Brand tourism effect in the luxury hotel industry

Purpose: This study aims to examine the brand tourism effect observed in luxury hotels. The study assumed that when loyal customers of luxury hotels perceive two different types of non-loyal customers, loyal customers’ perceptions might influence their behavioral intention. In addition, two emotions (i.e. anger and pride) might mediate the relationship between perceptions and behavioral intention. Design/methodology/approach: This study used a scenario-based experimental design. Data from 1,013 responses were analyzed using partial least squares-structural equation modeling. Findings: The study reveals that when loyal customers view brand tourists, infringement has a positive influence on switching intention, and likability positively effects brand loyalty. This study indicated that loyal customers perceive brand immigrants negatively, whereas brand tourists are comparably positively perceived by loyal customers. Only pride mediates these two relationships, respectively. Originality/value: The study confirmed the brand tourism effect in luxury hotels by indicating a clearer relation between perception, emotion and behavioral intention. The theoretical implications could suggest insightful guidelines for future studies regarding loyalty in luxury hotels.