DETUROPE - The Central European Journal of Regional Development and Tourism 2019, 11(2):121-142 | DOI: 10.32725/det.2019.019

Experiences Matter! Luxury Tourism Consumption Patterns and Motivation of the Czech Affluent Society

Markéta Novotná, Josef Kunc
Faculty of Economics and Administration, Masaryk University, Lipová 41a, Brno 602 00, Czech Republic

Keywords: luxury consumption, motivation, luxury travel, tourism demand, Czech Republic

The affluent society and its leisure lifestyle and luxury consumption can influence the future tourism trends. One key prerequisite shaping the future of luxury tourism is the shift in values from the material to the experiential purchases. It is related to the assumption that money spent on experiences can satisfy various people's needs. Moreover, the luxury consumption displays wealth and social status. This exploratory study, based on the questionnaire survey among clients of one of the Czech luxury tour operators, analyses the Czech luxury tourism market segment and reveals the luxury-driven attitudes and consumption patterns. In conclusion, the findings are compared with the results of similar foreign studies. The results suggest that Czech luxury tourists are both similar in a lot of cases (age group, motivation, type of accommodation, preferred destinations etc.) and different in comparison to the traditional European markets, especially regarding the financial possibilities. Most of the Czech tourists are willing to pay considerably lower amounts of money for luxury holidays. The frequency of their luxury holidays is also significantly lower. In this respect, but also for example in special interest (eco-friendly goods and services), the Czechs fall behind the European luxury tourists.

Published: July 31, 2019  Show citation

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Novotná, M., & Kunc, J. (2019). Experiences Matter! Luxury Tourism Consumption Patterns and Motivation of the Czech Affluent Society. DETUROPE - The Central European Journal of Regional Development and Tourism, 11(2), 121-142. doi: 10.32725/det.2019.019
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