The Power of Masstige: A New Lens for Understanding Tourist Destination Image

Lokman Dinc

doi:10.24010/soid.1641665

EN TR

The Power of Masstige: A New Lens for Understanding Tourist Destination Image

Abstract

Although masstige brands have been widely studied in other contexts, research has largely overlooked their impacts on tourism industry, creating a significant gap in academic literature. Therefore, this research aims to understand how destination as a masstige product influence on destination image including affective, conative and cognitive image. Thus, the relationship between masstige and affective, cognitive and conative image through quantitative research approach were tested. Through the questionnaire technique, the data collection is completed. The data is analysed through SEM. The results illustrated that masstige has significant influence on affective, cognitive and conative image of destination. Theoretical and practical contributions were provided.

Keywords

Masstige , Destination image , Cognitive image , Conative image , Affective image

Prestijli Kitle (Masstige) Ürünü Olarak Destinasyon Algısının Destinasyon İmajı Üzerindeki Etkisi

Öz

Masstige (prestijli kitle) markalar diğer bağlamlarda yaygın olarak çalışılmış olsa da araştırmalar bu markaların turizm endüstrisi üzerindeki etkilerini büyük ölçüde göz ardı etmiş ve akademik literatürde önemli bir boşluk yaratmıştır. Bu nedenle, mevcut araştırma, bir "masstige" ürünü olarak destinasyonun; duygusal, davranışsal ve bilişsel imajı içeren destinasyon imajını nasıl etkilediğini anlamayı amaçlamaktadır. Bu doğrultuda, masstige ile duygusal, bilişsel ve davranışsal imaj arasındaki ilişki nicel araştırma yaklaşımıyla test edilmiştir. Veri toplama süreci anket tekniği aracılığıyla tamamlanmış ve araştırma verileri, Yapısal Eşitlik Modellemesi (YEM) ile analiz edilmiştir. Sonuçlar, masstige algısının destinasyonun duygusal, bilişsel ve davranışsal imajı üzerinde anlamlı bir etkiye sahip olduğunu göstermiştir. Çalışma kapsamında teorik ve pratik katkılar sunulmuştur.

Anahtar Kelimeler

Masstige , Destinasyon imajı , Bilişsel imaj , Konatif imaj , Duyuşsal imaj

References

Abdallat, M. M. (2012), "Actual self-image, ideal self-image and the relation between satisfaction and destination loyalty", Journal of Tourism Hospitality, 1 (4), ss. 1-11.
Atsız, O., Çokal, Z., Yıldırım, İ. ve Cankül, I. (2024), "Understanding travelers’ masstige consumption values: an application of masstige theory and SOR model paradigm", Asia Pacific Journal of Tourism Research, 29 (9), ss. 1170-1184.
Atwal, G. ve Williams, A. (2017), "Luxury brand marketing–the experience is everything!", Advances in luxury brand management, ss. 43-57.
Avcı, N. ve Barısık, S. (2015), "The Importance of Windsurf Schools in Tourism: The Case of Alaçati", Yaşar Üniversitesi E-Dergisi, 10 (37), ss. 6394-6401.
Aydın, B. ve Alvarez, M. D. (2020), "Understanding the tourists’ perspective of sustainability in cultural tourist destinations", Sustainability, 12 (21), ss. 8846.
Batat, W. (2021), "The role of luxury gastronomy in culinary tourism: An ethnographic study of Michelin‐Starred restaurants in France", International Journal of Tourism Research, 23 (2), ss. 150-163.
Bekk, M., Spörrle, M. ve Kruse, J. (2016), "The benefits of similarity between tourist and destination personality", Journal of Travel Research, 55 (8), ss. 1008-1021.
Cerović, M., Pavia, N. ve Floričić, T. (2019), "The importance of innovation in designing a luxury tourism offering: the perspective of tourism destination stakeholders", Tourism in Southern and Eastern Europe, 5, ss. 177-189.
Chiu, W., Zeng, S. ve Cheng, P. S.-T. (2016), "The influence of destination image and tourist satisfaction on tourist loyalty: a case study of Chinese tourists in Korea", International Journal of Culture, Tourism and Hospitality Research, 10 (2), ss. 223-234.
Creevey, D., Coughlan, J. ve O'Connor, C. (2022), "Social media and luxury: A systematic literature review", International journal of management reviews, 24 (1), ss. 99-129.

