INVESTIGATING LUXURY ACCOMMODATION PURCHASE INTENTION and BEHAVIOR THROUGH the THEORY of PLANNED BEHAVIOR

Abstract

In modern societies, holidays are not merely considered leisure activities but are regarded as a fundamental need that supports individuals’ physical, mental, and social well-being. In this context, luxury accommodation services emerge as a multidimensional field of research that goes beyond functional benefits, encompassing symbolic and psychological aspects such as prestige, social approval, and personal satisfaction, which shape consumer behavior. In Turkiye, the recent decline in the number of foreign tourists has led five-star hotels to adopt more flexible pricing policies, making luxury accommodation accessible to different income groups and rendering domestic consumers’ tendencies toward luxury stays more visible. Building on this transformation, the present study examines purchase intention and behavior toward luxury accommodation within the framework of the Theory of Planned Behavior (Ajzen, 1991). The effects of attitude, subjective norm, and perceived behavioral control on intention, as well as the intention-behavior relationship, were tested. This study contributes to the relatively limited body of empirical research on luxury services and offers both theoretical and practical insights by explaining the behavioral dynamics of consumers across different income groups. A quantitative research design was employed, with data collected through a survey administered to 449 individuals. The findings indicate that perceived behavioral control does not have a significant effect on luxury accommodation purchase behavior, whereas all other variables exert statistically significant effects. Among them, attitude was found to be the strongest predictor of purchase intention, while subjective norm and perceived behavioral control also played meaningful roles. Furthermore, purchase intention significantly explained behavior, thereby supporting the structure proposed by the Theory of Planned Behavior. Overall, the results suggest that consumers’ purchase intentions and behaviors toward luxury accommodation are shaped by both individual perceptions and social influences.

Keywords

• Theory of Planned Behavior
• Luxury Accommodation
• Purchase Intention

PLANLI DAVRANIŞ TEORİSİ KAPSAMINDA LÜKS KONAKLAMA HİZMETİ SATIN ALMA NİYETİ VE DAVRANIŞININ İNCELENMESİ

Abstract

Tatil, modern toplumlarda yalnızca boş zaman etkinliği değil, bireylerin fiziksel, zihinsel ve sosyal iyilik hâllerini destekleyen temel bir ihtiyaç olarak değerlendirilmektedir. Bu bağlamda, lüks konaklama hizmetleri yalnızca işlevsel faydalar sunmakla kalmayıp, prestij, sosyal onay ve kişisel tatmin gibi sembolik ve psikolojik unsurlarıyla da tüketici davranışlarını şekillendiren çok boyutlu bir araştırma alanı olarak ön plana çıkmaktadır. Türkiye’de son yıllarda yabancı turist sayısında yaşanan azalmalar, beş yıldızlı otellerin fiyat politikalarında esnekliğe giderek farklı gelir gruplarına ulaşmalarını sağlamış ve yerli tüketicilerin lüks konaklamaya yönelik eğilimlerini daha görünür hâle getirmiştir. Bu çalışma, söz konusu dönüşümden hareketle PDT (Ajzen, 1991) çerçevesinde lüks konaklama hizmetlerine yönelik satın alma niyeti ve davranışlarını incelemektedir. Tutum, subjektif norm ve algılanan davranışsal kontrolün niyet üzerindeki etkileri ile niyet-davranış ilişkisi test edilmiştir. Çalışma, literatürde lüks hizmetler bağlamında sınırlı olan ampirik araştırmalara katkı sağlamakta ve farklı gelir gruplarındaki tüketicilerin davranış dinamiklerini açıklayarak hem teorik hem de sektörel açıdan çıkarımlar sunmaktadır. Çalışmada nicel araştırma yöntemi tercih edilmiştir. Veri toplama aracı olarak anket kullanılmış ve 449 bireye ulaşılmıştır. Araştırma sonuçlarına göre yalnızca algılanan davranışsal kontrolün lüks konaklama satın alma davranışı üzerindeki etkisi anlamsız bulunmuş olup diğer tüm değişkenlerin etkisi istatistiksel olarak anlamlı bulunmuştur. Tutum, satın alma niyeti üzerinde en güçlü etkiye sahipken, subjektif norm ve algılanan davranışsal kontrol de önemli katkılar sunmuştur. Ayrıca satın alma niyeti, davranışı anlamlı düzeyde açıklayarak PDT’nin öngördüğü yapıyı desteklemiştir. Elde edilen bulgular, bireylerin lüks konaklama satın alma niyeti ve davranışının hem bireysel algılar hem de sosyal etkiler doğrultusunda şekillendiğini göstermektedir.

