Abstract
This study examined the effects of fashion lifestyle, the perceived value of luxury consumption, and tourist–destination identification on Chinese cigar aficionados' intentions to visit a cigar-themed destination. Five hundred survey responses from Chinese cigar aficionados in Beijing and Guangzhou, China, were subjected to structural equation modelling analysis. Different from the marketing and luxury consumption literature, single-dimension structures of fashion lifestyle and the perceived value of luxury consumption were generated in a tourism context in this study. Results indicate that fashion lifestyle and the perceived value of luxury consumption each had a significant positive effect on tourist–destination identification, which in turn positively influenced visit intention. Theoretical and methodological implications are also discussed.
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