The Relationship Between Tourists’ Luxury Consumption Tendencies and Accommodation Preferences

Abstract

Purpose – The aim of this study is to examine how luxury consumption tendency—considered as a personality-like trait—is reflected in accommodation preferences, which constitute one of the most important components of the tourism sector.
Design/methodology/approach – A quantitative research method was adopted, and the data were collected through a survey administered via the Youreply platform. After necessary screening procedures, descriptive analyses were conducted on the responses of 390 participants, and one-way ANOVA was employed to examine differences across demographic groups. The reliability (Cronbach’s Alpha) and validity (CFA) of the scale used in the study were tested, and the relationships among variables were analyzed using independent samples t-tests.
Results – Significant differences were identified among income groups in their preferences for five-star hotels, boutique hotels, apart hotels, and tent/caravan accommodation facilities. Moreover, accommodation type and accommodation concept preferences differed meaningfully between individuals with low and high levels of luxury consumption tendency. Individuals with low luxury consumption tendency were more likely to prefer five-star hotels and all-inclusive concepts, whereas those with high luxury consumption tendency favored boutique hotels, apart hotels, tent/caravan facilities, as well as half-board and room-only options.
Discussion – The fact that tourists with low luxury consumption tendencies prefer five-star hotels more suggests that, with the democratization of luxury, these hotels have become a widespread and accessible form of accommodation. In contrast, the preferences of high luxury consumption tourists indicate that luxury is associated not only with ostentation and prestige but also with elements such as uniqueness, experience, and flexibility. Similarly, differences in accommodation concept preferences between the two groups show that non-restrictive, experience-oriented options play an important role in luxury consumption. These findings highlight the need for personalized services and strategies targeting tourist segments with varying levels of luxury consumption in tourism marketing.