Keywords
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 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
How to Cite
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.
References
Abrate, G., Bruno, C., Erbetta, F., y Fraquelli, G. (2020). Which future for traditional travel agencies? Dynamic capabilities approach. Journal of Travel Research, 59(5), 777-791. https://doi.org/10.1177/0047287519870250
Adam, I., Adongo, C. A., y Amuquandoh, F. E. (2019). A structural decompositional analysis of eco-visitors’ motivations, satisfaction and post-purchase behaviour. Journal of Ecotourism, 18(1), 60-81. https://doi.org/10.1080/14724049.2017.1380657
Ahn, J., Lee, S. L., y Kwon, J. (2020). Impulsive buying in hospitality and tourism journals. Annals of Tourism Research, 82, 102764. https://doi.org/10.1016/j.annals.2019.102764
Ali, S. F. S., Aziz, Y. A., Yusuf, R. N. R., y Imm, N. S. (2019). Evaluation The Role Of Sales Promotion In Influencing Impulse Buying Behavior: A Comparison Between International And Local Tourist At Premium Outlet In Malaysia. Journal of Tourism, Hospitality and Environment Management, 4(15), 32-43.
Amos, C., Holmes, G. R., y Keneson, W. C. (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21(2), 86-97. https://doi.org/10.1016/j.jretconser.2013.11.004
Asociación de Internet (2019). El Buen Fin 2020. Estudio de percepción de usuarios. Asociación de Internet Mx. Recuperado de https://irp-cdn.multiscreensite.com/81280eda/files/uploaded/Estudio%20AIMX%20de%20EL%20Buen%20Fin%202020.pdf
Asociación de Internet (2020). El Buen Fin 2019. Asociación de Internet Mx. Recuperado de https://irp-cdn.multiscreensite.com/81280eda/files/uploaded/El_Buen_Fin_2019_AIMX.pdf
Bagdoniene, L., y Hopeniene, R. (2015). Coopetition usefulness: what do the agents of Lithuanian travel trade market think? Procedia-Social and Behavioral Sciences, 213, 824-829. https://doi.org/10.1016/j.sbspro.2015.11.484
Bashar, A., y Ahmed, I. (2012). Visual merchandising and consumer impulse buying behavior: An Empirical study of Delhi & NCR. International Journal of Retail Management & Research, 2(4), 31-41.
Beatty, S. E., y Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of retailing, 74(2), 169-191. https://doi.org/10.1016/S0022-4359(99)80092-X
Bellini, S., Cardinali, M. G., y Grandi, B. (2017). A structural equation model of impulse buying behaviour in grocery retailing. Journal of Retailing and Consumer Services, 36, 164-171. https://doi.org/10.1016/j.jretconser.2017.02.001
Campos, R. M., y Medina, E. M. (2017). ¿Realmente bajan los precios durante el Buen Fin? El trimestre económico, 84(334), 337-382.
Cernas-Ortiz, D. A., Mercado-Salgado, P., y Nava-Rogel, R. M. (2019). Análisis multinivel de las actitudes que promueven y obstaculizan la apertura al cambio en negocios participantes en el Buen Fin. Revista Universitaria Ruta, 21(1), 10-24.
