Materialism and Tourism Brand Attachment in Influencing Compulsive Buying for Generations Y And Z Travel in the Post-Covid 19 Pandemic Period

Sudiyanti Sudiyanti, Ardik Praharjo, Kardina Yudha Parwati, Aminullah Alam

Abstract


This study examines the effect of materialism and tourism brand attachment on compulsive buying behavior for travel among Generations Y and Z in Indonesia during the post-COVID-19 period. It also explores the influence of destination image, perceived value, and ideal self-congruence on compulsive buying through materialism and brand attachment. A quantitative approach was employed, with data collected from 250 respondents and analyzed using Covariance-Based Structural Equation Modeling (CB-SEM). The results reveal that materialism has a significant effect on compulsive buying behavior, and tourism brand attachment further amplifies this relationship. Additionally, destination image and perceived value are found to reinforce materialistic tendencies, which subsequently drive impulsive travel-related purchases. These findings offer valuable insights for tourism marketers targeting younger travelers by focusing on emotional attachment and materialistic appeals to encourage travel decisions.


Keywords


Compulsive Buying; Materialism; Tourism Brand Attachment; Destination Image; Perceived Value; Generations Y and Z

Full Text:

PDF

References


Aaker, J. L. (1999). The Malleable Self: The Role of Self-Expression in Persuasion. Journal of Marketing Research, 36(1), 45-57. https://doi.org/10.2307/3151914

Beerli, A., & Martin, J. D. (2004). Factors Influencing Destination Image. Annals of Tourism Research, 31(3), 657-681. https://doi.org/10.1016/j.annals.2004.01.010

Bhatia, S. (2019). Materialism, Conspicuous Consumption and Sustainability in the Tourism Sector. Journal of Consumer Marketing, 36(4), 513-522.

Cavagnaro, E., Staffieri, S., & Postma, A. (2018). Understanding Millennials’ Tourism Experience: Values and Meaning to Travel as a Key For Identifying Target Clusters for Youth (Sustainable) Tourism. Journal of Tourism Futures, 4(1), 31–42.

Djafarova, E., & Bowes, T. (2021). ‘Instagram made me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345

Echtner, C. M., & Ritchie, J. B. (2003). The Meaning and Measurement of Destination Image. Journal of Tourism Studies, 14(1), 37-48.

Gössling, S., Scott, D., & Hall, C. M. (2021). Pandemics, Tourism and Global Change: A Rapid Assessment of Covid-19. Journal of Sustainable Tourism, 29(1), 1–20. https://doi.org/10.1080/09669582.2020.1758708

Islam, T., Sheikh, Z., Hameed, Z., & Khan, I. U. (2018). The Impact of Self-Congruity (Symbolic and Functional) On The Brand Hate: A Study Based on Self-Congruity Theory. British Food Journal, 120(2), 397–411.

Japutra, A., Ekinci, Y., & Simkin, L. (2018). Tie the Knot: Building Stronger Brand Relationships through Brand Attachment. Journal of Strategic Marketing, 26(3), 223-238.

Japutra, A., Ekinci, Y., & Simkin, L. (2019). The Role of Brand Attachment in Consumer Behavior. Journal of Consumer Psychology, 29(4), 619-634.

Kasser, T. (2003). The High Price of Materialism. MIT Press.

Kim, J. J., & Kim, I. (2022). The Impact of Self-Congruity and Destination Image on Loyalty: The Mediating Effect of Tourist Satisfaction. Journal of Hospitality and Tourism Management, 50, 209–218.

Omar, M. W., Tham, A., & Hizam, S. M. (2021). Compulsive Buying and the Young Malaysian Consumers: Shopping Orientation as a Moderator. Journal of Retailing and Consumer Services, 59, 102366.

Parment, A. (2013). Generation Y vs. Generation Z. Journal of Consumer Behaviour, 12(3), 207-219.

Rather, R. A. (2021). Demystifying the Effects of Perceived Risk and Fear on Customer Engagement and Revisit Intention During Covid-19: A Protection Motivation Theory Approach. Journal of Destination Marketing & Management, 20, 100564. https://doi.org/10.1016/j.jdmm.2021.100564

Richins, M. L., & Dawson, S. (1992). A Consumer Values Orientation for Materialism and its Measurement: Scale Development and Validation. Journal of Consumer Research, 19(3), 303-316. https://doi.org/10.1086/209304

Roberts, J. A., & Martinez, C. R. (1997). Materialism and its relationship to compulsive buying behavior. Journal of Business Research, 36(3), 117-126.

Sánchez, J., Callarisa, L., Rodriguez, R. M., & Moliner, M. A. (2006). Perceived Value of the Purchase of a Tourism Product. Tourism Management, 27(3), 394-409.

Stylidis, D., Woosnam, K. M., & Ivkov, M. (2017). Tourists’ Emotional Solidarity with Residents: A Segmentation Analysis and its Links to Destination Image and Loyalty. Journal Of Travel Research, 56(5), 599–613.

UNWTO. (2020). International Tourism and COVID-19. World Tourism Organization. https://www.unwto.org/international-tourism-and-covid-19

Wang, S., Li, J., & Zhao, D. (2020). Institutional Pressures and Environmental Management Strategy: The Moderating Effects of Environmental Commitment and Resource Availability. Business Strategy and the Environment, 29(3), 193–209.

Yuli, S. B. C. (2024). Understanding the Dynamics of Tourist Experience through a Qualitative Lens: A Case Study Approach in Indonesia. Global Review of Tourism and Social Sciences, 1(1), 30–40. https://journal.gpp.or.id/index.php/grtss/article/view/323

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-end Model and Synthesis of Evidence. Journal Of Marketing, 52(3), 2-22. https://doi.org/10.1177/002224298805200302




DOI: https://doi.org/10.18196/jerss.v8i2.21994

Refbacks

  • There are currently no refbacks.



Office:
Redaksi Journal of Economics Research and Social Sciences, Gedung E2 Lantai 2, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Yogyakarta
Jalan Brawijaya, Tamantirto, Kasihan, Bantul, Daerah Istimewa Yogyakarta 55183

Email: jerss@umy.ac.id

Telp: +62 812-3233-6697

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.