Keywords

• Planlı Davranış Teorisi
• Lüks Konaklama
• Satın Alma Niyeti

References

1. Ajzen, I. (1991). The Theory at Planned Behavior. Organizational Behavior And Human Decision Processes, 50, 179 211. https://doi.org/10.1016/0749-5978(91)90020-T
2. Ajzen, I. (2005). Attitudes, Personality And Behavior. Newyork: Newyork:McGraw https://psicoexperimental.wordpress.com/wp-content/uploads/2011/03/ajzeni-2005-attitudes-personality-and-behaviour-2nd-ed-open-university-press.pdf
3. Ajzen, I. (2015). Consumer attitudes and behavior: The theory of planned behavior applied to food consumption decisions. Italian Review of Agricultural Economics (REA), 70(2), 121-138. https://doi.org/10.13128/REA-18003
4. Ahmed, T., Albattat, A., & Tham, J. (2020). Theory of Planned Behavior and the Intention to Stay in Luxurious Hotels. 3, 38-42.
5. Akıncı, S., & Kıymalıoğlu, A. (2021). Planlı Davranış Teorisi. Pazarlama Teorileri (s. 385-418). İstanbul: Kapital Medya Hizmetleri A.Ş.
6. Aksoy, H. (2018). Yeşil Pazarlama Çerçevesinde Tutum-Davranış Uyuşmazlığına Akli Hareket Kuramı İle Yaklaşım. Pazarlama İçgörüsü Üzerine Çalışmalar, 2(1).
7. Aksoy, H. (2019). Türk Tüketicilerin Lüks Ürün Satın Alma Davranışları Üzerinde Dinin Etkisinin Analiz edilmesi. Gaziantep Sosyal Bilimler Dergisi, 18(2), 581-596. https://doi.org/10.21547/jss.508965
8. Amoako, G. K., Dzogbenuku, R. K., & Abubakari, A. (2020). Do green knowledge and attitude influence the youth's green purchasing? Theory of planned behavior. International Journal of Productivity and Performance Management, 69(8), 1609-1626. https://doi.org/10.1108/IJPPM-12-2019-0595