Cha, J., y Borchgrevink, C. P. (2019). Customers’ perceptions in value and food safety on customer satisfaction and loyalty in restaurant environments: moderating roles of gender and restaurant types. Journal of Quality Assurance in Hospitality & Tourism, 20(2), 143-161. https://doi.org/10.1080/1528008X.2018.1512934
Chan, N. (2019). Circuitos turísticos: programación y cotización. Recuperado de: https://turismogrupodeestudio.files.wordpress.com/2019/06/nelida-chan.pdf
Chan, T. K., Cheung, C. M., y Lee, Z. W. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204-217. https://doi.org/10.1016/j.im.2016.06.001
Chang, A. Y. P. (2017). A study on the effects of sales promotion on consumer involvement and purchase intention in tourism industry. Eurasia Journal of Mathematics, Science and Technology Education, 13(12), 8323-8330. https://doi.org/10.12973/ejmste/77903
Chang, S., Stansbie, P., y Rood, A. S. (2014). Impulsive consumption in the experiential context. Current Issues in Tourism, 17(2), 145-163. https://doi.org/10.1080/13683500.2012.749843
Cheng, J. C., Chen, C. Y., Yen, C. H., y Teng, H. Y. (2017). Building customer satisfaction with tour leaders: The roles of customer trust, justice perception, and cooperation in group package tours. Asia Pacific Journal of Tourism Research, 22(4), 395-407. https://doi.org/10.1080/10941665.2016.1271816
Colladon, A. F., Guardabascio, B., y Innarella, R. (2019). Using social network and semantic analysis to analyze online travel forums and forecast tourism demand. Decision Support Systems, 123, 113075. https://doi.org/10.1016/j.dss.2019.113075
Deloitte. (2018). El buen fin y la experiencia de los consumidores. Recuperado de https://www2.deloitte.com/content/dam/Deloitte/mx/Documents/consumer-business/2018/el-buen-fin-2018.pdf
Edgar, T. W. Y Manz, D. O. (2017). Research Methods for Cyber Security. Cambridge, MA: Elsevier, Syngress.
Efron, R. (1969). What is perception? In Cohen, S., y Wartofsky, M.W. (Eds). Proceedings of the Boston Colloquium for the Philosophy of Science 1966/1968 (pp. 137-173). Dordrecht: Springer.
Ergun, E., y Gavcar, E. (2012). A study of factors affecting the room price proposed by hotels to incoming travel agencies: Fethiye Sample. International Journal of Economics and Finance Studies, 4(1), 87-100.
Fajri, K., y Karini, R. S. R. A. (2020). Strategy of Packaging Pangandaran Tour as Leading Marine Tour Product of Travel Agents in Bandung. Tourism and Sustainable Development Review, 1(1), 41-48. https://doi.org/10.31098/tsdr.v1i1.10
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of marketing, 56(1), 6-21. https://doi.org/10.1177/002224299205600103
Fowler, D. C., Yuan, J. J., Meng, F., y Xu, Y. (2012). Tourism shopping behavior: planned, impulsive, or experiential? International Journal of Culture, Tourism and Hospitality Research, 6(3), 250-265. https://doi.org/10.1108/17506181211246401
Gavish, Y., y Shoham, A. (2018). Analyzing the Antecedents of Duty Free Consumption Behavior. Advances in Social Sciences Research Journal, 5(12), 1-10.
George, B. P., y Yaoyuneyong, G. (2010). Impulse buying and cognitive dissonance: a study conducted among the spring break student shoppers. Young Consumers, 11(4), 291-306. https://doi.org/10.1108/17473611011093925
Ghaderi, Z., Hatamifar, P., y Khalilzadeh, J. (2018). Analysis of tourist satisfaction in tourism supply chain management. Anatolia, 29(3), 433-444. https://doi.org/10.1080/13032917.2018.1439074
Hair, J. J., Howard, M. C., y Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109(March), 101-110. https://doi.org/10.1016/j.jbusres.2019.11.069
Hair Jr, J. F., Hult, G. T. M., Ringle, C., y Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (Second ed.). Los Angeles: SAGE.
