Description
Shopping is a popular tourist activity. While a person might not travel for the purpose of
shopping, many tourists shop while traveling. This study aims to examine travel motivation as a predictor
of the importance assigned to desired shopping center attributes for three different shopping centers,
and their effect on satisfaction, and re-patronage intention.
International Journal of Culture, Tourism and Hospitality Research
Travel motivation as a determinant of shopping venue
Tammy R. Kinley J udith A. Forney Youn-Kyung Kim
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To cite this document:
Tammy R. Kinley J udith A. Forney Youn-Kyung Kim, (2012),"Travel motivation as a determinant of shopping venue", International J ournal of
Culture, Tourism and Hospitality Research, Vol. 6 Iss 3 pp. 266 - 278
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Songshan (Sam) Huang, Cathy H.C. Hsu, (2009),"Travel motivation: linking theory to practice", International J ournal of Culture, Tourism and
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Fang Meng, Yingjiao Xu, (2012),"Tourism shopping behavior: planned, impulsive, or experiential?", International J ournal of Culture, Tourism
and Hospitality Research, Vol. 6 Iss 3 pp. 250-265http://dx.doi.org/10.1108/17506181211246401
J oaquín Alegre, Magdalena Cladera, (2012),"Tourist characteristics that influence shopping participation and expenditures", International
J ournal of Culture, Tourism and Hospitality Research, Vol. 6 Iss 3 pp. 223-237http://dx.doi.org/10.1108/17506181211246375
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Travel motivation as a determinant of
shopping venue
Tammy R. Kinley, Judith A. Forney and Youn-Kyung Kim
Abstract
Purpose – Shopping is a popular tourist activity. While a person might not travel for the purpose of
shopping, many tourists shop while traveling. This study aims to examine travel motivation as a predictor
of the importance assigned to desired shopping center attributes for three different shopping centers,
and their effect on satisfaction, and re-patronage intention.
Design/methodology/approach – Data were collected via mall-intercept surveys from 624 tourist
shoppers at seven shopping centers. A tourist was de?ned as a person who traveled a distance of at
least 50 miles from their home.
Findings – Desired shopping center attributes are in?uenced by travel motivation. For the
superregional center, a linear relationship was computed for the exploration travel motive, mall
environment, overall satisfaction and re-patronage intention. Interestingly, overall satisfaction with the
shopping center was not a signi?cant predictor of re-patronage intention in the theme/festival or super
off-price centers.
Originality/value – Given the importance of shopping in the travel agenda, identi?cation and
consideration of different travel motivations can facilitate development of the shopping center
environment for maximumcustomer satisfaction. All of the motivations may co-exist in the same family or
tourist unit (e.g. convention attendees). These ?ndings can be particularly useful in designing amenities
and targeting promotional campaigns to different audiences.
Keywords Travel motivation, Tourist shopper, Mall attributes, Travel, Tourism, Motivation (psychology),
Shopping, Shopping centres
Paper type Research paper
Introduction
Shopping, possibly the most universal of tourist activities, is the number-one activity of both
US domestic and international tourists (Goeldner et al., 2000; LeHew and Wesley, 2007;
Travel Industry Association of America, 2009; Timothy, 2005) and a primary purpose of
tourist travel (Timothy, 2005; Turner and Reisinger, 2001). Shopping is the highest travel
expenditure following accommodations (Turner and Reisinger, 2001) and accounts for 30
percent of total travel activity (Bussey, 1987; Littrell et al., 1994; Travel Industry Association of
America, 2009). Thus, shopping is an important travel generator and a signi?cant revenue
source for cities (Blank, 1996; Law, 1996).
Shopping facilities shape a destination image (Yuksel, 2004), and tourists often seek
shopping experiences associated with certain shopping center images. Most recently,
shopping centers are maximizing differentiation through branding and tenant mix strategies
(International Council of Shopping Centers, 2009). Superregional malls (e.g. the Galleria in
Dallas), theme/festival centers (e.g. Kemah in Houston), and super off-price centers
(e.g. Sawgrass Mills in Sunrise, Florida) speci?cally target tourists in their marketing
programs. Often, shopping centers are the tourist destination (Butler, 1991). For example,
tourists represent 40 percent of the Mall of America’s estimated 40 million annual visitors.
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VOL. 6 NO. 3 2012, pp. 266-278, Q Emerald Group Publishing Limited, ISSN 1750-6182 DOI 10.1108/17506181211246429
Tammy R. Kinley is
Associate Professor and
Chair and Judith A. Forney
is Professor and Dean, both
at the School of
Merchandising and
Hospitality Management,
University of North Texas,
Denton, Texas, USA.
Youn-Kyung Kim is
Professor in the Department
of Retail, Hospitality and
Tourism Management,
University of Tennessee,
Knoxville, Tennessee, USA.
Received April 2010
Revised August 2010
Accepted September 2010
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This suggests that tourists are contributing to its unusually high 99 percent retail occupancy
rate (‘‘A Decade,’’ 2002; www.mallofamerica.com, 2009).
Until recently few studies have examined recreational shopping as a tourist attraction.
However, identifying visitor characteristics is an essential tourist marketing strategy (Buckley
and Papadopoulos, 1986) and understanding the importance tourists assign to shopping
center features can help direct marketing resources (Moscardo, 2004). Using a consistent
message across relevant promotional channels builds potential traf?c and aids tourists in
planning vacation activities. This message needs to highlight the shopping center attributes
that attract tourists as well as generate return visits. While tourists travel for many reasons,
their motivation to travel may in?uence decisions regarding which type of shopping center to
visit. Strong evidence exists for shopping as an important tourist activity (Timothy, 2005;
Yuksel, 2004). However, research is limited regarding how tourists make decisions about
where to shop, what in?uences those preferences, and how the shopping experience
in?uences overall satisfaction, and intentions to revisit and recommend to others. Therefore,
this study examined travel motivation as a predictor of the importance assigned to attributes
of three types of shopping centers (superregional, theme/festival, Super Off-Price) and the
effects of travel motivation and shopping center attributes on overall satisfaction and
re-patronage intention.
Review of literature
The tourist shopper
Recreational shopping is an important research area in the social sciences (Timothy, 2005),
and is often identi?ed as a primary or signi?cant travel motivation (Butler, 1991; Timothy,
2005). Shopping while traveling is associated with emotional motives such as having fun
(Crick-Furman and Prentice, 2000), enjoyment, and relaxation (Bussey, 1987). Enjoyment,
novelty, and social interaction are heightened when shopping as a tourist because the stress
of daily living is removed from the paradigm of product acquisition (Christiansen and
Snepenger, 2002). Tourists wandering through shopping centers have time and the
inclination to buy things they are too busy to shop for at home.
Highly involved tourist shoppers have more of an interest in the act of shopping than in many
other activities (Josiam et al., 2005) and their shopping experiences are more hedonic,
novel, and satisfactory when compared to local shoppers (Christiansen and Snepenger,
2002). For many tourists, vacation travel becomes a time where they do not feel as serious,
responsible, or thrifty as they might at home (Crompton, 1979). In summarizing tourist
shopper literature, Timothy (2005) identi?ed seven broad reasons for shopping on vacation:
desire for keepsakes and memories, quest for authenticity, novelty-seeking, functional
needs, boredom/excess time, buying gifts for people at home, and altruism.
Several studies classify tourist shoppers based on motivations. Moscardo (2004) notes that
while tourist shoppers in Australia generally do not rank shopping as an important criterion
for selecting a destination, most of themindicated they shopped while there. Moreover these
tourist shoppers were categorized by four shopping behaviors: serious, non-shoppers, arts
and crafts, and not-so-serious. Similarly, Littrell et al. (1994) categorized tourists by four
desired travel activities and souvenir buying styles: ethnic, arts, and people; history and
parks; urban entertainment; and active outdoor. Geuens et al. (2004) categorized three
different types of airport shoppers: mood shoppers, shopping lovers, and apathetic
shoppers. Though Buckley and Papadopoulos (1986) were referring to tourism in Greece,
their position that ‘‘a clear market segment must be identi?ed and an investigation made of
the buying factors, which predominate in that segment’’ (p. 86) is relevant with regard to this
study as well.
