Does the scarcity marketing of tourism cultural and creative products trigger impulsive consumption?

Based on the consumption impulse formation enactment (CIFE) model, this paper explores the role mechanism of tourism cultural and creative product scarcity on tourists’ impulsive consumption intention through experiments. The findings reveal that supply scarcity (vs. demand scarcity) is more likely to stimulate tourists’ impulsive consumption intention of tourism cultural and creative products. Moreover, perceived uniqueness and perceived value mediate that process. Furthermore, creative performance is an effective moderator, with tourists responding more enthusiastically to supply scarcity when creative performance is high and, conversely, responding more sensitively to demand scarcity. Our study highlights product scarcity on the controversy over the scarcity effect and contributes to creative marketing in tourism cultural and creative products.