Applying Masstige Theory Into Travellers’ Values And Well-Being: A Case Of Developing Destination Context

Year 2025, Volume: 8 Issue: 2, 546 - 559, 31.07.2025

Lokman Dinc

https://doi.org/10.53353/atrss.1660173

Abstract

This study aims to test masstige theory and its consequences (i.e., utilitarian and hedonic values as well as well-being) within tourism and hospitality context through S-O-R model. This research used questionnaire technique to gather primary data though convenience and purposive sampling technique. Structural equation modelling (SEM) was utilized to examine the interplay between the constructs. According to the result, masstige consumption has significant influence on utilitarian value and hedonic value. Also, utilitarian and hedonic value of tourist played a significant role in fostering well-being. Furthermore, utilitarian and hedonic value are confirmed significant mediating role in the relationship between masstige consumption and well-being. The findings expand our theoretical understanding of masstige consumption in tourism contexts and provide practical implications for industry professionals seeking to enhance tourist experiences. Additionally, this research contributes to the growing literature on consumer well-being by highlighting how the pursuit of prestige through accessible luxury experiences can generate both functional benefits and emotional pleasure, ultimately improving overall satisfaction and quality of life.

Keywords

Masstige theory, Utilitarian value, Hedonic value, Well-being

Kitlesel Lüks Teorisinin Seyahat Edenlerin Değerleri ve İyilik Halleri Üzerine Uygulanması: Gelişmekte Olan Bir Destinasyon Bağlamı Örneği

Abstract

Bu çalışma, S-O-R modeli aracılığıyla turizm ve konaklama bağlamında kitlesel lüks teorisini ve sonuçlarını (yani, faydacı ve hedonik değerler ile refah) test etmeyi amaçlamaktadır. Bu araştırma, kolaylık ve amaçlı örnekleme teknikleri aracılığıyla birincil verileri toplamak için anket tekniğini kullanmıştır. Yapısal eşitlik modellemesi (SEM), yapılar arasındaki etkileşimi incelemek için kullanılmıştır. Sonuçlara göre, kitlesel lüks tüketimi turistlerin faydacı değeri ve hedonik değeri üzerinde önemli bir etkiye sahiptir. Ayrıca, turistin faydacı ve hedonik değeri, turist refahını teşvik etmede önemli bir rol oynamıştır. Dahası, faydacı ve hedonik değerin, kitlesel lüks tüketimi ile turistlerin refahı arasındaki ilişkide önemli bir aracılık rolü doğrulanmıştır. Bulgular, turizm bağlamında kitlesel lüks tüketimi hakkındaki teorik anlayışımızı genişletmekte ve turist deneyimlerini geliştirmeyi amaçlayan sektör profesyonelleri için pratik çıkarımlar sağlamaktadır. Ayrıca, bunlara ek olarak, bu araştırma, erişilebilir lüks deneyimler yoluyla prestij arayışının hem işlevsel faydalar hem de duygusal zevk üretebileceğini, böylece turistlerin genel memnuniyetini ve yaşam kalitesini artırabileceğini vurgulayarak tüketici refahı üzerine gelişen literatüre katkıda bulunmaktadır.

Keywords

Kitlesel lüks teorisi, Faydacı değer, Hazcı değer, İyi oluş

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