Travel motivation
Motivation is the reason for a behavior (Solomon, 2009). A person might travel to enjoy
entertainment, sightsee, visit with friends and family, enjoy leisure time, participate in
professional or business activities, attend festivals, take a study tour, participate in ?tness or
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educational activities, experience other cultures, or conduct scienti?c research (Blank,
1996; Crick-Furman and Prentice, 2000; Goeldner et al., 2000; Law, 1996; Swanson and
Horridge, 2006; Walker, 2009). Travel motives determine the reasons why tourists select a
travel destination or activity. McGuire’s (1976) psychological motives describe a
classi?cation system of internal and external motives that are likely used in consumption
situations. Internal travel motivations include the need for autonomy and tension reduction,
while external motivations include the need for stimulation, utilitarian bene?t, expression,
and af?liation. Identifying travel motivation helps segment tourists by the activities they
pursue and the general bene?ts they seek (Becken and Gnoth, 2004; McIntosh and
Goeldner, 1990) and enables marketers and managers to better target their efforts (Becken
and Gnoth, 2004).
Research uses travel psychographics to describe motivations, intent, interest, activities, and
opinions regarding tourists’ desired travel destinations (Schul and Crompton, 1983;
Waryszak and Kim, 1994). For example, Schul and Crompton (1983) identify six
psychographic variables in?uencing travel motivations: cultural interest, comfort,
familiarity/convenience, activity, opinion leadership, and knowledge seeking. Gnoth
(1997) relates travel to the push and pull theory, whereby push factors act as motivators
by encouraging travel (i.e. escape from routine or seeking new experiences) while pull
factors are the attraction of the destination (i.e. sunshine or relaxed environment). The push
factors or motivations underlying the need for travel are logical antecedents to the pull
factors of the destination (Fluker and Turner, 2000). Similarly for interest in traveling to the
Northern Territory in Australia, Mohsin (2005) identi?es 12 travel motivation factors: active,
discovering nature, quest of experience, ethnocentrism, language barrier, relaxation,
physical activity, leisure, novelty, luxury, relationships, and Australophilia. Huang and Hsu
(2009) offer four travel motivations for Mainland Chinese visitors to Hong Kong: novelty,
knowledge, relaxation, and shopping. Swanson and Horridge (2006) studied tourists to the
American southwest who engaged in souvenir shopping, noting four travel motivations:
?tness and education, nature and escape, seeing the country, and leisure and romance.
Retail environment and shopping center attributes
Shopping centers, such as Mall of America and West Edmonton Mall, are tourist attractions.
Tourism literature features shopping for most if not all major cities. Giant shopping malls
opening in Asia, particularly in Dubai, China and the Philippines, support the importance of
shopping to the tourist paradigm (Dalton, 2007). The appeal of mega-malls to tourists is
likely a blend of retail and entertainment (Timothy, 2005).
The importance given to certain attributes and the performance of those attributes to the
perceived shopping center image may be a function of consumer satisfaction. Kinley et al.
(2002) report that the importance tourists assign to shopping center attributes are fairly
consistent across types of shopping centers. While family-friendly, clean, safe, people
friendly, appealing, and convenient location are important in shopping center selection,
performance on these attributes differs by type of center. Superregional and super off-price
centers were more apt to meet tourist shopper expectations than a theme/festival center.
Bloch et al. (1989) report that people who are browsing rather than shopping generally
prefer stimulating, friendly, and comfortable stores. Further, though they did not examine
tourist shoppers, Bellenger et al. (1977) note that high quality merchandise, cleanliness,
convenience to home, and variety of stores are important to shoppers.
Some of the most important aspects of a successful shopping center are location, good
value, range and quality of merchandise, and physical design (Timothy, 2005). Retail
environments can create engaging experiences (Mehrabian, 1976), so that shopping,
particularly when traveling to visit family and friends, becomes an enjoyable social behavior
that can be satisfying for all parties regardless of age and gender (Christiansen and
Snepenger, 2002).
Swanson and Horridge (2006) report travel motivations not only in?uence tourist choice of a
souvenir (product) to purchase, but also the retail environment where the tourist chooses to
shop. Speci?cally, nature, escape, and seeing the country are travel motivations in?uencing
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the attributes of location, promotion, image, and sales associates. In attracting tourists,
shopping center managers need to be aware of desired shopping center attributes that
create a positive shopping environment. The present study determined whether desired
shopping center attributes differ according to travel motivation. Do tourists who travel for
different reasons desire different shopping center experiences? If all of the aspects of
shopping (browsing, window shopping, purchasing, walking, visiting with friends, eating,
etc.) are viewed as an act of leisure consumption, then travel motivation may differentiate
desired shopping experiences. While travel motivations in?uence souvenir purchases
during travel (Swanson and Horridge, 2006) the importance assigned to shopping center
attributes, the shopping venue, and the post-experience impressions may also in?uence
shopping while traveling.
Satisfaction and re-patronage intention
Satisfaction is a subjective and personal evaluation, containing elements of hedonic (fun and
playfulness) and utilitarian (task-related and rational) values (Babin et al., 1994). Both
elements could be incorporated into a single judgment of satisfaction with a shopping center
visited while traveling. Is the shopping center experience a leisure pursuit of fun? Or, is the
shopping center adequate in providing souvenirs and forgotten necessities on the trip?
Although not speci?c to tourist shoppers, Finn et al. (1994) ?nd consumers interested in
leisure and social activities are more apt to increase shopping time beyond their original
intentions. This increase in shopping time may also easily be evident for tourist shoppers
since shopping on vacation is often a leisurely pursuit (Christiansen and Snepenger, 2002)
facilitated by shopping environments that provide a sense of freedom, make shopping a
pleasure, and support social interaction (Litch?eld, 1990).
In comparing tourists with local shoppers at shopping centers, LeHew and Wesley (2007)
?nd similar overall satisfaction and plans to spend comparable amounts of money for both
groups. Their ?ndings suggest that while a tourist shopper is not a regular or repeating
customer, a mass of tourist shoppers can provide a strong customer base in the overall
productivity of a shopping center. Moreover, they note tourist shoppers are more likely than
residents to visit the shopping center for entertainment and socializing, lending importance
to incorporating entertainment elements into the center when tourists are a target market.
Turner and Reisinger (2001) identify cost, shop presentation, and product display as three
main dimensions of tourist shopping satisfaction. Shop presentation consists of cleanliness,
convenience, attractiveness, and the appearance of the sales staff and product display.
However, no statistical relationship between type of travel and overall satisfaction is
reported. Wake?eld and Baker (1998) report positive relationships for excitement, desire to
stay in the mall, and involvement with re-patronage intention. This logic was extended by
Huang and Hsu (2009) who found satisfaction, attitude toward visit, and revisit intention to be
uni-dimensional. If a previously visited destination still appears novel or relaxing, then
pleasure travelers may hold a positive attitude toward future visitation. Positive shopping
perceptions by tourist shoppers have implications for re-patronage with tourists becoming
an important segment for future shopping center revenue that extends to tourist demand for
hospitality services and other tourist attractions.
Hypotheses
The preceding literature review revealed:
B travel motivation is a useful segmentation tool for the tourist market (Becken and Gnoth,
2004; McIntosh and Goeldner, 1990);
B tourists indicate shopping preferences (Littrell et al., 1994; Swanson and Horridge, 2006;
Timothy, 2005); and
B tourist satisfaction with shopping in?uences re-patronage intention (Huang and Hsu,
2009; Wake?eld and Baker, 1998).
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However, no studies identi?ed travel motivation as a predictor of the importance that tourist
shoppers assign to shopping center attributes and the subsequent effects on satisfaction
and re-patronage intention. Because shopping experiences may differ by type of shopping
center, three hypotheses are tested independently for three types of shopping centers:
superregional centers, theme/festival centers, and super off-price centers (see Figure 1).
H1. Travel motivation of tourist shoppers has an effect on the importance assigned to
desired shopping center attributes.
