Elegant With Leisurely: Luxury Tourism Consumption and Brand Love

Abstract

This study examines how the prestige sensitivity, uniqueness, and vividness of tourism products affect brand love through luxury tourism consumption; likewise, it explores the moderating effects of perceived product fit diagnosticity and peer influence on brand love. We developed our proposed research model from a theoretical background. Using a partial least squares regression model, we analyzed 213 completed questionnaire samples. The study’s findings provide a valid description of the origins, relationship, and impact of luxury tourism consumption and brand love. Artificial intelligence-enabled diagnosticity can affect purchasing behavior, implying that the perceived usefulness of collected information can help consumers decide. Tourism businesses offering unique products under a corporate brand can successfully develop distinctive marketing strategies and attract consumers to brand-love-based businesses.