Shopping as a tourist activity has only recently been subjected to academic
analysis and discussion. To date much of the published literature is focused on
shopping as an activity. The present paper reports on a survey of 1,630 tourists
to a popular Australian tourist destination. The present study extended previous
research by studying shopping as a factor in destination choice with a sample of
both shoppers and non-shoppers, and with the aim of understanding the role of
shopping in the total destination experience. Four types of shopper were
identified based on a combination of the importance of shopping in destination
choice and actual participation in shopping activities. These four groups were
then compared and profiled on a series of socio-demographic, travel behaviour,
destination choice, activity participation and attraction visitation variables.
The paper then examines the links between these findings and previous research
results before discussing the implications of the results for both management
and marketing of the destination and for developing a model to explain
tourists’ shopping behaviour.
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