H2. Travel motivation and shopping center attributes have an effect on overall
satisfaction with the shopping experience.
H3. Travel motivation, shopping center attributes and overall satisfaction with the
shopping experience has an effect on re-patronage intention.
Methodology
Sample selection and data collection
Data were collected in eight tourist-destination shopping centers (three superregional
centers, two theme/festival centers, and three super off-price centers) located in cities in
three geographic regions of the USA. Shopper intercept surveys were completed by 34 to
104 tourist shoppers at each shopping center, and re?ected the amount of tourist traf?c in
each shopping center during the time of data collection. The sample was screened by age
Figure 1 Research framework
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(young adult or older) and tourist status. A tourist was de?ned according to the National
Tourism Resources Review Commission as a person who travels away from his or her home
for a distance of at least 50 miles (Hunt and Layne, 1991). Participants were offered either a
$2-value gift or a $3-coupon to be used in the shopping center. In all there were 624 tourist
shopper participants: 234 from superregional centers, 190 from theme/festival centers, and
200 from super off-price centers.
Shopping centers can be categorized by speci?c attributes (International Council of
Shopping Centers, 2009). A superregional center (e.g. The Falls in Miami) is as an enclosed
multilevel mall having 800,000 þ square feet, several anchors, a deep selection of
merchandise, and a large population base. A theme/festival center (e.g. South Street
Seaport in New York City) has restaurants or entertainment venues as anchors and employs
a unifying theme communicated throughout by the architectural design and merchandise of
individual shops. Generally located in urban areas and often adapted from older, sometimes
historic buildings, these centers target tourists. A sub-type of the superregional mall, a super
off-price center (e.g. Discover Mills in Atlanta), is an enclosed megamall that carries a large
variety of value-oriented retailers, including factory outlet stores, department store closeout
outlets, and category killers.
Instrument
As they apply to tourist shoppers, four variables developed from three channels described:
1. general travel motivation;
2. desired shopping center attributes;
3. overall satisfaction; and
4. re-patronage intention.
First, items were compiled from the literature to encompass marketing mix elements and
various aspects of shopping behavior relevant to tourist-destination shopping centers and
travel in general. Second, a focus group interview comprised of nine (four male and ?ve
female) tourist shoppers generated additional items. The focus group was a convenience
sample of tourist shoppers who had approached the information desk at a tourist-destination
super off-price center in a southwestern state. They were offered a $25 gift certi?cate in
exchange for their participation for approximately one hour. Participants were asked why
they traveled to this city and to this mall as well as the importance they assigned to various
shopping center attributes. Third, unstructured interviews were conducted with three
tourist-destination shopping center managers. A total of 46 shopping center attributes and
18 travel motivations were generated through these three channels.
Travel motivation was measured by asking participants to respond to the statement, ‘‘Please
indicate the importance of each item that motivates you to travel.’’ The importance of 46
shopping center attributes was similarly measured by asking respondents ‘‘How important
are each of the following characteristics for you to select this type of shopping center?’’ Both
scales were measured on a ?ve-point rating scale (1 ¼ not important, 5 ¼ very important).
Overall satisfaction was measured by ‘‘Overall, shopping in this center was satisfactory’’ and
revisit intention by ‘‘I will return to this shopping center,’’ both on a ?ve-point rating scale
(1 ¼ strongly disagree to 5 ¼ strongly agree) (Wake?eld and Baker, 1998) and likelihood of
recommending by ‘‘I will recommend this shopping center to my family/friends.’’ The primary
purpose of travel for the current trip, gender, marital status, age, race, income, and
education were also determined.
Variables
Factor analyses. Principal component factor analyses with varimax rotation using an Eigen
value of one and items loading above 0.50 on a factor determined underlying dimensions for
travel motivations, shopping center attributes and re-patronage intention. The 18 travel
motivations were reduced to four factors with reliabilities ranging from 0.82 to 0.63 using
Chronbach’s alpha (see Table I). Factors with reliability coef?cients less than 0.70 were
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eliminated from further analysis. The 46 shopping center attributes were reduced to eight
factors with reliabilities ranging from0.71 to 0.93. Revisit intention (M ¼ 4.2) and recommend
to others (M ¼ 4.2) produced one factor (83.4 percent cumulative variance;
reliability ¼ 0.80) for re-patronage intention.
Results and discussion
Pro?le of tourist shoppers
When asked to select the primary purpose of their travel to this town or city, the most frequent
responses were pleasure (33.6 percent) and to visit family and friends (24.8 percent). The
demographic characteristics of the tourist shoppers were distributed somewhat evenly
across the three categories of shopping centers. The mean age for tourist shoppers at all
three centers was about 33, with the superregional mall customer slightly older at 35. Just
over half of the participants were female (54.8 percent) and single (52.1 percent); most were
white (67.3 percent) and reported a household income between $30,000 and $69,999 (50.3
percent). The majority had completed some college (79.8 percent); about one-third had a
four-year or graduate degree (34.4 percent).
Analyses
A three-step regression examined the predictive value of travel motivation and shopping
center attributes on overall satisfaction, and re-patronage intention for three different types
of shopping centers. Data were analyzed independently for each shopping center type.
Step 1 tested hypothesis one with travel motivations as the independent variables and
desired shopping center attributes as dependent variables. Step 2 tested hypothesis two
with travel motivations and desired shopping center attributes as predictor variables and
overall satisfaction as the dependent variable. Step 3 tested hypothesis three with travel
motivations, desired shopping center attributes, and overall satisfaction as the independent
variable and re-patronage intention as the dependent variable.
H1: Travel motivation and desired shopping center attributes
The four travel motivation factors were labeled Enrichment, Escape, Exploration and
Relaxation. The Relaxation factor had a computed Chronbach’s alpha of .63, below the
acceptable level, and was excluded from further analysis. The most important motivation for
travel was Escape (M ¼ 3.9).
Table I Travel motivations and shopping center attributes (factors and sample items) important to tourist shoppers
Factors M Eigenvalue Percent of variance /
Travel motivation factors
Enrichment (enriching myself intellectually) 3.57 6.05 33.63 0.82
Escape (escaping from my ordinary life) 3.9 1.86 10.32 0.77
Exploration (experiencing new and different places) 3.6 1.47 8.17 0.78
Relaxation (relaxing physically and mentally) 3.9 1.27 7.05 0.63
Shopping center attributes
Environment (13 items: safe, organized) 4.1 8.26 17.96 0.93
Image (nine items: unique architecture, natural and scenic) 3.3 5.29 11.50 0.88
Fashionability (?ve items: fashionable, sophisticated) 3.8 3.01 6.54 0.78
Selection (four items: shops occupied, functional) 3.8 2.62 5.69 0.77
Friendliness (three items: family friendly, casual) 3.4 2.35 5.11 0.71
Economy (three items: price, value) 3.9 2.32 5.03 0.77
Stimulation (three items: entertaining, exciting) 3.6 2.24 4.86 0.72
Location (three items: close to airport; close to home) 2.8 2.21 4.79 0.73
Re-patronage intention (two items: I will return to this shopping center) 4.2 1.67 83.4 0.80
Notes: Subjects were asked to rate each of the previous attributes according to its importance in selecting the shopping center, where
5 ¼ very important and 1 ¼ not important
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The eight shopping center attribute factors were labeled Environment, Image, Fashionability,
Selection, Friendliness, Economy, Stimulation, and Location. Among them, Environment
(M ¼ 4.2), Economy (M ¼ 4.0), and Selection (M ¼ 3.8) were the most desirable attribute
factors.
For shoppers in the superregional center, travel motivation has an effect on the importance
assigned to desired shopping center attributes. The Exploration motivation has a signi?cant
effect for all mall attribute factors, particularly the Friendliness (b ¼ 0:42; p , 0:001),
Stimulation (b ¼ 0:32; p , 0:001), and Selection (b ¼ 0:28; p , 0:001) provided by the
center. The Enrichment motivation has a signi?cant effect with Image (b ¼ 0:22; p , 0:01),
Friendliness (b ¼ 0:18; p , 0:01), and Location (b ¼ 0:15; p , 0:05). The Escape motivation
affects desire for Environment (b ¼ 0:25; p , 0:0001), Fashion (b ¼ 0:24; p , 0:001),
Selection (b ¼ 0:21; p , 0:01), and Economy (b ¼ 0:20; p , 0:01). See Table II.
