Analytical Model of the Relationship Between Guerrilla Marketing and Tourists' Purchasing Patterns in Sarab City, Consumption Patterns, and Product Quality

Lalisarabi, Amir; Shokri, Saber; Nasiri, Amir Abas

doi:10.22072/tmsse.2025.2072287.1064

Analytical Model of the Relationship Between Guerrilla Marketing and Tourists' Purchasing Patterns in Sarab City, Consumption Patterns, and Product Quality

Articles in Press

Document Type : Original Article- original research

Authors

amir lalisarabi ¹

Saber Shokri ²

amir abas nasiri ¹

¹ Assistant Professor, Department of Public Management, Payame Noor University, Tehran, Iran

² Management faculty, payam e Noor university

10.22072/tmsse.2025.2072287.1064

Abstract

The present study aimed to provide an analytical model explaining the relationship between guerrilla marketing, tourists’ purchasing patterns, consumption patterns, and product quality. The statistical population consisted of all tourists who had purchased souvenirs from Sarab County at least once. Based on Krejcie and Morgan’s table, a sample of 384 respondents was selected through convenience sampling. This research is applied in purpose and descriptive–correlational in method. Data were collected using standardized questionnaires, and the hypotheses were tested through structural equation modeling (SEM) using AMOS Graphics software. The findings indicated that guerrilla marketing had a significant direct effect on tourists’ purchasing patterns (β = 0.16). Moreover, it indirectly influenced purchasing behavior through the mediating variables of product quality (β = 0.378) and consumption pattern (β = 0.076). Altogether, the studied variables explained about 40% of the variance in the purchasing pattern. The results suggest that applying guerrilla marketing strategies, particularly in small and medium-sized souvenir businesses, can achieve high effectiveness at low cost by enhancing perceived product quality, shaping consumption patterns, and promoting tourists’ purchasing intentions.

Keywords

Guerrilla marketing

buying pattern

product quality

and consumption pattern

Subjects