Differences between the formation of tourism purchase intention and the formation of actual behavior: A meta-analytic review

Tourists' purchase intention does not always lead to purchase behavior since there are significant differences in their influencing factors and mechanisms of formation. However, little research has examined and revealed these differences empirically. Through co-occurrence analysis of 345 tourists’ consumption-related studies and a further quantitative meta-analysis of 198 quantitative studies, this research shows that the formation of purchase intention is a more rational process, which is influenced by external factors related to information and quality through trust and avoiding cognitive dissonance (internal factors). Whereas the formation of purchase behavior is highly associated with service and environmental factors and usually a result of emotional response and satisfaction (internal factors). Moreover, meta-analysis reveals safety is the most important factor influencing purchase intention, followed by price, and service environment is most influential for purchase behavior, followed by product packaging.