The joint effects of need for status and mental imagery perspective on luxury hospitality consumption in China |
| |
Authors: | Xinhai Mou Wan Yang |
| |
Institution: | 1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong, China;2. The Collins College of Hospitality Management, California State Polytechnic University Pomona, Pomona, CA, USA |
| |
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. |
| |
Keywords: | Luxury hospitality mental imagery perspective status-seeking need for status Chinese consumers luxury hotel marketing luxury consumption social media immersion luxury hotel |
|
|