Factors affecting tourists' intention to purchase: a study of Indian domestic tourists

In the tourism domain, marketing is getting a lot of attention. The analytical marketing helps in unravelling the phenomenon of tourist shopping behaviour based on the data, which may differ from the routine consumer shopping behaviour. The literature suggests various probable factors for tourists' intention to purchase. The study endeavours to find the conclusive factors that impact Indian domestic tourist's intention to purchase. The present research highlights the importance of store experience such as ambience of the store and interaction with sales person at the store besides specific demographic variables, for enhancing the Indian domestic tourist's intention to purchase. Such insights about patterns and predictor factors of Indian domestic tourist's purchase intention would lead to improved planning and management of sales and marketing in the tourism industry.