The affections of nostalgia marketing and experiential quality towards the willingness to pay of gen z from the perspective of hotel service

Abstract

Generation Z, they emerge as a dominant group in the new era, with strong reaction to nostalgia and has been proved to have a substantial impact on behavioral intentions and their readiness to purchase. Moreover, a growing number of hotel brands have taken nostalgia among gen Z into consideration as an important target customer group, due to the fact that they spend a large amount of money on traveling. Based on the aforementioned preferences and needs, this study aims to explore the extent of willingness-to-pay to which customers will afford for a hotel brand applying nostalgia marketing methods. Therefore, a S-O-R model has been formed to test the relationship between Nostalgia marketing on customer confirmation and the effects of customer confirmation on nostalgic emotions, especially with the Vietnamese psychology and emotions to have a better vision of the variables that bring about willingness-to-pay. Our study was based in Vietnam and collected 355 valid surveys via Google Form and the results were analyzed through the use of apps SmartPLS. After analyzing data using quantitative approaches, a noticeable point is that nostalgia marketing has a direct effect on willingness-to-pay. Also, nostalgia marketing directly triggers the emotions of customers to recall the past. This finding helps marketers and managers better understand the customers’ psychology and emotions to shape new strategies relying more on promoting nostalgia’s forms