Han, H., y Hyun, S. S. (2017). Key factors maximizing art museum visitors’ satisfaction, commitment, and post-purchase intentions. Asia Pacific Journal of Tourism Research, 22(8), 834-849. https://doi.org/10.1080/10941665.2017.1345771
Han, H., Quan, W., Gil-Cordero, E., Cabrera-Sánchez, J. P., y Yu, J. (2021). Performance of Retail Stores at Airports and Their Role in Boosting Traveler Satisfaction and Willingness to Repurchase. Sustainability, 13(2), 590-604. https://doi.org/10.3390/su13020590
Hassan, M. M., y Shahnewaz, M. (2014). Measuring tourist service satisfaction at destination: A case study of Cox’s Bazar sea beach, Bangladesh. American Journal of Tourism Management, 3(1), 32-43. https://doi.org/10.5923/j.tourism.20140301.04
Henseler, J., Dijkstra, T.K., Sarstedt, M., Ringle, C.M., Diamantopoulos, A., Straub, D.W., Ketchen, D.J. Jr, Hair, J.F., Hult, G.T.M., y Calantone, R.J. (2014). Common beliefs and reality about PLS: Comments on Rönkkö and Evermann (2013). Organizational research methods, 17(2), 182-209. https://doi.org/10.1177/1094428114526928
Henseler, J., Ringle, C., y Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135. https://doi.org/10.1007/s11747-014-0403-8
Henseler, J., Ringle, C. M., y Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In R. R. Sinkovics, y P. N. Gauri, New Challenges to International Marketing (Advances in International Marketing (Vol. 20, pp. 277-319). Emerald Group Publising Limited.
Hirschman, E. C. (1992). The consciousness of addiction: Toward a general theory of compulsive consumption. Journal of Consumer Research, 19(2), 155-179. https://doi.org/10.1086/209294
Hu, L. T., y Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118
Hwang, J., y Lee, J. (2019). Relationships among senior tourists’ perceptions of tour guides’ professional competencies, rapport, satisfaction with the guide service, tour satisfaction, and word of mouth. Journal of Travel Research, 58(8), 1331-1346. https://doi.org/10.1177/0047287518803199
Jafari, J. (2000). Encyclopedia of tourism. London: Routledge.
Jaiyeoba, O., Svotwa, T. D., y Makanyeza, C. (2020). Black Friday Shopping Behaviour among Generation Y Consumers in Botswana: An Application of the Stimulus-Organism-Response Theory. African Journal of Business y Economic Research, 15(4), 45-69. https://doi.org/10.31920/1750-4562/2020/v15n4a3
Kim, E. J., Tanford, S., y Choi, C. (2020). Family versus couples: How travel goal influences evaluations of bundled travel packages. Journal of Vacation Marketing, 26(1), 3-17. https://doi.org/10.1177/1356766719842325
Laesser, C., y Dolnicar, S. (2012). Impulse purchasing in tourism–learnings from a study in a matured market. Anatolia, 23(2), 268-286. https://doi.org/10.1080/13032917.2012.688409
Lee, J. S., Chun, S., y Choi, J. (2019). South Korean Consumers' Experiences and Underlying Shopping Mechanism of Black Friday. The Journal of Distribution Science, 17(11), 63-72. https://doi.org/10.15722/JDS.17.11.201911.63
Levy, M. (1976). Deferred gratification and social class. The Journal of Social Psychology & Marketing, 100 (1), 123-135.
Liao, C. S., y Chuang, H. K. (2020). Tourist preferences for package tour attributes in tourism destination design and development. Journal of Vacation Marketing, 26(2), 230-246. https://doi.org/10.1177/1356766719880250
Li, Y. (2015). Impact of impulsive buying behavior on postimpulsive buying satisfaction. Social Behavior and Personality: an international journal, 43(2), 339-351. https://doi.org/10.2224/sbp.2015.43.2.339
Li, Z. F., Deng, S., Moutinho, L. (2014). The Impact of Experience Activities on Tourist Impulse Buying: An Empirical Study in China. Asia Pacific Journal of Tourism Research, 20(2), 191–209. https://doi.org/10.1080/10941665.2013.877043
Li, C., Wang, Y., Lv, X., y Li, H. (2021). To buy or not to buy? The effect of time scarcity and travel experience on tourists' impulse buying. Annals of Tourism Research, 86, 103083. https://doi.org/10.1016/j.annals.2020.103083
Liu, Q., Ge, Y., Li, Z., Chen, E., y Xiong, H. (2011, December). Personalized travel package recommendation. En 2011 IEEE 11th International Conference on Data Mining (pp. 407-416). IEEE.