Tourist shoppers in the theme/festival center desire seven of the eight shopping center
attribute factors; only economy was not signi?cant which suggests these tourist shoppers
are not looking for a bargain. The Enrichment motivation impact desire for Friendly
(b ¼ 0:44; p , 0:0001) and Location (b ¼ 0:32; p , 0:0001) when selecting a shopping
center. The Exploration motivation predicts six of the eight mall attribute factors as important,
particularly Stimulation (b ¼ 0:38; p , 0:0001) and Fashion (b ¼ 0:28; p , 0:01). Although
the Escape motivation is the weakest predictor, tourist shoppers do desire Environment
(b ¼ 0:23; p , 0:01), but not Location (b ¼ 20:19; p , 0:05). This suggests tourist
shoppers looking for Escape at a theme/festival center are not concerned with the
location of the center, indicating this type of shopping center is a destination.
Tourist shoppers at super off-price centers are not as interested in mall attributes as the other
mall shoppers, although seven of the eight mall attribute factors are important to at least one
group. The Escape motivation predicts a desire for Stimulation (b ¼ 0:36; p , 0:0001) and
Fashion (b ¼ 0:23; p , 0:01). The Exploration motive predicts a desire for Image
(b ¼ 0:33; p , 0:001) of the shopping center.
Given that almost all of the mall attribute factors have a signi?cant effect on at least one travel
motivation, Hypothesis 1 is accepted.
H2: Effect of shopping center attributes on overall satisfaction
Only one desired mall attribute, Environment, predicts overall satisfaction of tourist shoppers
in superregional (b ¼ 0:23; p , 0:05) and in the super off-price (b ¼ 0:32; p , 0:05) centers.
None of the mall attributes predict overall satisfaction in the theme/festival center. In
addition, the travel motivation, desire for Escape, is a predictor for overall satisfaction for the
superregional center (b ¼ 0:32; p , 0:0001). While these beta weights are moderate, as a
whole, the use of mall attribute and travel motivation variables as predictors of overall
satisfaction is weak.
H3: Overall satisfaction, and re-patronage intention
Overall satisfaction with the center is a strong predictor (p , 0:0001) of re-patronage
intention of tourist shoppers in all three of the shopping centers. The strongest effect is for
the shoppers in the theme/festival center (b ¼ 0:75), followed by the superregional
(b ¼ 0:75) and super off-price (b ¼ 0:65) centers. The expectation was that the importance
of particular shopping center attributes would predict overall satisfaction and thus
re-patronage intention, but the data do not support this hypothesis. Rather, the ?ndings of
this study indicate that overall satisfaction alone is a predictor of re-patronage intention
rather than a combination of speci?c attributes and overall impression.
Conclusions and implications
This study examined travel motivation as a predictor of the importance assigned to shopping
center attributes, overall satisfaction and re-patronage intention for three different types of
shopping centers: superregional, theme/festival centers, and super off-price centers. The
ultimate goal of mall management is to create a shopping environment to which shoppers
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will want to return. Examining the motivations for re-patronage intention can assist marketing
personnel in targeting speci?c messages to speci?c markets. The tourist market is
substantial (Goeldner et al., 2000), and shopping is the most frequent activity in which
tourists engage (Timothy, 2005).
When looking at the predictive ability of tourist motivation and desired mall attributes, the
only linear predictor for the desired outcome, re-patronage intention, is for the tourists
motivated by Exploration, whose desired shopping center attribute is the Environment and
who are satis?ed with the offering of the superregional center. The tourist with the Exploration
motivation indicated that meeting new people with similar interests, having a chance for the
unexpected to happen, and going places with their friends are important. The Environment
factor contained individual items such as family-friendly, clean, organized, people-friendly,
pleasant, etc. This expectation of discovery could explain why all of the mall attribute factors
yielded signi?cant relationships with the Exploration travel motivation. Perhaps this is
because by de?nition, this mall format is very broad in its appeal. Generally the
superregional mall has a variety of department stores, specialty stores, entertainment
opportunities, and food vendors and restaurants. Many superregional malls also contain
service providers such as day spas and hair salons. Compared to the other two shopping
venues in this study, the offerings at a superregional mall are more apt to appeal to a wide
range of shopping – and thus travel – objectives. The ?ndings indicate that marketing
efforts of superregional centers should highlight the assortment of offerings for the tourist
shopper who may be looking for a range of activities to appeal to different members of the
party.
Another interesting linear relationship for the superregional center is for the tourist shopper
with the Enrichment travel motive for who the mall image is important. While no direct
relationship with overall satisfaction of the center was computed, desired mall image has an
effect on re-patronage intention. The image factor contained items such as classic, elegant,
and exotic. The tourist with the enrichment motive will return to a superregional mall that has
a strong aesthetic appeal.
For the theme/festival center, one linear relationship bypasses the overall satisfaction
variable. In this shopping center, tourists with a re-patronage intention have an Enrichment
travel motivation and desire a Friendly shopping environment. This makes sense; the target
market for theme/festival centers is tourists. The theme/festival centers often employ a
unifying theme into the aesthetic and tenant mix. Promotional materials should emphasize
the theme aspect of the center and personnel should be customer-centric in order for the
tourist shopper to want to return.
Perhaps the most interesting ?nding in the study is that desired mall attributes do not
necessarily have a relationship with the overall satisfaction of the center. However, in each
shopping center overall satisfaction had a strong effect on re-patronage intention. While the
tourist motivations could predict desired mall attributes, for the most part, neither tourist
motivations nor desired mall attributes could predict overall satisfaction with the shopping
center.
When examining the effects of travel motivation on desired shopping center attributes, the
results are varied for each of the shopping center types. Most of the signi?cant effects of
tourist motivation on desired mall attributes are for the superregional mall and the
theme/festival center. Regardless of travel motivation, the tourist shoppers in both groups
have multiple expectations for the shopping center. On the other hand, while the shoppers in
the super off-price mall desire almost all of the attributes on the survey, the effects of travel
motivation on speci?c attributes are more focused. As was the case with the Crick-Furman
and Prentice (2000) study, the motives for shopping while traveling are often about having
something fun to do and the assortment of desired mall attributes for the superregional and
super off-price malls are quite varied.
People travel for different reasons, which is documented in this and similar studies (for
example, Goeldner et al., 2000; Blank, 1996; Swanson and Horridge, 2006). Segmenting the
tourismmarket by travel motive can be a very useful tool for shopping center developers and
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management because a signi?cant amount of the travel dollar is spent on shopping activities
and entertainment options that can be integral to a shopping center mix (Bussey, 1987;
Littrell et al. 1994). While this study indicates that different motivations for travel can be used
to segment the tourist shopping market and to de?ne the desired shopping center attributes,
the same shopping center attributes tended to be more important (and conversely, less
important) to all of the tourists in this study, though to differing degrees. Tourismbureaus and
mall or shopping center management know that successful marketing is linked to an
effective advertising campaign, which considers the characteristics of its target audience
(Mohsin, 2005). This research de?nes three distinctive tourist motivations with differing
degrees of shopping center expectations. All three of these tourist shopper motivations may
well co-exist in the same family or tourist unit (e.g. convention attendees, tour participants).
Promotional materials can be developed to appeal to all three types simultaneously, thus
enhancing the attractiveness of a shopping venue three-fold.
While logical to assume that the importance of certain attributes would lead to overall
satisfaction and this to re-patronage intention, the data in this study did not support that
hypothesis. Overall satisfaction does predict re-patronage intention, at least with the
participants in the present study. Until research can de?ne the elements of overall
satisfaction, promotional materials can be developed to highlight the different attributes
desired by tourists with different travel motivations.
