The role of ethnicity in the buying behavior of Isfahani tourists

The effective management of tourist destinations such as Isfahan, which hosts millions of tourists every year and enjoys the existence of huge sales complexes and local markets, requires the identification of needs, desires and a more comprehensive understanding of the shopping behavior of tourists with different ethnicities. Therefore, the purpose of this research is to design a model in order to explain the shopping behavior of Isfahan tourists using the qualitative research method and systematic foundational data theory. According to the practical objectives of the research, the statistical community includes managers and officials of the General Department of Cultural Heritage, Handicrafts and Tourism of Isfahan province, academic experts who have at least 5 years of useful work experience and continuous activity in this sector. In addition, to ensure the comprehensiveness of the collected information, several interviews were also conducted with Isfahani tourists. The selection of samples was done using the purposeful sampling method and the semi-structured interviews with seven general questions were continued until theoretical saturation was achieved in the fourteenth interview. Data analysis in three stages of open, central and selective coding resulted in the extraction of 59 concepts, 16 sub-categories and finally 8 main categories from the integration and classification of concepts. Based on the proposed model, tourist shopping behavior as a central category; The tourist's utilitarian value from buying and mixing the product/market as a causal condition;