Tourist'S shopping behavior and their purchase intention: A study in the Indian tourism

Shopping activities are consistently the most remarkable outlay category on vacations and trips. Past studies have shown that visitors spend around one-third of their overall tourism expenses on shopping. Also, the thrill of shopping in a new place with unique offerings adds to the tourists' overall experience and makes it memorable. Despite being such an important contributor to the industry as well as to the tourists' travel experience, tourism shopping has not been researched adequately. Considering the significance of tourists' shopping behaviour in shaping their purchase and revisit intention and noting the lack of thorough research into this aspect, the present study proposes a conceptual framework to examine the various patterns of tourists' shopping and their simultaneous functioning and their role in influencing tourists' purchase intention. Towards this end, the study investigates the contemporary literature on the various types of shopping behaviour exhibited by shoppers such as experiential, impulsive and planned shopping. As a result of rigorous research, the study found that all these three types of purchase patterns are simultaneously exhibited by the tourist shoppers and the integrated effect of these patterns is highly instrumental in shaping their purchase intentions. This study is anticipated to provide better understanding and insight of the variables effecting tourist shopping behavior, which will lead to better planning, marketing, disbursement and opportunities in retail and tourism industries.