Relationship between the arrangement of shopping activities and consumer prepurchase perceptions of group package tours |
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| Authors: | Sheng-Hshiung Tsaur Chih-Hung Wang Hsueh-Hung Liu |
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| Institution: | 1. Department of Marketing and Tourism Management, National Chiayi University, Chiayi City, Taiwan, ROC;2. Graduate Program of Sustainable Tourism and Recreation Management, National Taichung University of Education, Taichung, Taiwan, ROC;3. Graduate School of Tourism Management, Chinese Culture University, Taipei, Taiwan, ROC |
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| Abstract: | Shopping is an indispensable part of a group package tour and an activity that substantially affects the travel experience and quality. However, few studies have focused on shopping-spot types and arrangements. This study examined the effects of shopping-spot types and arrangements in trip itineraries on consumer prepurchase perceptions. Survey data were collected from 282 outbound tourists in Taiwan. A 2?×?2 mixed factorial design was employed to test the hypotheses. Our main results demonstrate that a process-oriented shopping spot combined with an official tour itinerary was preferred by consumers. By contrast, a product-oriented shopping spot combined with a tourist shopping habitat was less preferred by consumers. The findings suggest strategic directions for travel managers to design package tour itineraries and conduct marketing planning. Managerial implications of this study and future research directions are discussed. |
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| Keywords: | Itinerary design shopping spot prepurchase perception group package tour |
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