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　　Recognizing the importance of the interrelationship between tourism and shopping, destinations are now increasingly interested in developing a variety of shopping opportunities for tourist customers to increase their attractiveness. For example, in recent years, many Asian countries such as Hong Kong, Singapore, Malaysia, Thailand, and Philippine have been holding many shopping festivals as tourism strategies to attract foreign tourists from different countries in the world. Not surprisingly when many destinations in this region have invested a lot of money and efforts in developing their tourist shopping malls, precincts, shopping services, and shopping advertisement campaigns, etc. with variety of motivations such as tax-free shopping programs, discount shopping seasons, discount shopping malls, etc. to attract and encourage tourists to come and shop.
　　However, despite its popular and important roles as a major tourist activity, destination attraction feature, and motive for travel, the subject of an individual’s tourist shopping involvement in the relation with his or her travel behavior has not been researched in previous studies, especially in Taiwan and Vietnam. This study, therefore, is designed to address this gap. The purpose of the study is to examine and understand the nature of the relationship between a Vietnamese/Taiwanese individual’s tourist shopping involvement and his or her travel behavior with travel motivations, information searches, destination perceptions, and travel intentions. In addition, a conceptual model will also be developed to explain this relationship.

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