Das, M., Saha, V. ve Balaji, M. (2022), "Standing out and fitting in: Understanding inspiration value of masstige in an emerging market context", Journal of Product & Brand Management, 31 (4), ss. 521-535.
De Nisco, A., Mainolfi, G., Marino, V. ve Napolitano, M. R. (2015), "Tourism satisfaction effect on general country image, destination image, and post-visit intentions", Journal of vacation marketing, 21 (4), ss. 305-317.
Dean, D. L., Suhartanto, D. ve Kusdibyo, L. (2019), "Predicting destination image in creative tourism: A comparative between tourists and residents", Journal of Creative Tourism, [Eksik Dergi Bilgisi Tamamlanmalı].
Dinc, L. (2024), "Decoding Destination Desires: The Influence of Social Media on Young Travelers' Choices Through Parasocial Interaction", Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi, 14 (3), ss. 1544-1564.
Dłużewska, A. M. ve Kemp, M. (2023), "Defining Luxury and High-End Tourism–Reflections on the Key Issues and Market Trends", Annales Universitatis Mariae Curie-Skłodowska, ss. [Sayfa Bilgisi Eklenmeli].
Genç, R. (2019), "Luxury Shopping as a New Opportunity for Tourism Market Development", Journal of Tourism and Hospitality Education, 9, ss. 1-8.
Ghorbanzadeh, D., Zakieva, R. R., Kuznetsova, M., Ismael, A. M. ve Ahmed, A. A. A. (2022), "Generating destination brand awareness and image through the firm's social media", Kybernetes, 52 (9), ss. 3292-3314.
Haarhoff, R. ve De Klerk, B. (2019), "Destination South Africa: Analysis of destination awareness and image by international visitors", Geo Journal of Tourism and Geosites, 24 (1), ss. 201-211.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. ve Sarstedt, M. (2014a), A primer on partial least squares structural equation modeling (PLS-SEM), Thousand Oaks, CA: Sage publications.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. ve Sarstedt, M. (2016), A primer on partial least squares structural equation modeling (PLS-SEM), 2. Baskı, Sage publications.
Hasan, K. F., Adam, M. ve Yunus, M. (2022), "The effect of tourist perceived value and tourist satisfaction in mediating the relationship between tourism destination image on tourist loyalty to visit Weh Island", International Journal of Business Management and Economic Review, 5 (3), ss. 1-14.
Iloranta, R. (2019), "Luxury tourism service provision-Lessons from the industry", Tourism management perspectives, 32, ss. 100568.
Iloranta, R. (2022), "Luxury tourism–a review of the literature", European Journal of Tourism Research, 30, ss. 3007-3007.
Jabbar, A., Sheikh, A. A. ve Raza, S. H. (2023), "Examining the role of masstige value between celebrity endorsement and consumer engagement of fashion brands: An empirical study", International Journal of Business and Economic Affairs, 8 (3), ss. 103-111.
Jeong, Y. ve Kim, S. (2020), "A study of event quality, destination image, perceived value, tourist satisfaction, and destination loyalty among sport tourists", Asia Pacific Journal of Marketing and Logistics, 32 (4), ss. 940-960.
Jiang, X., Phawitpiriyakliti, C. ve Terason, S. (2023), "The Influence Of Destination Image And Service Innovation On Tourist Loyalty: The Mediating Effect Of Perceived Value", [Eksik Dergi Bilgisi Tamamlanmalı].
Joshi, R. ve Garg, P. (2021), "Role of brand experience in shaping brand love", International Journal of Consumer Studies, 45 (2), ss. 259-272.
Kapferer, J.-N. (2012), The luxury strategy: Break the rules of marketing to build luxury brands, London: Kogan Page.
Kassie, B. A. ve Bang, J. (2022), "Is it recession-proof? Masstige purchase intention: the moderating effect of perceived economic crisis", SHS Web of Conferences, ss. [Sayfa Bilgisi Eklenmeli].
Kim, J.-E., Lloyd, S., Adebeshin, K. ve Kang, J.-Y. M. (2019), "Decoding fashion advertising symbolism in masstige and luxury brands", Journal of Fashion Marketing and Management: An International Journal, 23 (2), ss. 277-295.
Krupka, Z., Dobra, A. ve Vlašić, G. (2021), "Factors influencing the perception of destination brand luxuriousness", Naše gospodarstvo/Our economy, 67 (4), ss. 74-86.
Kumar, A., Paul, J. ve Starčević, S. (2021), "Do brands make consumers happy?-A masstige theory perspective", Journal of Retailing and Consumer Services, 58, ss. 102318.
Kumar, A., Paul, J. ve Unnithan, A. B. (2020), "Masstige marketing: A review, synthesis and research agenda", Journal of Business Research, 113, ss. 384-398.
Kuswardani, D., Nurhidayati, N., Wibisono, T. ve Santoso, A. (2023), "Local Branding: Imperative Strategy Towards Competitiveness of Sustainable Destinations Through the Role of Social Media", Kontigensi: Jurnal Ilmiah Manajemen, 11 (1), ss. 281-293.
Liu, H., Wu, L. ve Li, X. (2019), "Social media envy: How experience sharing on social networking sites drives millennials’ aspirational tourism consumption", Journal of Travel Research, 58 (3), ss. 355-369.
