Exploring the Drivers of Tourist Purchasing Decisions at Pop-Up Fashion Retail Outlets in Saudi Arabia

Abstract This study aims to identify the key factors influencing tourists’ shopping behavior in fashion pop-up stores in Saudi Arabia, which have emerged as a modern retail phenomenon playing an increasingly significant role in diversifying economic and tourism activities. A quantitative research approach was employed, utilizing a structured questionnaire to collect data from 304 participants in Riyadh and Jeddah during the peak tourism seasons. The data were analyzed using descriptive statistics and multiple regression analysis to test the proposed hypotheses. The findings revealed that the store environment was the most influential factor shaping tourists’ purchasing decisions, followed by ephemerality, which created a sense of urgency among consumers, and product novelty and uniqueness, which strongly motivated purchases of exclusive designs. Shopping enjoyment, although less influential, was found to enhance the overall consumer experience. The study concluded that pop-up stores should focus on improving store atmospherics, emphasizing product scarcity, and offering innovative and unique designs. Practical recommendations include integrating aesthetic and entertainment elements into pop-up stores—such as colors, music, and promotional events—to create a more enjoyable shopping experience and enhance store attractiveness. The study also suggests future research directions, such as comparing consumer behavior between permanent and temporary stores, examining the role of cultural and social factors, and exploring the impact of digital marketing on consumer engagement with pop-up retail.