Abstract
People show different purchasing behavior during travel than in their daily lives. During vacation, due to time limitations tourists tend to purchase local products impulsively. The current study aimed to incorporate impulsiveness in the Theory of Reasoned Action in a tourism context. The conceptual model assumes the direct influence of impulsiveness on the intention to eat local food and the food related behavior. We have also tested the moderating impact of impulsiveness on the relationship between affective attitude and intention. We have collected 380 questionnaires among visitors in South Carolina, USA and analyzed the results with Structural Equation Modelling (SEM). While the impact of impulsiveness on intention and behavior was not significant, the indirect influence of impulsiveness on the relationship between positive attitude and intention was. Current study showed the importance of positive attitude on the local food consumption among tourists. Study also revealed that impulsive people tend to act on positive thoughts and emotions. The promotional efforts to sell local food in the region should aim to strengthen positive emotions and encourage impulse purchase among tourists.
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