Llodra-Riera, I., Martínez-Ruiz, M. P., Jiménez-Zarco, A. I. ve Izquierdo-Yusta, A. (2015), "Assessing the influence of social media on tourists’ motivations and image formation of a destination", International Journal of Quality and Service Sciences, 7 (4), ss. 458-482.
Mansoor, M. ve Paul, J. (2022), "Mass prestige, brand happiness and brand evangelism among consumers", Journal of Business Research, 144, ss. 484-496.
Michael, N. ve Fusté-Forné, F. (2023), "In search of elite travel: Visual communication of luxury hotels", Consumer Behavior in Tourism and Hospitality, 19 (1), ss. 131-139.
Morando, M. ve Platania, S. (2022), "Luxury tourism consumption in the accommodation sector: The mediation role of destination brand love for potential tourists", Sustainability, 14 (7), ss. 4007.
Mundel, J., Huddleston, P. ve Vodermeier, M. (2017), "An exploratory study of consumers’ perceptions: what are affordable luxuries?", Journal of Retailing and Consumer Services, 35, ss. 68-75.
Muntean, M. C., Sorcaru, I. A. ve Manea, L. D. (2023), "Empirical evidence of tourist satisfaction and loyalty in the case of Bucharest—A partial least squares structural equation modelling approach", Journal of Consumer Behaviour, 22 (4), ss. 985-999.
Park, J., Back, S. Y. ve Kim, D. (2022), "Masstige consumption values and its effect on consumer behavior", Journal of Retailing and Consumer Services, 67, ss. 102943.
Paul, J. (2018), "Toward a masstige theory and strategy for marketing", European Journal of International Management, 12 (5-6), ss. 722-745.
Pavlić, I., Portolan, A. ve Puh, B. (2021), "Image Formation In Rural Tourism Destination", Tourism in Southern and Eastern Europe, 6, ss. 559-572.
Peng, N., Chen, A. ve Hung, K.-P. (2021), "Dining at luxury restaurants when traveling abroad: incorporating destination attitude into a luxury consumption value model", İçinde Travel and Lifestyle, ss. 30-44, London: Routledge.
Rasdi, A. L. M., Som, A. P. M., Azinuddin, M., Nasir, M. N. M. ve Khan, N. F. A. H. (2022), "Local community perspective on responsible tourism and destination sustainability", Planning Malaysia, 20, ss. 255-269.
Ritter, C. S. (2022), "Reinventing Luxury Travel Imaginaries: Early Responses of Travel Influencers to the COVID-19 Pandemic", İçinde The Emerald Handbook of Luxury Management for Hospitality and Tourism, ss. 445-461, Emerald Publishing Limited.
Rodrigues, P., Sousa, A., Fetscherin, M. ve Borges, A. P. (2024), "Exploring masstige brands' antecedents and outcomes", International Journal of Consumer Studies, 48 (1), ss. e12869.
Sarstedt, M., Ringle, C. M. ve Hair, J. F. (2017), "Partial least squares structural equation modeling", Handbook of market research, 26 (1), ss. 1-40.
Sharma, P. ve Nayak, J. K. (2019), "Do tourists’ emotional experiences influence images and intentions in yoga tourism?", Tourism Review, 74 (3), ss. 646-665.
Silverstein, M. J. ve Fiske, N. (2003), "Luxury for the masses", Harvard business review, 81 (4), ss. 48-59. Singh, B. (2024), "Measuring consumer‐based brand equity of prestigious mass brands using masstige mean score scale", International Journal of Consumer Studies, 48 (1), ss. e12839.
Stokburger-Sauer, N. E. ve Teichmann, K. (2013), "Is luxury just a female thing? The role of gender in luxury brand consumption", Journal of Business Research, 66 (7), ss. 889-896.
Stylos, N., Bellou, V., Andronikidis, A. ve Vassiliadis, C. A. (2017), "Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists", Tourism management, 60, ss. 15-29.
Stylos, N., Vassiliadis, C. A., Bellou, V. ve Andronikidis, A. (2016), "Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination", Tourism management, 53, ss. 40-60.
Wang, B., Yang, Z., Han, F. ve Shi, H. (2016), "Car tourism in Xinjiang: The mediation effect of perceived value and tourist satisfaction on the relationship between destination image and loyalty", Sustainability, 9 (1), ss. 22.
Wirtz, J., Holmqvist, J. ve Fritze, M. P. (2020), "Luxury services", Journal of Service Management, 31 (4), ss. 665-691.
Wong, I. A., Xu, Y. H., Tan, X. S. ve Wen, H. (2019), "The boundary condition of travel satisfaction and the mediating role of destination image: The case of event tourism", Journal of vacation marketing, 25 (2), ss. 207-224.
Woosnam, K. M., Stylidis, D. ve Ivkov, M. (2020), "Explaining conative destination image through cognitive and affective destination image and emotional solidarity with residents", Journal of Sustainable Tourism, 28 (6), ss. 917-935.
Yu, C. ve Hwang, Y. S. (2019), "Do the social responsibility efforts of the destination affect the loyalty of tourists?", Sustainability, 11 (7), ss. 1998.
Zain, N. M., Hanafiah, M. H. ve Zahari, M. S. M. (2023), "When Central Asian Prefers Langkawi Island: Understanding Luxury Travel Motivations and Behaviour", Journal of Tourism and Services, 14 (27), ss. 39-63.
Zhang, B. ve Niyomsilp, E. (2020), "The relationship between tourism destination image, perceived value and post-visiting behavioral intention of Chinese tourist to Thailand", International Business Research, 13 (11), ss. 96-105.

