Young Chinese Consumers’ Luxury Hotel Preference and Purchase Intention

Abstract

Luxury brand market has grown considerably despite of the global financial crisis which started in 2008 (Hung et al., 2012). In the perceptions of the owners and others, luxury brands signify quality, style, reputation, and limited accessibility (Berthon, Pitt, Parent, and Berthon, 2009). However, current studies on the consumption of luxury goods mainly focused on physical goods (e.g., clothes and accessories) and few have examined service-based products. To narrow the gaps in the literature, this research explores young Chinese consumers’ intention to stay at luxury hotels when traveling.