The influence of tourists' expectations on purchase intention: Linking marketing strategy for low-cost airlines

•The study examines the influence of tourists' expectations on purchase intention.•This paper linking marketing strategy for low-cost airlines.•This paper uses empirical material from 535 tourists.•Moderated–mediation analysis was conducted.•This paper tests hypotheses using structural equation modeling (SEM) methods.

Drawing on an integrated framework of marketing strategy, this study develops and tests a novel perspective for low-cost airline tourists that explicates the critical attributes of service quality through which Corporate Reputation (CR) and Word of Mouth (WOM) are associated with purchase intention. The study also examines the buffering role of empathy in tourists' purchase decision making processes. In a sample of 535 international and domestic tourists, this study found service quality to be related to increased purchase intention by boosting tourists' positive evaluations for airlines' corporate reputations and word of mouth received from other tourists. Additionally, the results demonstrated a positive correlation quality of service and WOM, depending on tourists' levels of empathy. Specifically, they suggested that WOM was positively related to purchase intention when high levels of empathy from tourists were perceived for the low-cost airline.