Details

Primary Language

English

Subjects

Tourism (Other)

Journal Section

Research Article

Authors

Lokman Dinc ^*
0000-0002-8219-5248
Türkiye

Early Pub Date

April 24, 2026

Publication Date

April 29, 2026

Submission Date

February 17, 2025

Acceptance Date

March 1, 2026

Published in Issue

Year 2026 Volume: 23 Number: 1

DOI

https://doi.org/10.24010/soid.1641665

IZ

https://izlik.org/JA95KR67CS

APA

Dinc, L. (2026). The Power of Masstige: A New Lens for Understanding Tourist Destination Image. Seyahat Ve Otel İşletmeciliği Dergisi, 23(1), 205-221. https://doi.org/10.24010/soid.1641665

Seyahat ve Otel İşletmeciliği (Journal of Travel Business) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).

26935

Our journal is indexed by EBSCOhost, Index Copernicus, Ulakbim, DRJI, Research Bible, SOBİAD and ASOS.

The Power of Masstige: A New Lens for Understanding Tourist Destination Image

Abstract

Keywords

Prestijli Kitle (Masstige) Ürünü Olarak Destinasyon Algısının Destinasyon İmajı Üzerindeki Etkisi

Öz

Anahtar Kelimeler

References

Details

Primary Language

Subjects

Journal Section

Authors

Early Pub Date

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

Cite