9. Anand, R. (2019). Impact of celebrity brand endorsements on buying behaviour towards luxury brands. International Journal of Advance Research, Ideas and Innovations in Technology, 5(2), 810-815. https://doi.org/10.52633/jms.v2i1.23
10. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two- step approach. Psychological Bulletin, 103(3), 411 423. https://doi.org/10.1037/0033-2909.103.3.411
11. Baltacı, F., & Güçlü, C. (2022). Covıd-19: Turistlerin Uluslararası Seyahat Eğilimlerini Etkileyen Faktörlerin Planlı Eylem Teorisi Çerçevesinde İncelenmesi. Journal of Gastronomy, Hospitality and Travel, 1747-1759. https://doi.org/10.33083/joghat.2022.233
12. Bayram, A. T. (2018). Planlanmış Davranış Teorisi Çerçevesinde E-spor Turizmine Katılma Niyeti. Turizm Akademik Dergisi, 5(2), 17-31.
13. Belanche, D., Flavian, M., & Pérez-Rueda, A. (2020). Mobile Apps Use and WOM in the Food Delivery Sector: The Role of Planned Behavior, Perceived Security and Customer Lifestyle Compatibility. Sustainability, 12. https://doi.org/10.3390/su12104275
14. CNBC- e. (2025, Ağustos 22). Yabancı turist sayısı temmuzda azaldı. CNBC- e.https://www.cnbce.com/veriler/yabanci-turist-sayisi-temmuzda-azaldi-h16417
15. Chen, M.-F., & Tung, P.-J. (2014). Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels. International Journal of Hospitality Management, 36, 221-230. https://doi.org/10.1016/j.ijhm.2013.09.006
16. D’Acunto, D., & Volo, S. (2021). Cultural Traits in the Consumption of Luxury Hotel Services. Içinde W. Wörndl, C. Koo, & J. L. Stienmetz (Ed.), Information and Communication Technologies in Tourism 2021 (ss. 269-279). Springer International Publishing. https://doi.org/10.1007/978-3-030-65785-724
17. Dilek, N. (2018). Planlı davranış teorisi çerçevesinde özel günlerdeki satın alma davranışlarının incelenmesi: Rize örneği (Yüksek lisans tezi, Avrasya Üniversitesi). YÖK Ulusal Tez Merkezi.
18. Dubois, D., Jung, S., Ordabayeva, N., Norberg, M., & Rucker, D. (2020). The psychology of luxury consumption. Current Opinion In Psychology, 39, 82- 87 https://doi.org/10.1016/j.copsyc.2020.07.011
19. Ekonomist. (2025, Eylül 23). “Turizmde ‘lüks’ yerini ‘ulaşılabilir konfor’a bıraktı”. https://www.ekonomist.com.tr/makale/turizmde-luks-yerini-ulasilabilir-konfor-a-birakti-65504
20. Fortune Business Insights. (2025). Luxury Hotel Market Size, Share & Industry Analysis, By Room Type (Luxury, Upper-upscale, and Upscale), Category (Chain and Independent), and Regional Forecast, 2024-2032 Source: https://www.fortunebusinessinsights.com/luxury-hotel-market-104408. Fortune Business Insights.
21. Gopi, M., & Ramayah, T. (2007). Applicability of theory of planned behavior in predicting intention to trade online: Some evidence from a developing country. International Journal of Emerging Markets, 2, 348-360. https://doi.org/10.1016/10.1108/17468800710824509
22. Guo, Y., Senathirajah, A. R., Haque, R., Mohd Isa, A. M., Ramasamy, G., Lertatthakornkit, T., & Krishnasamy, H. N. (2024). Factors influencing luxury consumption and the moderating role of debt attitude amongst Generation Z in China. Journal of Infrastructure, Policy and Development, 8(14), 1-30. https://doi.org/10.24294/jipd5243
23. Hair, J., Anderson, R., Babin, B., & Black, W. (2014). Multivariate Data Analysis. Pearson.
24. Han, H., & Kim, Y. (2010). An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior. International Journal of Hospitality Management, 29(4), 659-668. https://doi.org/10.1016/j.ijhm.2010.01.001
25. Harkison, T., Hemmington, N., & Hyde , K. (2019). Creating the luxury accommodation experience: case studies from New Zealand. International Journal of Contemporary Hospitality Management, 30(3), 1724-1740. https://doi.org/10.1108/IJCHM-05-2017-0247
26. Hoo, W. C., Poh, N. M., & Khan, M. K. (2024). Factors influencing consumer behavior towards intention and the selection of luxury hotels in Malaysia using Theory of Planned Behavior. Innovative Marketing, 20(3), 81-96. https://doi.org/10.21511/im.20(3).2024.07
27. Iloranta, R. (2019). Luxury tourism service provision - Lessons from the industry, Tourism Management Perspectives, 32. https://doi.org/10.1016/j.tmp.2019.100568
28. İzmirli, C. Y. (2024, Temmuz 3). Otellerde doluluk oranı düştü! Otel fiyatları çakıldı. Milli Gazete. https://www.milligazete.com.tr/haber/20753859/otellerde-doluluk-orani-dustu-otel-fiyatlari-cakildi
