African Journal of Hospitality, Tourism and Leisure (Aug 2018)
Consumer well-being a’ la Maslow: A driver towards ecstatic and leisure motorcyclists’ overall happiness.
Abstract
This research reports on the consumer well-being of including needs/wants of ecstatic and leisure motorcyclists’ overall happiness in owning a motorcycle as a brand. A total of N = 367 motorcyclists who attended the Annual Harley Davidson Toy Run as a major tourism event, participated in this research. The results indicate that overall happiness, positive affect and personal values/relationships obtained the highest means. Large positive correlations exist between self-image congruence, personal values/relationships, symbolic consumption/brand personality, overall happiness, positive affect and overall happiness, negative affect. It was found that personal values/relationships as a single factor was not statistically significant due to the large correlations with other factors, which indicated a suppression effect of personal values/relationships on overall happiness. The structural equation model suggests that personal values/relationships have a unique contribution to overall happiness in combination with symbolic consumption/brand personality and self-image congruence. The results and implications are directed towards marketers of the leisure motorcycle industry. If marketers focus their marketing campaigns towards these distinct motorcyclists by including happiness, then they would reap the benefits of gaining market share in a very competitive environment.
