'Home is where the heart is: An investigation into sojourners' consumption behaviour during abroad stay.'

In today’s interconnected world, consumers are increasingly embarking on short-term international journeys. These people are known as the ‘sojourners’. The aim of this PhD study is to develop a better understanding on this growing and under-researched cohort of international travellers. Through quantitative approach, this research explores the underlying reasons and motivations that influence sojourners’ consumption behaviour during their transient stay abroad. More specifically, sojourner’s relationships with home and host country are investigated on how they impact the eventual purchasing intention. As a consequence, this study contributes to the marketing knowledge by developing segmentation strategy that is also useful to marketing practitioners.