Liu, Y., Li, H., y Hu, F. (2013). Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision Support Systems, 55(3), 829-837. https://doi.org/10.1016/j.dss.2013.04.001
Luttmann, A., y Gaggero, A. A. (2020). Purchase discounts and travel premiums during holiday periods: Evidence from the airline industry. Munich Personal RePEc Archive. Working paper, 1-45.
Manzanilla López de Llergo, L.A. (2016). Gobernanza de la cadena de valor de turismo en México (Malinalco y Cozumel). XXI Congreso Internacional de Contaduría, Administración e Informática. Universidad Nacional Autónoma de México, 1-20. Recuperado de http://congreso.investiga.fca.unam.mx/docs/xxi/docs/16.02.pdf
Meng, F., y Xu, Y. (2012). Tourism shopping behavior: planned, impulsive, or experiential? International Journal of Culture, Tourism and Hospitality Research, 6(3), 250-265. https://doi.org/10.1108/17506181211246401
Mittal, S., Chawla, D., y Sondhi, N. (2016). Impulse buying tendencies among Indian consumers: Scale development and validation. Journal of Indian Business Research, 28(6), 477-482.
Mussol, S., Aurier, P., y de Lanauze, G. S. (2019). Developing in-store brand strategies and relational expression through sales promotions. Journal of Retailing and Consumer Services, 47, 241-250. https://doi.org/10.1016/j.jretconser.2018.11.020
Nagadeepa, C., Selvi, J. T., y Pushpa, A. (2015). Impact of sale promotıon technıques on consumers’ impulse buyıng behavıour towards apparels at Bangalore. Asian Journal of Management Sciences & Education, 4(1), 116-124.
Nagar, K. (2016). Drivers of E-store patronage intentions: Choice overload, internet shopping anxiety, and impulse purchase tendency. Journal of Internet Commerce, 15(2), 97-124. https://doi.org/10.1080/15332861.2016.1148971
Nawi, N. B. C., Al Mamun, A., Nasir, N. A. M., Abdullah, A., y Mustapha, W. N. W. (2019). Brand image and consumer satisfaction towards Islamic travel packages. Asia Pacific Journal of Innovation and Entrepreneurship, 13(2), pp. 188-202. https://doi.org/10.1108/APJIE-02-2019-0007
Noronha, A. K., y Rao, P. S. (2017). Effect of Website Quality on Customer Satisfaction and Purchase Intention in Online Travel Ticket Booking Websites. Journal of Management, 7(5), 168–173.
Olejniczak, T. (2017). Post-purchase dissonance–A difficult area of research in Poland. Polish Journal of Natural Sciences, 32(2), 335-342.
Oliver, R.L. (1997). Satisfaction: A behavioral perspective on the consumer. New York, NY: McGraw-Hill.
Ozen, H., y Engizek, N. (2014). Shopping online without thinking: being emotional or rational? Asia pacific journal of marketing and logistics, 8(1), 41-62.
Parsad, C., Prashar, S., y Tata, V. S. (2017). Understanding nature of store ambiance and individual impulse buying tendency on impulsive purchasing behaviour: an emerging market perspective. Decision, 44(4), 297-311. https://doi.org/10.1007/s40622-017-0168-2
Parsad, C., Prashar, S., y Vijay, T. S. (2019). Comparing between product-specific and general impulse buying tendency: does shoppers’ personality influence their impulse buying tendency? Asian Academy of Management Journal, 24(2), 41-61. https://doi.org/10.21315/aamj2019.24.2.3
Pérez, R. I. (2018). Perfil y grado de satisfacción del visitante del destino turístico de Los Cabos, Baja California Sur (BCS), México. El Periplo Sustentable: revista de turismo, desarrollo y competitividad, 34, 185-213.
