Applying Masstige Theory Into Travellers’ Values And Well-Being: A Case Of Developing Destination Context

This study aims to test masstige theory and its consequences (i.e., utilitarian and hedonic values as well as well-being) within tourism and hospitality context through S-O-R model. This research used questionnaire technique to gather primary data though convenience and purposive sampling technique. Structural equation modelling (SEM) was utilized to examine the interplay between the constructs. According to the result, masstige consumption has significant influence on utilitarian value and hedonic value. Also, utilitarian and hedonic value of tourist played a significant role in fostering well-being. Furthermore, utilitarian and hedonic value are confirmed significant mediating role in the relationship between masstige consumption and well-being. The findings expand our theoretical understanding of masstige consumption in tourism contexts and provide practical implications for industry professionals seeking to enhance tourist experiences. Additionally, this research contributes to the growing literature on consumer well-being by highlighting how the pursuit of prestige through accessible luxury experiences can generate both functional benefits and emotional pleasure, ultimately improving overall satisfaction and quality of life.