Mixing Business With Leisure? A Framework of Bleisure Participation Featuring Constraints, Facilitators, and Shopping Motivation

The bleisure market is generally widely accepted within the business events landscape, though research to date has mostly characterized traveler experiences and the supply chain in facilitating desired needs and outcomes. Very little is known as to the constraints, facilitators, and motivations of bleisure tourists, which this study attempts to address. Drawing on a survey with 290 international attendees of a convention in Munich, Germany, the findings reveal that specific leisure activities such as shopping are more influential on bleisure intention than constraints such as perceived risks (e.g., health). A theoretical framework is conceptualized and proposed to inform future work in this sphere of bleisure, as well as practical applications of bleisure itineraries and experiences among destinations seeking to capture this high-yield market share.