| dc.description.abstract | This study explores Generation Z consumers’ responses to luxury tourism brands marketing, specifically examining their reactions to sustainability messaging. It provides insights on the relationship between luxury and sustainability, considering the challenges and opportunities for luxury tourism companies. Furthermore, the study provides insight into how Gen Z consumers engage with these messages. First, the purpose of this study is to look at the content and style of marketing messages from luxury tourism brands, focusing on the sustainable aspects. The research also explains how luxury brands influence sustainability trends in tourism. Second, this study attempts to understand how consumers, particularly Gen Z, feel about these messages and how they react to them. Physiological methods like eye-tracking and facial expression recognition were used, as well as semi-structured interviews. The triangulation approach allowed for complex understanding of participants’ reactions to marketing content and obtaining of both physical and self-reported responses. Findings suggest that luxury tourism brands appeal to emotions and authenticity, but consumers often struggle to associate luxury with sustainability. Excessive sustainability cues can reduce engagement, indicating a need for more balanced approach in luxury brands’ marketing efforts. | |
