This study explores the social influence of visiting friends and relatives (VFR) travelers on the shoppingand leisure behaviors of their hosts during visits. By focusing on how visitors can influenceconsumption practices within the households they stay with, the research shifts the traditional view oftourism to consider visitors not only as consumers but also as potential agents of behavioral change.Semistructured interviews were conducted with VFR travelers residing in different French cities.The analysis revealed that VFR travelers do indeed influence their hosts’ consumption habits, particularlyin relation to local shopping and leisure activities. Two distinct visitor profiles emerged: the“Aligned,” who share consumption preferences with their hosts and reinforce existing behaviors,and the “Explorer,” who introduce new ideas and practices, encouraging hosts to try out unfamiliarplaces and experiences. Practical implications are significant for local retailers and leisure providers.VFR travelers represent a dual market— both as direct consumers and as influencers of hostbehavior—opening new avenues for customer acquisition and retention. The research contributes totourism studies by highlighting the overlooked role of VFR travelers in shaping everyday consumptionpatterns. This angle remains underexplored, particularly in European contexts, making the studya valuable contribution to tourism literature.
Scarano et al. (Thu,) studied this question.