Conspicuous Consumption Applied to Tourism Destination

Abstract

ABSTRACT This empirical study applied the marketing concept of conspicuous consumption (CC) to tourism destinations. First, six conspicuous (Las Vegas, New York City, Los Angeles, Miami, Washington, DC, and Boston) and inconspicuous destinations (Kansas City, Branson, St. Paul, Omaha, Fargo, and Boise) destinations were identified. In all, 17 conspicuous consumption measurement items were adapted from a previous study and were loaded onto four factors: interpersonal mediation, status demonstration, materialistic hedonism, and communication of belonging. Three out of the four factors had significant relationships with intentions to visit conspicuous destinations. Study implications and suggestions for future research are also discussed.