| Author: | Wu, Yingying |
| Title: | Measuring moment of luxury in travel : scale development and validation |
| Advisors: | Li, Mimi (SHTM) |
| Degree: | M.Sc. |
| Year: | 2023 |
| Subject: | Hospitality industry Tourism Hospitality industry -- Marketing Tourism -- Marketing Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | viii, 71 pages : color illustrations |
| Language: | English |
| Abstract: | The Covid-19 crisis and economic downturns provide an appropriate scenario for people to rethink and alter their perception of luxury consumption. Prior research in material-oriented luxury consumption discovered surprisingly weak associations with individuals’ well-being and happiness. Recent research has shifted direction towards interpreting luxury through the lens of experiential perspective (e.g., salsa dancing, everyday life), which goes beyond social-image symbolic and material possession. Moment of luxury, a newly developed concept of experiential luxury, has been discussed and conceptualized in the sociology field. To further extend the research line, this dissertation employs a mixed-method approach (interview and online survey) to fill the gap left by previous research, which commonly relied on a single approach. This study aims to (1) explore the definition and connotation of moment of luxury in the tourism and hospitality field; (2) develop a moment of luxury measurement scale. Following MacKenzie et al. (2011) recommended steps, this dissertation developed and validated a 22-item MOL scale under six dimensions (i.e., Hedonism, Scarcity, Serendipity, Idle Freedom, Meaningfulness, Privacy). The internal consistency and discriminant validity of the multidimensional scale was demonstrated by EFA (n=194) using SPSS and CFA (n=190) using AMOS. The valid scale sheds light on the MOL construct and serves as a benchmark addition to the growing body of future experiential tourism experience research. The MOL in travel, similar to material luxury consumption, is hedonic in nature, bringing joy and pleasure to the experiencing individual. In the contrast, the MOL experience during travel does not serve as a status signal to others. On the contrary, the MOL is more for inter feelings or inner self. It’s one-of-a-kind, scarce, and unplanned, occurring at the right time, location, and with the right individual(s) and cannot easily occur or be possessed in everyday life. These characteristics could distinguish this context of MOL from memorable travel experiences (MTEs). The findings of the study raise awareness of the MOL experience in travel as an important source of happiness and well-being for individuals. Tourism businesses could thus respond to the new market demand for experiential luxury through redesigning products and communicating and marketing messages. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 6863.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.53 MB | Adobe PDF | View/Open |
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