sustainability Article Self-Enhancement Driven First-Class Airline Travelers’ Behavior: The Moderating Role of Third-Party Certification Jinkyung Jenny Kim 1 , Kwangyong Kim 2 and Jinsoo Hwang 1,* 1 The College of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea;
[email protected] 2 Korean Standards Association, Seoul 08056, Korea;
[email protected] * Correspondence:
[email protected] Received: 1 May 2019; Accepted: 10 June 2019; Published: 14 June 2019 Abstract: This study was designed with a focus on self-enhancement by flying in first class to understand the intricate associations in the formation of well-being, brand attachment, and word-of-mouth. In addition, this study aimed to examine the moderating effect of third-party certification among consequent variables. For this, data were collected from 199 first-class airline travelers. A quantitative method that was comprised of structural equation modeling and multiple-group analysis wasused to test the research hypotheses. Our findings revealed that both achievement and power were significant drivers of well-being perception of first-class airline travelers and their perceived well-being contributed to building positive brand attachment and word-of-mouth. The association between brand attachment and word-of-mouth was also statistically supported. Furthermore, the moderating role of third-party certification was identified in the causal relationship between well-being perception and brand attachment. Implications were discussed along with diverse approaches for customized and exclusive offerings such as butler services pre- and post-flights or during transit at airports, and mini stretching sessions in flights to improve self-enhancement during the whole journey of a first-class experience.