More speci?cally, superregional malls should highlight the variety of attributes and
experiences available for the whole family or the entire group. There is something for
everyone in the superregional center. Similarly the theme/festival center should highlight
variety, particularly the friendliness of the venue and value for the experience to appeal to a
broad scope of tourist shoppers. On the other hand, the patrons of the super off-price center
are more focused in their desires, so this venue should direct promotional materials and
events more speci?cally to tourist shoppers with different travel motivations.
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Corresponding author
Tammy R. Kinley can be contacted at: [email protected]
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doc_581291830.pdf
Shopping is a popular tourist activity. While a person might not travel for the purpose of
shopping, many tourists shop while traveling. This study aims to examine travel motivation as a predictor
of the importance assigned to desired shopping center attributes for three different shopping centers,
and their effect on satisfaction, and re-patronage intention.
International Journal of Culture, Tourism and Hospitality Research
Travel motivation as a determinant of shopping venue
Tammy R. Kinley J udith A. Forney Youn-Kyung Kim
Article information:
To cite this document:
Tammy R. Kinley J udith A. Forney Youn-Kyung Kim, (2012),"Travel motivation as a determinant of shopping venue", International J ournal of
Culture, Tourism and Hospitality Research, Vol. 6 Iss 3 pp. 266 - 278
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Travel motivation as a determinant of
shopping venue
Tammy R. Kinley, Judith A. Forney and Youn-Kyung Kim
Abstract
Purpose – Shopping is a popular tourist activity. While a person might not travel for the purpose of
shopping, many tourists shop while traveling. This study aims to examine travel motivation as a predictor
of the importance assigned to desired shopping center attributes for three different shopping centers,
and their effect on satisfaction, and re-patronage intention.
Design/methodology/approach – Data were collected via mall-intercept surveys from 624 tourist
shoppers at seven shopping centers. A tourist was de?ned as a person who traveled a distance of at
least 50 miles from their home.
Findings – Desired shopping center attributes are in?uenced by travel motivation. For the
superregional center, a linear relationship was computed for the exploration travel motive, mall
environment, overall satisfaction and re-patronage intention. Interestingly, overall satisfaction with the
shopping center was not a signi?cant predictor of re-patronage intention in the theme/festival or super
off-price centers.
Originality/value – Given the importance of shopping in the travel agenda, identi?cation and
consideration of different travel motivations can facilitate development of the shopping center
environment for maximumcustomer satisfaction. All of the motivations may co-exist in the same family or
tourist unit (e.g. convention attendees). These ?ndings can be particularly useful in designing amenities
and targeting promotional campaigns to different audiences.
Keywords Travel motivation, Tourist shopper, Mall attributes, Travel, Tourism, Motivation (psychology),
Shopping, Shopping centres
Paper type Research paper
Introduction
Shopping, possibly the most universal of tourist activities, is the number-one activity of both
US domestic and international tourists (Goeldner et al., 2000; LeHew and Wesley, 2007;
Travel Industry Association of America, 2009; Timothy, 2005) and a primary purpose of
tourist travel (Timothy, 2005; Turner and Reisinger, 2001). Shopping is the highest travel
expenditure following accommodations (Turner and Reisinger, 2001) and accounts for 30
percent of total travel activity (Bussey, 1987; Littrell et al., 1994; Travel Industry Association of
America, 2009). Thus, shopping is an important travel generator and a signi?cant revenue
source for cities (Blank, 1996; Law, 1996).
Shopping facilities shape a destination image (Yuksel, 2004), and tourists often seek
shopping experiences associated with certain shopping center images. Most recently,
shopping centers are maximizing differentiation through branding and tenant mix strategies
(International Council of Shopping Centers, 2009). Superregional malls (e.g. the Galleria in
Dallas), theme/festival centers (e.g. Kemah in Houston), and super off-price centers
(e.g. Sawgrass Mills in Sunrise, Florida) speci?cally target tourists in their marketing
programs. Often, shopping centers are the tourist destination (Butler, 1991). For example,
tourists represent 40 percent of the Mall of America’s estimated 40 million annual visitors.
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VOL. 6 NO. 3 2012, pp. 266-278, Q Emerald Group Publishing Limited, ISSN 1750-6182 DOI 10.1108/17506181211246429
Tammy R. Kinley is
Associate Professor and
Chair and Judith A. Forney
is Professor and Dean, both
at the School of
Merchandising and
Hospitality Management,
University of North Texas,
Denton, Texas, USA.
Youn-Kyung Kim is
Professor in the Department
of Retail, Hospitality and
Tourism Management,
University of Tennessee,
Knoxville, Tennessee, USA.
Received April 2010
Revised August 2010
Accepted September 2010
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This suggests that tourists are contributing to its unusually high 99 percent retail occupancy
rate (‘‘A Decade,’’ 2002; www.mallofamerica.com, 2009).
Until recently few studies have examined recreational shopping as a tourist attraction.
However, identifying visitor characteristics is an essential tourist marketing strategy (Buckley
and Papadopoulos, 1986) and understanding the importance tourists assign to shopping
center features can help direct marketing resources (Moscardo, 2004). Using a consistent
message across relevant promotional channels builds potential traf?c and aids tourists in
planning vacation activities. This message needs to highlight the shopping center attributes
that attract tourists as well as generate return visits. While tourists travel for many reasons,
their motivation to travel may in?uence decisions regarding which type of shopping center to
visit. Strong evidence exists for shopping as an important tourist activity (Timothy, 2005;
Yuksel, 2004). However, research is limited regarding how tourists make decisions about
where to shop, what in?uences those preferences, and how the shopping experience
in?uences overall satisfaction, and intentions to revisit and recommend to others. Therefore,
this study examined travel motivation as a predictor of the importance assigned to attributes
of three types of shopping centers (superregional, theme/festival, Super Off-Price) and the
effects of travel motivation and shopping center attributes on overall satisfaction and
re-patronage intention.
Review of literature
The tourist shopper
Recreational shopping is an important research area in the social sciences (Timothy, 2005),
and is often identi?ed as a primary or signi?cant travel motivation (Butler, 1991; Timothy,
2005). Shopping while traveling is associated with emotional motives such as having fun
(Crick-Furman and Prentice, 2000), enjoyment, and relaxation (Bussey, 1987). Enjoyment,
novelty, and social interaction are heightened when shopping as a tourist because the stress
of daily living is removed from the paradigm of product acquisition (Christiansen and
Snepenger, 2002). Tourists wandering through shopping centers have time and the
inclination to buy things they are too busy to shop for at home.
Highly involved tourist shoppers have more of an interest in the act of shopping than in many
other activities (Josiam et al., 2005) and their shopping experiences are more hedonic,
novel, and satisfactory when compared to local shoppers (Christiansen and Snepenger,
2002). For many tourists, vacation travel becomes a time where they do not feel as serious,
responsible, or thrifty as they might at home (Crompton, 1979). In summarizing tourist
shopper literature, Timothy (2005) identi?ed seven broad reasons for shopping on vacation:
desire for keepsakes and memories, quest for authenticity, novelty-seeking, functional
needs, boredom/excess time, buying gifts for people at home, and altruism.
Several studies classify tourist shoppers based on motivations. Moscardo (2004) notes that
while tourist shoppers in Australia generally do not rank shopping as an important criterion
for selecting a destination, most of themindicated they shopped while there. Moreover these
tourist shoppers were categorized by four shopping behaviors: serious, non-shoppers, arts
and crafts, and not-so-serious. Similarly, Littrell et al. (1994) categorized tourists by four
desired travel activities and souvenir buying styles: ethnic, arts, and people; history and
parks; urban entertainment; and active outdoor. Geuens et al. (2004) categorized three
different types of airport shoppers: mood shoppers, shopping lovers, and apathetic
shoppers. Though Buckley and Papadopoulos (1986) were referring to tourism in Greece,
their position that ‘‘a clear market segment must be identi?ed and an investigation made of
the buying factors, which predominate in that segment’’ (p. 86) is relevant with regard to this
study as well.
