Research and anecdotal evidence suggests that shopping is an important experience for tourists. In this context, the experience activities themselves may become part of the tourist's experience influencing impulse buying behaviors. Based on a sample of 323 Chinese domestic tourists, this research investigates how experience activities influence tourist impulse buying. The results indicate that customer participation can lead to a greater pleasure experience that produces the strongest impact on impulse buying. Meanwhile, to a lesser extent, customer learning and customer entertainment can also lead to a greater domination response, which can exert a greater influence on impulse buying. The findings are useful in designing tourism experience activities.
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