Analysis of the impulse purchase process of tourist travel packages in Mexico
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Keywords

travel packages
consumer behavior
promotion
impulse buying tendency
impulse buying
customer satisfaction
buen fin
tourism
purchasing processes
consumption
promotional incentives
Black Friday
tourism product
tourist
consumer behaviour
marketing campaign paquetes de viaje
comportamiento de consumo
promoción
tendencia a la compra impulsiva
satisfacción del cliente
turismo
procesos de compra
consumo
incentivos promocionales
El Buen Fin
producto turístico
turista
comportamiento del consumidor
campaña de mercadotecnia

How to Cite

Cavazos-Arroyo, J. (2021). Analysis of the impulse purchase process of tourist travel packages in Mexico. Nova Scientia, 13(27). https://doi.org/10.21640/ns.v13i27.2894

Abstract

Introduction: mexico has a strong tourist vocation. The purchase of tourist travel packages among Mexicans has increased due to its accessibility, variety of prices and the possibility of acquisition. The objective of this article is to analyze some antecedents and effects of the impulsive purchase behavior of travel packages in Mexico, during a special event called El Buen fin, which takes place annually, and which works through promotional incentives, in order to stimulate consumption.

Method: a quantitative, explanatory and cross-sectional investigation was conducted. An electronic survey and a convenience sampling were applied in 256 buyers of tourist travel packages during El Buen fin 2019. For the analysis, the technique of modeling structural equations with PLS was used.

Results: it was found that the impulse purchase tendency positively influences the impulse purchase behavior, although negatively on purchase satisfaction; also, the perception of the event has a positive influence on impulsive purchase behavior and it is the variable that most positively affects customer post-purchase satisfaction; however, impulsive purchase behavior did not demonstrate an effect on satisfaction.

Discussion or conclusion: the presence of impulse purchase tendency in consumers has a negative influence on post-purchase satisfaction, and the impulse purchase behavior of travel packages during BF does not influence on satisfaction. However, BF perception affects impulsive buying behavior and post-purchase satisfaction. Since satisfaction is a key element in gaining loyalty and repurchase intention; stimulating impulse purchases during BF could not to be a significant marketing tool.

https://doi.org/10.21640/ns.v13i27.2894
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