Conceptualizing and Measuring Customer Luxury Experience in Hotels.

Abstract

Despite the growing significance of customer luxury experience in tourism and hospitality, research on defining and measuring it remains scarce. Existing studies fail to distinguish luxury from ordinary experiences or rely on unidimensional approaches that overlook the complexity of customer luxury experiences. To address this gap, this study develops a multidimensional six-factor, 20-item customer luxury experience scale specific to luxury hospitality. Drawing on luxury and customer experience literature, three studies are conducted to develop and validate this scale. Study 1 collected and examined a large dataset of customer reviews from the Tripadvisor website to inform the domain specification and item generation process. Study 2 involved both academic and industry experts to validate the dimensions, as well as to review, refine, and suggest new items. Study 3 was a large-scale survey to calibrate and validate the scale. Findings suggest that luxury customer experience should be based on six dimensions: service quality, authenticity, escapism, exclusivity, status, and aesthetic refinement to elevate the overall perception of luxury experience. Tourism and hospitality managers can use this scale to assess and enhance customer luxury experience. This contribution enriches luxury tourism and hospitality, offering insights into how consumers perceive and experience luxury in hotels.