An Empirical Investigation into the Correlation between Tourist Motivations and Purchase Intentions: A Mixed-Methods Approach in the Russian Context

This research investigates the correlation between tourism motivation and purchase intention among Russian consumers. The study aims to contribute to the existing body of knowledge by examining the interrelationship between these variables within the context of the Russian tourism market. In study, a survey was conducted, and open-ended responses were collected from individuals living in Moscow. The collected data was analyzed using normality, validity, and reliability analyses, and the quantitative data was processed using software packages. Regression, ANOVA, and t-test methods were utilized to test the hypotheses. The qualitative data was analyzed using content analysis. The results of the quantitative analysis demonstrated a significant correlation between tourism participation motivation and purchase intention in Russia. The qualitative findings aimed to identify factors that increase or decrease tourism motivation. The factors that increased motivation were organized into nine distinct themes, which included individuals' desire to explore new destinations. The factors that decreased motivation were grouped into five themes across two dimensions. The desire to explore new destinations was the most frequently mentioned factor for increasing motivation, while the coronavirus was cited among the factors that decrease motivation.