink to those who qualified tourists. Statistical analysis involved the use of SPSS and SmartPLS programs. As prestige sensitivity and fashion leadership can contribute to conspicuous consumption, the uniqueness of luxury tourism products should be considered as a mediator variable in determining conspicuous consumption. Tourism marketers can communicate prestige to the consumer through advertising that encourages the consumer to purchase. Advertising oriented toward prestige sensitivity can play an attractive role in luxury tourism product sales. Luxury tourism providers need to stand out and differentiate their product characteristics to suit the individual needs through differentiated products or dedicated services.