The relationship of tourists motivations with the purchase intention according to their nationality; A research on Russia, Germany and Bulgaria

Nowadays, there is an intense competition between businesses operating in the tourism sector and aiming to sell goods and services with similar contents to the same markets. In this competitive environment, it is an important requirement that businesses that want to get a share from the market and aim to increase their share in the market are in an effort to fully learn the factors that affect consumers' purchasing intentions. It is clear that one of the most important component affecting the purchasing intentions of consumers is their motivation factor. This situation shows that tourism supply stakeholders need to understand what the motivation factors are in order to attract the consumer in the purchasing process. The main objective of this research is to reveal the relationship between the motivation to participate in tourism and the purchase intention of individuals living in Germany, Russia and Bulgaria. The research is based on the results of the survey and the open-ended questions applied to individuals living in Moscow, Berlin and Sofia in 2020. Quantitative data collected within the scope of the research were evaluated using the package program, and after the normality, validity and reliability analyzes were applied, the hypotheses formed for the research were tested by regression, ANOVA and T-test. Qualitative data collected within the scope of the research were evaluated by content analysis. According to the quantitative results obtained from the research, in the regression analysis between the two concepts, it was determined that there is a high relationship between motivation to participate in tourism and purchase intention in Russia and Germany. In Bulgaria, however, low correlation was found between these two concepts. Among the qualitative findings that tried to determine the factors that increase and decrease the motivation to participate in tourism in Germany, Russia and Bulgaria, the factors that increase motivation were grouped under nine different themes under two dimensions. Factors that reduce motivation are grouped under five different themes under two dimensions. Among the factors that increase motivation, the factor of individuals' desire to see new places, and among the factors that decrease it, the coronavirus factor has been determined as the most important factors with the highest frequency.