Abstract
Relationship between Tourist Motivations and Purchase Intentions: A Mixed Method Research on Germany
In the highly competitive tourism sector, businesses selling similar products and services with similar content to the same markets must understand what factors influence consumers' buying intentions. One of the most important factors affecting consumers' purchase intentions is their motivation. Therefore, tourism supply stakeholders need to understand what motivates consumers to attract them during the purchasing process. This study aims to reveal the relationship between the motivations of individuals living in Germany to participate in tourism and their purchasing purposes. The study is based on survey results from individuals living in Berlin. Quantitative data was collected and evaluated using a package program, and hypotheses created for the research were tested with regression, ANOVA, and T-test. Qualitative data was evaluated using content analysis. The quantitative results showed a significant relationship between motivation to participate in tourism and purchasing intention. The qualitative findings identified factors that increase and decrease motivation to participate in tourism in Germany. Factors that increased motivation were grouped under nine different themes in two dimensions, with the desire to see new places identified as the most important factor. Factors that decreased motivation were grouped under five different themes in two dimensions, with the coronavirus identified as the most important factor.
Keywords
Motivation, Purchase Intention, Tourism
