FACTORS AFFECTING THE IMPULSIVE CONSUMPTION BEHAVIOR OF TOURISTS

Abstract

After COVID-19 pandemic, Vietnam’s tourism industry has been recovering and growing firmly. There is a sustainable bond between tourism and tourists’ shopping activities. The great source of income that comes from shopping activities contributed to tourism is undeniable. In recent years, the study of customer buying behaviors has been increasingly investigated by scholars, especially traveler buying behaviors because it has an important influence on the tourism industry. Although impulsive buying behaviors remain one of the most significant topics in understanding tourist behavior, few researchs have presented theoretical and empirical breakthroughs in the tourism industry. This research paper analyzes the title of impulsive buying behavior in tourism. According to the literature, traveling is related to planning, and looking for information is important owing to the service nature of its businesses. This contrasts with the purchasing behavior literature, which implies that a considerable percentage of non-planned, impulsive spending occurs for retail products and "big-ticket" items. We contend that this form of buying choice exists in tourism as well, as seen by travel behavior that varies according to planning horizons. Our findings provide supporting knowledge for the idea that impulsive buying occurs in tourism, and that it is related to four main factors include demographic, psychology, marketing, and Social Trends. Through this research paper, we expect to present the finding of answers for those questions: What’s impulsive buying behavior of tourists? What factors influence the impulsive buying behavior of tourists and reasons/ consequences of this phenomenon? Proposing to promote and motivate impulsive buying behavior of tourists from a retail tourism businesses perspective.