No Matter the Price, I Will Buy: Exploring Motivational Factors Influencing Affection‐Driven Premium Consumption in Luxury Event Tourism

ABSTRACT The growing trend in luxury event tourism (LET) indicates a shift toward affection‐driven premium consumption. However, this has received little attention. This research addresses this gap through two sequential studies using a mixed‐methods design. Study 1 involved semi‐structured interviews with 33 participants and identified 11 push motivations and six pull motivations underlying their LET participation. The findings from this study were then modelled in Study 2 and tested using survey data from 404 respondents and structural equation modelling with the partial least squares method. The results show that both push and pull motivations are positively associated with affective impulse buying (AIB) and willingness to pay a higher price (WTPHP). AIB operates as a partial mediator in these relationships, indicating that affect‐driven access purchase is one pathway through which these motivations are linked to premium financial commitment. Push motivation showed a stronger estimated relationship with WTPHP, while both push and pull motivations showed comparable relationships with AIB. This study expands the behavioural scope of the Push‐Pull Motivation Theory (PPMT) by extending its application from destination selection and travel participation to post‐intention access decisions regarding an event. This study also conceptualises LET as a form of experience‐centred luxury focused on access, in which limited access, high discretionary investment, exceptional event experiences, and hedonic, symbolic, and social value collectively shape perceptions of luxury.