Travel motivation
Motivation is the reason for a behavior (Solomon, 2009). A person might travel to enjoy
entertainment, sightsee, visit with friends and family, enjoy leisure time, participate in
professional or business activities, attend festivals, take a study tour, participate in ?tness or
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educational activities, experience other cultures, or conduct scienti?c research (Blank,
1996; Crick-Furman and Prentice, 2000; Goeldner et al., 2000; Law, 1996; Swanson and
Horridge, 2006; Walker, 2009). Travel motives determine the reasons why tourists select a
travel destination or activity. McGuire’s (1976) psychological motives describe a
classi?cation system of internal and external motives that are likely used in consumption
situations. Internal travel motivations include the need for autonomy and tension reduction,
while external motivations include the need for stimulation, utilitarian bene?t, expression,
and af?liation. Identifying travel motivation helps segment tourists by the activities they
pursue and the general bene?ts they seek (Becken and Gnoth, 2004; McIntosh and
Goeldner, 1990) and enables marketers and managers to better target their efforts (Becken
and Gnoth, 2004).
Research uses travel psychographics to describe motivations, intent, interest, activities, and
opinions regarding tourists’ desired travel destinations (Schul and Crompton, 1983;
Waryszak and Kim, 1994). For example, Schul and Crompton (1983) identify six
psychographic variables in?uencing travel motivations: cultural interest, comfort,
familiarity/convenience, activity, opinion leadership, and knowledge seeking. Gnoth
(1997) relates travel to the push and pull theory, whereby push factors act as motivators
by encouraging travel (i.e. escape from routine or seeking new experiences) while pull
factors are the attraction of the destination (i.e. sunshine or relaxed environment). The push
factors or motivations underlying the need for travel are logical antecedents to the pull
factors of the destination (Fluker and Turner, 2000). Similarly for interest in traveling to the
Northern Territory in Australia, Mohsin (2005) identi?es 12 travel motivation factors: active,
discovering nature, quest of experience, ethnocentrism, language barrier, relaxation,
physical activity, leisure, novelty, luxury, relationships, and Australophilia. Huang and Hsu
(2009) offer four travel motivations for Mainland Chinese visitors to Hong Kong: novelty,
knowledge, relaxation, and shopping. Swanson and Horridge (2006) studied tourists to the
American southwest who engaged in souvenir shopping, noting four travel motivations:
?tness and education, nature and escape, seeing the country, and leisure and romance.
Retail environment and shopping center attributes
Shopping centers, such as Mall of America and West Edmonton Mall, are tourist attractions.
Tourism literature features shopping for most if not all major cities. Giant shopping malls
opening in Asia, particularly in Dubai, China and the Philippines, support the importance of
shopping to the tourist paradigm (Dalton, 2007). The appeal of mega-malls to tourists is
likely a blend of retail and entertainment (Timothy, 2005).
The importance given to certain attributes and the performance of those attributes to the
perceived shopping center image may be a function of consumer satisfaction. Kinley et al.
(2002) report that the importance tourists assign to shopping center attributes are fairly
consistent across types of shopping centers. While family-friendly, clean, safe, people
friendly, appealing, and convenient location are important in shopping center selection,
performance on these attributes differs by type of center. Superregional and super off-price
centers were more apt to meet tourist shopper expectations than a theme/festival center.
Bloch et al. (1989) report that people who are browsing rather than shopping generally
prefer stimulating, friendly, and comfortable stores. Further, though they did not examine
tourist shoppers, Bellenger et al. (1977) note that high quality merchandise, cleanliness,
convenience to home, and variety of stores are important to shoppers.
Some of the most important aspects of a successful shopping center are location, good
value, range and quality of merchandise, and physical design (Timothy, 2005). Retail
environments can create engaging experiences (Mehrabian, 1976), so that shopping,
particularly when traveling to visit family and friends, becomes an enjoyable social behavior
that can be satisfying for all parties regardless of age and gender (Christiansen and
Snepenger, 2002).
Swanson and Horridge (2006) report travel motivations not only in?uence tourist choice of a
souvenir (product) to purchase, but also the retail environment where the tourist chooses to
shop. Speci?cally, nature, escape, and seeing the country are travel motivations in?uencing
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the attributes of location, promotion, image, and sales associates. In attracting tourists,
shopping center managers need to be aware of desired shopping center attributes that
create a positive shopping environment. The present study determined whether desired
shopping center attributes differ according to travel motivation. Do tourists who travel for
different reasons desire different shopping center experiences? If all of the aspects of
shopping (browsing, window shopping, purchasing, walking, visiting with friends, eating,
etc.) are viewed as an act of leisure consumption, then travel motivation may differentiate
desired shopping experiences. While travel motivations in?uence souvenir purchases
during travel (Swanson and Horridge, 2006) the importance assigned to shopping center
attributes, the shopping venue, and the post-experience impressions may also in?uence
shopping while traveling.
Satisfaction and re-patronage intention
Satisfaction is a subjective and personal evaluation, containing elements of hedonic (fun and
playfulness) and utilitarian (task-related and rational) values (Babin et al., 1994). Both
elements could be incorporated into a single judgment of satisfaction with a shopping center
visited while traveling. Is the shopping center experience a leisure pursuit of fun? Or, is the
shopping center adequate in providing souvenirs and forgotten necessities on the trip?
Although not speci?c to tourist shoppers, Finn et al. (1994) ?nd consumers interested in
leisure and social activities are more apt to increase shopping time beyond their original
intentions. This increase in shopping time may also easily be evident for tourist shoppers
since shopping on vacation is often a leisurely pursuit (Christiansen and Snepenger, 2002)
facilitated by shopping environments that provide a sense of freedom, make shopping a
pleasure, and support social interaction (Litch?eld, 1990).
In comparing tourists with local shoppers at shopping centers, LeHew and Wesley (2007)
?nd similar overall satisfaction and plans to spend comparable amounts of money for both
groups. Their ?ndings suggest that while a tourist shopper is not a regular or repeating
customer, a mass of tourist shoppers can provide a strong customer base in the overall
productivity of a shopping center. Moreover, they note tourist shoppers are more likely than
residents to visit the shopping center for entertainment and socializing, lending importance
to incorporating entertainment elements into the center when tourists are a target market.
Turner and Reisinger (2001) identify cost, shop presentation, and product display as three
main dimensions of tourist shopping satisfaction. Shop presentation consists of cleanliness,
convenience, attractiveness, and the appearance of the sales staff and product display.
However, no statistical relationship between type of travel and overall satisfaction is
reported. Wake?eld and Baker (1998) report positive relationships for excitement, desire to
stay in the mall, and involvement with re-patronage intention. This logic was extended by
Huang and Hsu (2009) who found satisfaction, attitude toward visit, and revisit intention to be
uni-dimensional. If a previously visited destination still appears novel or relaxing, then
pleasure travelers may hold a positive attitude toward future visitation. Positive shopping
perceptions by tourist shoppers have implications for re-patronage with tourists becoming
an important segment for future shopping center revenue that extends to tourist demand for
hospitality services and other tourist attractions.
Hypotheses
The preceding literature review revealed:
B travel motivation is a useful segmentation tool for the tourist market (Becken and Gnoth,
2004; McIntosh and Goeldner, 1990);
B tourists indicate shopping preferences (Littrell et al., 1994; Swanson and Horridge, 2006;
Timothy, 2005); and
B tourist satisfaction with shopping in?uences re-patronage intention (Huang and Hsu,
2009; Wake?eld and Baker, 1998).
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However, no studies identi?ed travel motivation as a predictor of the importance that tourist
shoppers assign to shopping center attributes and the subsequent effects on satisfaction
and re-patronage intention. Because shopping experiences may differ by type of shopping
center, three hypotheses are tested independently for three types of shopping centers:
superregional centers, theme/festival centers, and super off-price centers (see Figure 1).
H1. Travel motivation of tourist shoppers has an effect on the importance assigned to
desired shopping center attributes.
H2. Travel motivation and shopping center attributes have an effect on overall
satisfaction with the shopping experience.
H3. Travel motivation, shopping center attributes and overall satisfaction with the
shopping experience has an effect on re-patronage intention.
