Luxury Relevance of Selected Megatrends in Tourism

Aeberhard, Marc; Gößling, Stefan; Krause, Mario; Meurer, Jörg

doi:10.1007/978-3-030-59893-8_7

Cited by 2 publications

(1 citation statement)

References 12 publications

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“…Therefore, the reflective self can be free from biological laws and reason, which Wiesing has connected with the utopianism of luxury ( Featherstone, 2020 ). In addition, Aeberhard, Gössling, Krause, and Meurer (2020) study further supported the idea that consciously experiencing oneself in the moment and falling deeply within oneself is the most luxurious kind of moment. In a salsa dancing context, Homlqvist et al (2020) suggested that by fully indulging oneself in the moment, one constructs a luxurious hedonism.…”

Section: Resultssupporting

confidence: 70%

Redefining “masstige” luxury consumption in the post-COVID era

Wang

Yuan

Luo

et al. 2022

Journal of Business Research

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The concept of “new luxury” has challenged the conventional marketing of luxury goods as prestigious, leading to greater expansion of mass luxury meaning. This has become more evident since the outbreak of COVID-19, which has been a catalyst for consumption in the luxury market. This paper investigates the mass marketing of luxury goods and explores the essence of masstige luxury consumption since the outbreak of COVID-19. An interpretive approach was conducted based on semi-structured, in-depth interviews with 31 participants. It analyzes four themes of mass luxury: self as content, self as process, self as context, and self–other. We further argue that the mass consumption of luxury reduces cognitive dissonance, with the pandemic resolving the dark side of conventional luxury consumption. Our findings provide important insights for both scholars and practitioners in the development of a more holistic understanding of masstige in the post-COVID era.

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Section: Resultssupporting

confidence: 70%