IRANIAN TOURISTS' SHOPPING EXPERIENCES IN VAN:A QUALITATIVE STUDY

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Thesis Type: Postgraduate

Institution Of The Thesis: Van Yüzüncü Yil University, Sosyal Bilimler Enstitüsü, Turizm Ve Otelcilik İşletmeciliği (Yl) (Tezsiz) (İö), Turkey

Approval Date: 2026

Thesis Language: English

Student: MARZIYEH ROUDMOSHKI

Supervisor: Mehmet Şeremet

Open Archive Collection: AVESIS Open Access Collection

Abstract:

The current research investigates the purchasing experiences of Iranian tourists in Van using a qualitative approach, framed within the Theory of Planned Behavior (TPB) and the Stimulus–Organism–Response (S–O–R) theoretical framework. The findings reveal that tourists predominantly purchase clothing items, especially shoes and casual wear, with product quality, service standards, and perceived value as primary motivators. Social influences from friends and family, along with pre-trip intentions, shape purchasing behavior, while in-destination experiences often modify plans, leading to unplanned or emotionally driven purchases. Positive emotional responses, including satisfaction and excitement, reinforce purchase decisions, whereas price concerns and product authenticity act as moderating factors. Environmental stimuli, such as store ambiance, visual merchandising, and proximity, influence tourists' internal states, further affecting behavior. The integration of TPB and S–O–R frameworks demonstrates the interplay between attitudes, social norms, perceived control, and emotional engagement. Overall, Iranian tourists' shopping behavior in Van is guided through a combination of rational assessments, social factors, emotional responses, and experiential factors, highlighting the importance of quality, convenience, and authenticity in destination-based shopping experiences. Keywords: cross-border shopping tourism, Iranian tourists, Van city, hedonic value, service quality, customer satisfaction, destination loyalty.