Methodology
Sample selection and data collection
Data were collected in eight tourist-destination shopping centers (three superregional
centers, two theme/festival centers, and three super off-price centers) located in cities in
three geographic regions of the USA. Shopper intercept surveys were completed by 34 to
104 tourist shoppers at each shopping center, and re?ected the amount of tourist traf?c in
each shopping center during the time of data collection. The sample was screened by age
Figure 1 Research framework
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(young adult or older) and tourist status. A tourist was de?ned according to the National
Tourism Resources Review Commission as a person who travels away from his or her home
for a distance of at least 50 miles (Hunt and Layne, 1991). Participants were offered either a
$2-value gift or a $3-coupon to be used in the shopping center. In all there were 624 tourist
shopper participants: 234 from superregional centers, 190 from theme/festival centers, and
200 from super off-price centers.
Shopping centers can be categorized by speci?c attributes (International Council of
Shopping Centers, 2009). A superregional center (e.g. The Falls in Miami) is as an enclosed
multilevel mall having 800,000 þ square feet, several anchors, a deep selection of
merchandise, and a large population base. A theme/festival center (e.g. South Street
Seaport in New York City) has restaurants or entertainment venues as anchors and employs
a unifying theme communicated throughout by the architectural design and merchandise of
individual shops. Generally located in urban areas and often adapted from older, sometimes
historic buildings, these centers target tourists. A sub-type of the superregional mall, a super
off-price center (e.g. Discover Mills in Atlanta), is an enclosed megamall that carries a large
variety of value-oriented retailers, including factory outlet stores, department store closeout
outlets, and category killers.
Instrument
As they apply to tourist shoppers, four variables developed from three channels described:
1. general travel motivation;
2. desired shopping center attributes;
3. overall satisfaction; and
4. re-patronage intention.
First, items were compiled from the literature to encompass marketing mix elements and
various aspects of shopping behavior relevant to tourist-destination shopping centers and
travel in general. Second, a focus group interview comprised of nine (four male and ?ve
female) tourist shoppers generated additional items. The focus group was a convenience
sample of tourist shoppers who had approached the information desk at a tourist-destination
super off-price center in a southwestern state. They were offered a $25 gift certi?cate in
exchange for their participation for approximately one hour. Participants were asked why
they traveled to this city and to this mall as well as the importance they assigned to various
shopping center attributes. Third, unstructured interviews were conducted with three
tourist-destination shopping center managers. A total of 46 shopping center attributes and
18 travel motivations were generated through these three channels.
Travel motivation was measured by asking participants to respond to the statement, ‘‘Please
indicate the importance of each item that motivates you to travel.’’ The importance of 46
shopping center attributes was similarly measured by asking respondents ‘‘How important
are each of the following characteristics for you to select this type of shopping center?’’ Both
scales were measured on a ?ve-point rating scale (1 ¼ not important, 5 ¼ very important).
Overall satisfaction was measured by ‘‘Overall, shopping in this center was satisfactory’’ and
revisit intention by ‘‘I will return to this shopping center,’’ both on a ?ve-point rating scale
(1 ¼ strongly disagree to 5 ¼ strongly agree) (Wake?eld and Baker, 1998) and likelihood of
recommending by ‘‘I will recommend this shopping center to my family/friends.’’ The primary
purpose of travel for the current trip, gender, marital status, age, race, income, and
education were also determined.
Variables
Factor analyses. Principal component factor analyses with varimax rotation using an Eigen
value of one and items loading above 0.50 on a factor determined underlying dimensions for
travel motivations, shopping center attributes and re-patronage intention. The 18 travel
motivations were reduced to four factors with reliabilities ranging from 0.82 to 0.63 using
Chronbach’s alpha (see Table I). Factors with reliability coef?cients less than 0.70 were
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eliminated from further analysis. The 46 shopping center attributes were reduced to eight
factors with reliabilities ranging from0.71 to 0.93. Revisit intention (M ¼ 4.2) and recommend
to others (M ¼ 4.2) produced one factor (83.4 percent cumulative variance;
reliability ¼ 0.80) for re-patronage intention.
Results and discussion
Pro?le of tourist shoppers
When asked to select the primary purpose of their travel to this town or city, the most frequent
responses were pleasure (33.6 percent) and to visit family and friends (24.8 percent). The
demographic characteristics of the tourist shoppers were distributed somewhat evenly
across the three categories of shopping centers. The mean age for tourist shoppers at all
three centers was about 33, with the superregional mall customer slightly older at 35. Just
over half of the participants were female (54.8 percent) and single (52.1 percent); most were
white (67.3 percent) and reported a household income between $30,000 and $69,999 (50.3
percent). The majority had completed some college (79.8 percent); about one-third had a
four-year or graduate degree (34.4 percent).
Analyses
A three-step regression examined the predictive value of travel motivation and shopping
center attributes on overall satisfaction, and re-patronage intention for three different types
of shopping centers. Data were analyzed independently for each shopping center type.
Step 1 tested hypothesis one with travel motivations as the independent variables and
desired shopping center attributes as dependent variables. Step 2 tested hypothesis two
with travel motivations and desired shopping center attributes as predictor variables and
overall satisfaction as the dependent variable. Step 3 tested hypothesis three with travel
motivations, desired shopping center attributes, and overall satisfaction as the independent
variable and re-patronage intention as the dependent variable.
H1: Travel motivation and desired shopping center attributes
The four travel motivation factors were labeled Enrichment, Escape, Exploration and
Relaxation. The Relaxation factor had a computed Chronbach’s alpha of .63, below the
acceptable level, and was excluded from further analysis. The most important motivation for
travel was Escape (M ¼ 3.9).
Table I Travel motivations and shopping center attributes (factors and sample items) important to tourist shoppers
Factors M Eigenvalue Percent of variance /
Travel motivation factors
Enrichment (enriching myself intellectually) 3.57 6.05 33.63 0.82
Escape (escaping from my ordinary life) 3.9 1.86 10.32 0.77
Exploration (experiencing new and different places) 3.6 1.47 8.17 0.78
Relaxation (relaxing physically and mentally) 3.9 1.27 7.05 0.63
Shopping center attributes
Environment (13 items: safe, organized) 4.1 8.26 17.96 0.93
Image (nine items: unique architecture, natural and scenic) 3.3 5.29 11.50 0.88
Fashionability (?ve items: fashionable, sophisticated) 3.8 3.01 6.54 0.78
Selection (four items: shops occupied, functional) 3.8 2.62 5.69 0.77
Friendliness (three items: family friendly, casual) 3.4 2.35 5.11 0.71
Economy (three items: price, value) 3.9 2.32 5.03 0.77
Stimulation (three items: entertaining, exciting) 3.6 2.24 4.86 0.72
Location (three items: close to airport; close to home) 2.8 2.21 4.79 0.73
Re-patronage intention (two items: I will return to this shopping center) 4.2 1.67 83.4 0.80
Notes: Subjects were asked to rate each of the previous attributes according to its importance in selecting the shopping center, where
5 ¼ very important and 1 ¼ not important
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The eight shopping center attribute factors were labeled Environment, Image, Fashionability,
Selection, Friendliness, Economy, Stimulation, and Location. Among them, Environment
(M ¼ 4.2), Economy (M ¼ 4.0), and Selection (M ¼ 3.8) were the most desirable attribute
factors.
For shoppers in the superregional center, travel motivation has an effect on the importance
assigned to desired shopping center attributes. The Exploration motivation has a signi?cant
effect for all mall attribute factors, particularly the Friendliness (b ¼ 0:42; p , 0:001),
Stimulation (b ¼ 0:32; p , 0:001), and Selection (b ¼ 0:28; p , 0:001) provided by the
center. The Enrichment motivation has a signi?cant effect with Image (b ¼ 0:22; p , 0:01),
Friendliness (b ¼ 0:18; p , 0:01), and Location (b ¼ 0:15; p , 0:05). The Escape motivation
affects desire for Environment (b ¼ 0:25; p , 0:0001), Fashion (b ¼ 0:24; p , 0:001),
Selection (b ¼ 0:21; p , 0:01), and Economy (b ¼ 0:20; p , 0:01). See Table II.