29. Jain, S. (2020). Assessing the moderating effect of subjective norm on luxury purchase intention: a study of Gen Y consumers in India. International Journal of Retail & Distribution Management. https://doi.org/10.1108/IJRDM-02-2019-0042
30. Jain, S., Khan, M. N., & Mishra, S. (2017). Understanding consumer behavior regarding luxury fashion goods in India based on the theory of planned behavior. Journal of Asia Business Studies. https://doi.org/10.1108/JABS-08-2015-0118
31. Kan, M. P. H., & Fabrigar, L. R. (2017). Theory of Planned Behavior. Içinde Encyclopedia of Personality and Individual Differences (ss. 1-8). Springer, Cham. https://doi.org/10.1007/978-3-319-28099-8_1191-1
32. Kauppinen-Räisänen, H., Gummerus, J., Catharina von, K., & Cristini, H. (2019). The new wave of luxury: the meaning and value of luxury to the contemporary consumer. Qualitative Market Research, 3. https://doi.org/10.1108/QMR-03-2016-0025
33. Kim, Y. (2018). Power moderates the impact of desire for exclusivity on luxury experiential consumption. Psychology & Marketing, 35(4), 283-293. https://doi.org/10.1002/mar.21086
34. Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling. Guilford Publications.
35. Lee, S., & Kim, D.-Y. (2020). The BRAND tourism effect on loyal customer experiences in luxury hotel: The moderating role of psychological ownership. Tourism Management Perspectives, 35, 100725. https://doi.org/10.1016/j.tmp.2020.100725
36. Lo, A., & Yeung, M. A. (2020). Brand prestige and affordable luxury: The role of hotel guest experiences. Journal of Vacation Marketing, 26(2), 247-267. https://doi.org/10.1177/1356766719880251
37. Maher, K. (2019). An investigation into Irish luxury travel consumers and the factors influencing their decision-making processes (Master’s thesis). National College of Ireland, Dublin.
38. Manfreda, A., Melissen, F., Presbury, R., Richardson, S., & King, J. (2023). A model of luxury lodge experience quality. Journal of Hospitality and Tourism Management, 54, 486-499. https://doi.org/10.1016/j.jhtm.2023.02.007
39. Manosuthi, N., Lee, J.-S., & Han, H. (2020). Predicting the revisit intention of volunteer tourists using the merged model between the theory of planned behavior and norm activation model. Journal of Travel & Tourism Marketing, 37(4), 510-532. https://doi.org/10.1080/10548408.2020.1784364
40. Mccabe, S. (2009). Who Needs a Holiday? Evaluating Social Tourism. Annals of Tourism Research, 36, 667-688. https://doi.org/10.1016/j.annals.2009.06.005
41. Morando, M., & Platania, S. (2022). Luxury Tourism Consumption in the Accommodation Sector: The Mediation Role of Destination Brand Love for Potential Tourists. Sustainability, 14(7). https://doi.org/10.3390/su14074007
42. Mostafa, M. M. (2007). A Hierarchical Analysis of the Green Consciousness of the Egyptian Consumer. Psychology and Marketing, 24(5), 445-473. https://doi.org/10.1002/mar.20168
43. Nouri, B. A., & Emkani, P. (2020). Effect of consumer innovation process on green consumption behaviour: An application of planned behaviour theory. International Journal of Business Environment. https://www.inderscienceonline.com/doi/10.1504/IJBE.2020.111387
44. Ramos, M. D. (2024). The Theory of Planned Behavior (TPB), Self-Determination Theory (SDT), and Health-Seeking Behavior. Içinde Handbook of Concepts in Health, Health Behavior and Environmental Health (ss. 1-26). Springer, Singapore. https://doi.org/10.1007/978-981-97-0821-5_27-1
45. Peng, N., & Chen, A. (2019). Examining consumers’ luxury hotel stay repurchase intentions-incorporating a luxury hotel brand attachment variable into a luxury consumption value model. International Journal of Contemporary Hospitality Management, 31(3), 1348-1366. https://doi.org/10.1108/IJCHM-04-2018-0332
46. Pozharliev, R., Verbeke, W. J. M. I., Van Strien, J. W., & Bagozzi, R. P. (2015). Merely Being with you Increases My Attention to Luxury Products: Using EEG to Understand Consumers’ Emotional Experience with Luxury Branded Products. Journal of Marketing Research, 52(4), 546-558. https://doi.org/10.1509/jmr.13.0560
47. Piramanayagam, S., Sen, S., & Seal, P. P. (2024). Sustainable consumption behaviour among guests in luxury hotels through the lens of the extended theory of planned behaviour. Environment, Development and Sustainability, 26(10), 25397-25413. https://doi.org/10.1007/s10668-023-03686-z
