LAUSR

Abstract Although impulsive buying remains one of the most important topics in understanding customers' behavior, limited studies have provided theoretical and empirical developments in the tourism and hospitality area. This study addresses this gap and provides an updated systematic review of impulsive buying research until 2018 in leading hospitality and tourism academic journals. Previous studies have provided an understanding of the possible antecedents (e.g., marketing factors, environmental factors, social factors, and individual characteristics) and consequences (e.g., perceived value, brand attachment, word of mouth, revisit intention, and willingness to pay more) of an impulsive purchase. However, they did not expound on the underlying mechanism of impulsive buying behavior. This review provides future directions for research in terms of topics, contexts, and research methodologies.