Tourist shoppers in the theme/festival center desire seven of the eight shopping center
attribute factors; only economy was not signi?cant which suggests these tourist shoppers
are not looking for a bargain. The Enrichment motivation impact desire for Friendly
(b ¼ 0:44; p , 0:0001) and Location (b ¼ 0:32; p , 0:0001) when selecting a shopping
center. The Exploration motivation predicts six of the eight mall attribute factors as important,
particularly Stimulation (b ¼ 0:38; p , 0:0001) and Fashion (b ¼ 0:28; p , 0:01). Although
the Escape motivation is the weakest predictor, tourist shoppers do desire Environment
(b ¼ 0:23; p , 0:01), but not Location (b ¼ 20:19; p , 0:05). This suggests tourist
shoppers looking for Escape at a theme/festival center are not concerned with the
location of the center, indicating this type of shopping center is a destination.
Tourist shoppers at super off-price centers are not as interested in mall attributes as the other
mall shoppers, although seven of the eight mall attribute factors are important to at least one
group. The Escape motivation predicts a desire for Stimulation (b ¼ 0:36; p , 0:0001) and
Fashion (b ¼ 0:23; p , 0:01). The Exploration motive predicts a desire for Image
(b ¼ 0:33; p , 0:001) of the shopping center.
Given that almost all of the mall attribute factors have a signi?cant effect on at least one travel
motivation, Hypothesis 1 is accepted.
H2: Effect of shopping center attributes on overall satisfaction
Only one desired mall attribute, Environment, predicts overall satisfaction of tourist shoppers
in superregional (b ¼ 0:23; p , 0:05) and in the super off-price (b ¼ 0:32; p , 0:05) centers.
None of the mall attributes predict overall satisfaction in the theme/festival center. In
addition, the travel motivation, desire for Escape, is a predictor for overall satisfaction for the
superregional center (b ¼ 0:32; p , 0:0001). While these beta weights are moderate, as a
whole, the use of mall attribute and travel motivation variables as predictors of overall
satisfaction is weak.
H3: Overall satisfaction, and re-patronage intention
Overall satisfaction with the center is a strong predictor (p , 0:0001) of re-patronage
intention of tourist shoppers in all three of the shopping centers. The strongest effect is for
the shoppers in the theme/festival center (b ¼ 0:75), followed by the superregional
(b ¼ 0:75) and super off-price (b ¼ 0:65) centers. The expectation was that the importance
of particular shopping center attributes would predict overall satisfaction and thus
re-patronage intention, but the data do not support this hypothesis. Rather, the ?ndings of
this study indicate that overall satisfaction alone is a predictor of re-patronage intention
rather than a combination of speci?c attributes and overall impression.
Conclusions and implications
This study examined travel motivation as a predictor of the importance assigned to shopping
center attributes, overall satisfaction and re-patronage intention for three different types of
shopping centers: superregional, theme/festival centers, and super off-price centers. The
ultimate goal of mall management is to create a shopping environment to which shoppers
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will want to return. Examining the motivations for re-patronage intention can assist marketing
personnel in targeting speci?c messages to speci?c markets. The tourist market is
substantial (Goeldner et al., 2000), and shopping is the most frequent activity in which
tourists engage (Timothy, 2005).
When looking at the predictive ability of tourist motivation and desired mall attributes, the
only linear predictor for the desired outcome, re-patronage intention, is for the tourists
motivated by Exploration, whose desired shopping center attribute is the Environment and
who are satis?ed with the offering of the superregional center. The tourist with the Exploration
motivation indicated that meeting new people with similar interests, having a chance for the
unexpected to happen, and going places with their friends are important. The Environment
factor contained individual items such as family-friendly, clean, organized, people-friendly,
pleasant, etc. This expectation of discovery could explain why all of the mall attribute factors
yielded signi?cant relationships with the Exploration travel motivation. Perhaps this is
because by de?nition, this mall format is very broad in its appeal. Generally the
superregional mall has a variety of department stores, specialty stores, entertainment
opportunities, and food vendors and restaurants. Many superregional malls also contain
service providers such as day spas and hair salons. Compared to the other two shopping
venues in this study, the offerings at a superregional mall are more apt to appeal to a wide
range of shopping – and thus travel – objectives. The ?ndings indicate that marketing
efforts of superregional centers should highlight the assortment of offerings for the tourist
shopper who may be looking for a range of activities to appeal to different members of the
party.
Another interesting linear relationship for the superregional center is for the tourist shopper
with the Enrichment travel motive for who the mall image is important. While no direct
relationship with overall satisfaction of the center was computed, desired mall image has an
effect on re-patronage intention. The image factor contained items such as classic, elegant,
and exotic. The tourist with the enrichment motive will return to a superregional mall that has
a strong aesthetic appeal.
For the theme/festival center, one linear relationship bypasses the overall satisfaction
variable. In this shopping center, tourists with a re-patronage intention have an Enrichment
travel motivation and desire a Friendly shopping environment. This makes sense; the target
market for theme/festival centers is tourists. The theme/festival centers often employ a
unifying theme into the aesthetic and tenant mix. Promotional materials should emphasize
the theme aspect of the center and personnel should be customer-centric in order for the
tourist shopper to want to return.
Perhaps the most interesting ?nding in the study is that desired mall attributes do not
necessarily have a relationship with the overall satisfaction of the center. However, in each
shopping center overall satisfaction had a strong effect on re-patronage intention. While the
tourist motivations could predict desired mall attributes, for the most part, neither tourist
motivations nor desired mall attributes could predict overall satisfaction with the shopping
center.
When examining the effects of travel motivation on desired shopping center attributes, the
results are varied for each of the shopping center types. Most of the signi?cant effects of
tourist motivation on desired mall attributes are for the superregional mall and the
theme/festival center. Regardless of travel motivation, the tourist shoppers in both groups
have multiple expectations for the shopping center. On the other hand, while the shoppers in
the super off-price mall desire almost all of the attributes on the survey, the effects of travel
motivation on speci?c attributes are more focused. As was the case with the Crick-Furman
and Prentice (2000) study, the motives for shopping while traveling are often about having
something fun to do and the assortment of desired mall attributes for the superregional and
super off-price malls are quite varied.
People travel for different reasons, which is documented in this and similar studies (for
example, Goeldner et al., 2000; Blank, 1996; Swanson and Horridge, 2006). Segmenting the
tourismmarket by travel motive can be a very useful tool for shopping center developers and
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management because a signi?cant amount of the travel dollar is spent on shopping activities
and entertainment options that can be integral to a shopping center mix (Bussey, 1987;
Littrell et al. 1994). While this study indicates that different motivations for travel can be used
to segment the tourist shopping market and to de?ne the desired shopping center attributes,
the same shopping center attributes tended to be more important (and conversely, less
important) to all of the tourists in this study, though to differing degrees. Tourismbureaus and
mall or shopping center management know that successful marketing is linked to an
effective advertising campaign, which considers the characteristics of its target audience
(Mohsin, 2005). This research de?nes three distinctive tourist motivations with differing
degrees of shopping center expectations. All three of these tourist shopper motivations may
well co-exist in the same family or tourist unit (e.g. convention attendees, tour participants).
Promotional materials can be developed to appeal to all three types simultaneously, thus
enhancing the attractiveness of a shopping venue three-fold.
While logical to assume that the importance of certain attributes would lead to overall
satisfaction and this to re-patronage intention, the data in this study did not support that
hypothesis. Overall satisfaction does predict re-patronage intention, at least with the
participants in the present study. Until research can de?ne the elements of overall
satisfaction, promotional materials can be developed to highlight the different attributes
desired by tourists with different travel motivations.
More speci?cally, superregional malls should highlight the variety of attributes and
experiences available for the whole family or the entire group. There is something for
everyone in the superregional center. Similarly the theme/festival center should highlight
variety, particularly the friendliness of the venue and value for the experience to appeal to a
broad scope of tourist shoppers. On the other hand, the patrons of the super off-price center
are more focused in their desires, so this venue should direct promotional materials and
events more speci?cally to tourist shoppers with different travel motivations.
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Corresponding author
Tammy R. Kinley can be contacted at: [email protected]
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