The impact of haptic blocking on tourists’ variety-seeking consumption behavior

Sensory interaction is a vital component of the tourist experience. However, tourists often encounter “no-touch” policies at attractions, particularly those rich in historical, natural, or cultural significance. This restriction can lead to haptic blocking, which refers to the isolation of physical interaction with objects, resulting in unfulfilled tactile desires. This study investigates whether such restrictions prompt compensatory behaviors, particularly an increased inclination toward variety-seeking in consumption. Four experiments were conducted to examine the influence of haptic blocking on both direct and indirect sensory compensation. The findings reveal that haptic blocking enhances the sense of freedom constraint, prompting tourists to seek variety in consumption as a way to mentally compensate. The purpose of purchase and the need for touch (NFT) were identified as moderating factors. These results emphasize the importance of sensory experiences in tourism management and hold significant implications for tourism marketers, retailers, and destination managers.