Understanding Obese Tourists’ Travel Intentions: Integrating Social Identity and Complexity Theories

Obese tourists represent a growing yet underexamined market segment whose decision-making processes remain insufficiently understood within tourism development research. This study investigates the psychological and experiential factors shaping obese tourists’ travel intentions by integrating social identity and complexity theories. Data were collected from 400 obese tourists in Greece and analysed using fuzzy-set Qualitative Comparative Analysis (fsQCA), complemented by Necessary Condition Analysis (NCA). Findings reveal three distinct consumer pathways leading to high travel intentions: (a) “splurgers” driven by entitlement, hedonic value and price considerations, (b) “showoffs” motivated by social status, quality and symbolic consumption, and (c) “refined” tourists prioritising authenticity, quality and psychological entitlement. These configurations demonstrate the non-linear nature of travel decision-making among obese tourists. The study advances theoretical understanding of obesity-related tourism behaviour and offers actionable insights for destination developers and tourism planners seeking to design inclusive tourism development strategies aligned with the diverse motivations of this underserved segment.