What customer experience and value dimension(s) mostly drive luxury hotel brand purchase intention?

Research on consumer behavior regarding luxury hospitality products has long been an important topic in the marketing field. Customers' perceptions of luxury products' value and experience with them have been identified as critical consumption factors affecting purchase intention. Therefore, this study was to find how luxury value and hotel experience factors apply to people’s luxury purchase desires. The data was collected from 320 people who had stayed at a luxury hotel within the past 12 months. The study adopted structural equation modeling (SEM), fuzzy-set qualitative comparative analysis (fsQCA), and necessary condition analysis. The SEM results identified the net effects of luxury value and hotel experience variables. Moreover, the fsQCA results provided effective combinations 1) luxury value, 2) hotel experience, and 3) luxury value and hotel experience. However, the necessary conditions were not found for the luxury hotel's purchase intention. Accordingly, the paper provides implications for researchers and practitioners.