From exclusivity to accessibility: Factors influencing masstige purchase intentions

Year 2025, Volume: 7 Issue: 1, 104 - 113, 30.06.2025

Lokman Dinc

https://doi.org/10.53601/tourismandrecreation.1524734

Abstract

Unorthodox marketing of luxury products and services has given rise to the concept of new luxury. Luxury firms are now focusing more on the middle class through 'masstige marketing,' a strategy that combines luxury and mass appeal, in order to tap into a lucrative commercial potential. The purpose of this strategy is to enhance the accessibility of luxury brands to a broader demographic, specifically targeting the demands and preferences of the middle class. This study aims to explore the influence of factors such as conspicuous value, benign envy, bandwagon motivation, and snob motivation on masstige purchase intention. By employing Smart PLS to analyses the research data, the results showed that while benign envy and bandwagon motivation significantly affect tourist masstige purchase behavior, snob motivation, and conspicuous value have no influence on masstige purchase intention. The contribution of this research to consumer decision-making in relation to hotel management literature and further research directions are also discussed.

Keywords

Masstige , Masstige consumption , Tourism , Hospitality , Tourism marketing

Seçkinlikten erişilebilirliğe: Masstige satın alma niyetlerini etkileyen faktörler

Abstract

Lüks ürün ve hizmetlerin alışılmışın dışında pazarlanması yeni lüks kavramının ortaya çıkmasına neden oldu. Lüks firmaları, kazançlı bir ticari potansiyelden faydalanmak için lüks ve kitlesel çekiciliği birleştiren bir strateji olan 'masstige pazarlama' yoluyla artık orta sınıfa daha fazla odaklanmaktadır. Bu stratejinin amacı, özellikle orta sınıfın talep ve tercihlerini hedef alarak lüks markaların daha geniş bir demografiye erişilebilirliğini arttırmaktır. Bu amaca ulaşabilmek için, nicel araştırma yaklaşımı benimsenmiş olup anket tekniği araştırmada veri toplama aracı olarak kullanılmıştır. Bu çalışma, gösteriş değeri, iyi niyetli kıskançlık, bandwagon motivasyonu ve özenti motivasyonu gibi faktörlerin masstige satın alma niyeti üzerindeki etkisini araştırmayı amaçlamaktadır. Araştırma verilerini analiz etmek için Smart PLS kullanılarak elde edilen sonuçlar, iyi huylu kıskançlık ve bandwagon motivasyonunun turistlerin masstige satın alma davranışını, özenti motivasyonu ve gösterişçi değerin masstige satın alma niyeti üzerinde herhangi bir etkisi olup olmadığını inceleyecektir. Bu araştırmanın otel yönetimi literatürü ile ilişkili olarak tüketici karar verme sürecine katkısı ve daha ileri araştırma yönleri de tartışılmaktadır. Bu doğrultuda, Kapadokya bölgesine gelen turistler araştırma birimi olarak seçilerek örnekleme yoluna gidilecektir. Toplanan veriler, yapısal eşitlik modellemesi ile test edilecektir.

Keywords

Turizm Pazarlaması , Masstige , Masstige tüketimi , Turizm , ağırlama

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