LUXURY TOURISM IN HOSPITALITY: L'EFFETTO INDIRETTO DEL BRAND LOVE E DEL CUSTOMER BRAND IDENTIFICATION NELLA RELAZIONE TRA ANTECEDENTI D'ACQUISTO E INTENZIONI COMPORTAMENTALI

Aim of this paper is to analyse tourist’s behaviour who chooses to consume and enjoy luxury goods. The sector investigated is that of hospitality, explain as the segment of luxury hotels, restaurants and cellars. Data collection involved 160 tourists, 92 women and 68 men, aged between 19 and 65 (M = 35.6; SD = 11.6), recruited in luxury accommodation facility and luxury restaurants, engaged in the real tourism experience. Results confirmed that Desire, Subjective Norms and Attitude Toward Act represent good predictors of this model. Moreover, it emerges that CBI has a positive, significant and direct effect on Brand Love and Behavioural Intention. Destination Brand Love also presents a direct effect on the Behavioural Intention. It also emerged that both the CBI and the Brand Love play a key role in mediating effect between predictors and outcomes. Furthermore, the Brand Love mediates the relationship between Desire and Behavioural Intention; the CBI mediates both relationship between Attitude Toward Act and Behavioural Intention, and that between Subjective Norms and Behavioural Intentio (5) (PDF) LUXURY TOURISM IN HOSPITALITY: L'EFFETTO INDIRETTO DEL BRAND LOVE E DEL CUSTOMER BRAND IDENTIFICATION NELLA RELAZIONE TRA ANTECEDENTI D'ACQUISTO E INTENZIONI COMPORTAMENTALI. Available from: https://www.researchgate.net/publication/346574865_LUXURY_TOURISM_IN_HOSPITALITY_L'EFFETTO_INDIRETTO_DEL_BRAND_LOVE_E_DEL_CUSTOMER_BRAND_IDENTIFICATION_NELLA_RELAZIONE_TRA_ANTECEDENTI_D'ACQUISTO_E_INTENZIONI_COMPORTAMENTALI [accessed Feb 17 2021].