Investigation of Luxury Values in Shopping Tourism Using a Fuzzy-Set Approach

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Correia A., KOZAK M., Kim S. (.

JOURNAL OF TRAVEL RESEARCH, vol.58, no.1, pp.77-91, 2019 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 58 Issue: 1
  • Publication Date: 2019
  • Doi Number: 10.1177/0047287517741005
  • Journal Name: JOURNAL OF TRAVEL RESEARCH
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Page Numbers: pp.77-91
  • Keywords: luxury shopping, shopping tourism, shopping behavior, Chinese tourists, Hong Kong, CONSUMER PERCEIVED VALUE, FASHION BRANDS, PURCHASE INTENTION, CHINESE TOURISTS, CONSUMPTION, BEHAVIOR, PERCEPTIONS, WESTERN, MASS, EXPERIENCES
  • Dokuz Eylül University Affiliated: Yes

Abstract

This exploratory study, based on 316 questionnaires completed by mainland Chinese tourists in Hong Kong, investigates whether certain conditions are sufficient to motivate tourists' decisions to buy luxury products. The results of fuzzy-set qualitative comparative analysis reveal that a combination of four conditions (emotional attachment, fashion leadership, prestige sensitivity, and social value) is sufficient to influence tourists to shop for luxury brands. It must be pointed out, however, that the four conditions are unnecessary in some social and shopping contexts, and thus the findings do not reject the possibility that alternative conditions may also influence luxury shopping decisions. This study using fuzzy-set theory demonstrates that tourists who score highly in all four conditions constitute an almost perfect subcategory of luxury shoppers. Therefore, it is recommended that other scholars examine the conditions that are sufficient to influence tourists rather than concentrating on other factors.