Designing a tourist shopping behavior model and the role of ethnicity in it Using a mixed method

The development of shopping tourism in Gilan requires the identification of the demands and a more comprehensive understanding of the shopping behavior of tourists with different ethnicities. The purpose of this research is to design a model to explain the buying behavior of Isfahan tourists. In this article, a mixed method is used. In addition, to ensure the comprehensiveness of the collected information, several interviews were also conducted with Isfahani tourists. In the quantitative stage, based on the extracted components, a questionnaire was prepared and given to 270 tourists from Isfahan.Ethical Considerations: In this article, the originality of the texts, honesty and trustworthiness are respected. 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 classification of concepts. Based on the model, shopping behavior as a central category; utilitarian value of purchase and product/market mix as causal conditions; sales factors as background conditions. The data was confirmed using structural equation modeling and SmartPLS software, and the existing relationships between the variables of the model were confirmed once again.