Reporte Lobby (2020). Sector turismo pone sus esperanzas de venta en el Buen Fin 2020. Recuperado de https://www.reportelobby.com/2020/11/sectur-turismo-esperanza-buen-fin.html
Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14 (2), 189–199. https://doi.org/10.1086/209105
Rook, D. W., y Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of consumer research, 22(3), 305-313. https://doi.org/10.1086/209452
Saleh, K. (2020). The State of Impulse Buying Persona – Statistics and Trends. Invesp. Recuperado de https://cutt.ly/8xSZOfZ
Seidel, G. y Back, A. (2009, junio). Success Factor Validation for Global ERP Programmes. En S. Newell, E. Whitley, N. Pouloudi, J. Wareham y L. Mathiassen. Simposio de la 17th European Conference on Information Systems (ECIS). Verona, Italia.
Sharma, P., Sivakumaran, B., y Marshall, R. (2014). Exploring impulse buying in services: toward an integrative framework. Journal of the Academy of Marketing Science, 42(2), 154-170. https://doi.org/10.1007/s11747-013-0346-5
Silvera, D. H., Lavack, A. M., y Kropp, F. (2008). Impulse buying: the role of affect, social influence, and subjective wellbeing. Journal of Consumer Marketing, 25(1), 23-33. https://doi.org/10.1108/07363760810845381
Song, H. G., Chung, N., y Koo, C. (2015). Impulsive Buying Behavior of Restaurant Products in Social Commerce: A Role of Serendipity and Scarcity Message. En PACIS Proceedings from PACIS 2015: The 19th Pacific Asia Conference on Information Systems (p. 113). Singapore, 6-9 July.
Swilley, E., y Goldsmith, R. E. (2013). Black Friday and Cyber Monday: Understanding consumer intentions on two major shopping days. Journal of retailing and consumer services, 20(1), 43-50. https://doi.org/10.1016/j.jretconser.2012.10.003
Tran, V. D. (2020). Assessing the relationship between perceived crowding, excitement, stress, satisfaction, and impulse purchase at the retails in Vietnam. Cogent Business & Management, 7(1), 1858525. https://doi.org/10.1080/23311975.2020.1858525
Thomas, J. B., y Peters, C. (2011). An exploratory investigation of Black Friday consumption rituals. International Journal of Retail & Distribution Management, 39(7), 522-537. https://doi.org/10.1108/09590551111144905
Tzeng, S. Y., Ertz, M., Jo, M. S., y Sarigöllü, E. (2021). Factors affecting customer satisfaction on online shopping holiday. Marketing Intelligence & Planning, en impresión. https://doi.org/10.1108/MIP-08-2020-0346
Ünal, A., y Celen, O. (2020). Expectations of Domestic Tourists before Destination Selection and Their Post-Purchase Evaluations: Igneada Case. Studies, 2(2), 112-128. https://doi.org/10.26677/TR1010.2020.606
Vázquez, L. D. M., Alcudia, M. C. M., Aguirre, D. P. S., & Cornejo, M. M. M. (2016). The effect of “El Buen Fin” in Mexican hotel occupancy. International Journal of Management and Marketing Research, 9(2), 71-79.
Widagdo, B., y Roz, K. (2021). Hedonic Shopping Motivation and Impulse Buying: The Effect of Website Quality on Customer Satisfaction. The Journal of Asian Finance, Economics, and Business, 8(1), 395-405.
Yamamoto, D., y Gill, A. M. (1999). Emerging trends in Japanese package tourism. Journal of Travel Research, 38(2), 134-143. https://doi.org/10.1177/004728759903800206
Yılmaz, Y., y Bititci, U. S. (2006). Performance measurement in tourism: a value chain model. International journal of contemporary hospitality management, 18(4), 341-349. https://doi.org/10.1108/09596110610665348
Yoon, V. Y., Guo, Z., Guimaraes, T., y Forgionne, G. (2011). Assessing the impact of recommender agents on on-line consumer unplanned purchase behavior. Information & Management, 48(8), 336-343. https://doi.org/10.1016/j.im.2011.08.002
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Copyright (c) 2021 Nova Scientia