48. Salehzadeh, R., & Pool, J. K. (2017). Brand Attitude and Perceived Value and Purchase Intention toward Global Luxury Brands. Journal of International Consumer Marketing, 29(2), 74-82. https://doi.org/10.1080/08961530.2016.1236311 Sjostrom, T., Corsi, A. M., & Lockshin, L. (2016). What characterises luxury products? A study across three product categories. International Journal of Wine Business Research, 28(1), 76-95. https://doi.org/10.1108/IJWBR-05-2015-0017 Sparks, B., & Pan, G. W. (2009). Chinese Outbound tourists: Understanding their attitudes, constraints and use of information sources. Tourism Management, 30(4), 483-494. https://doi.org/10.1016/j.tourman.2008.10.014
49. Soliman, M. (2021). Extending the Theory of Planned Behavior to Predict Tourism Destination Revisit Intention. International Journal of Hospitality & Tourism Administration, 22(5), 524-549. https://doi.org/10.1080/15256480.2019.1692755
50. T24. (2025). Oteller boş kaldı, fiyatlar aşağı çekildi: Erken rezervasyon dönemi bile pahalıya patladı! https://t24.com.tr/haber/oteller-bos-kaldi-fiyatlar-asagi-cekildi-erken-rezervasyon-donemi-bile-pahaliya-patladi,1256426
51. Taşçıoğlu, A. (2020). Planlı davranış teorisi çerçevesinde hediye satın alma davranışını incelemeye yönelik bir araştırma: İstanbul örneği (Yüksek lisans tezi, Marmara Üniversitesi). YÖK Ulusal Tez Merkezi.
52. Talih Akkaya, D., Akyol, A., & Gölbaşı Şimşek, G. (2017). The Effect Of Consumer Perceptıons On Theır Attıtude, Behavıor And Purchase Intentıon In Socıal Medıa Advertısıng. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 39(11), 361-388. https://doi.org/10.14780/muiibd.384073
53. Thompson, B., & Vacha-Haase, T. (2000). Psychometrics is Datametrics: The Test is not Reliable. Educational and Psychological Measurement. https://doi.org/10.1177/0013164400602002
54. Tiftik, C. (2022). Lüks Tüketim Mallarında İşletmenin Yönetimsel Başarısı: Chanel No.5 Marka Örneği. İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi, 9(2), 692- 719. https://doi.org/10.17336/igusbd.749605
55. Turizm News. (2025). Muğla’da turist trendi değişti: Yabancı azaldı, yerli arttı. https://www.turizmnews.com. https://www.turizmnews.com/mugla-da-turist-trendi-degisti-yabanci-azaldi-yerli-artti/35081/
56. Ulker-Demirel, E., & Ciftci, G. (2020). A systematic literature review of the theory of planned behavior in tourism, leisure and hospitality management research. Journal of Hospitality and Tourism Management, 43, 209-219. https://doi.org/10.1016/j.jhtm.2020.04.003
57. Wang, Y., & Griskevicius, V. (2014). Conspicuous Consumption, Relationships, and Rivals: Women’s Luxury Products as Signals to Other Women. Journal of Consumer Research, 40(5), 834-854. https://doi.org/10.1086/673256
58. Wang, Y. (2021). A Conceptual Framework Of Contemporary Luxury Consumption. International Journal Of Research In Marketing, 39(3). https://doi.org/10.1016/j.ijresmar.2021.10.010
59. Wantara, P. (2022). The theory of planned behavior: Consumer behavior on luxury fashion goods in Indonesian context. Review of Business, Accounting & Finance, 2(2), 141–152. https://doi.org/10.1111/ijcs.12970
60. Wiedmann, K.-P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology & Marketing – Psychol Market, 26, 625- 651. https://doi.org/10.1002/mar.20292
61. Wirtz, J., Holmqvist, J., & Fritze, M. (2020). Luxury services. Journal of Service Management, 31, 665-691. https://doi.org/10.1108/JOSM-11-2019-0342
62. Xu, J. B. (2011). The relationship between brand equity, customer experience, and brand relationship quality in luxury hotels. International Journal of Hospitality Management, 30(3), 783–794. https://doi.org/10.1016/j.ijhm.2010.11.002
63. Yan, N., de Bloom, J., & Halpenny, E. (2024). Integrative review: Vacations and subjective well-being. Journal of Leisure Research, 55(1), 65-94. https://doi.org/10.1080/00222216.2023.2193180
64. Yang, W., & Mattila, A. S. (2017). The Impact of Status Seeking on Consumers’ Word of Mouth and Product Preference—A Comparison Between Luxury Hospitality Services and Luxury Goods. Journal of Hospitality & Tourism Research, 41(1), 3-22. https://doi.org/10.1177/1096348013515920