Shopping destination competitiveness: scale development and validation

ABSTRACT

As shopping becomes ever more important to tourists, this interest increasingly drives their destination choices. That is, shopping tourists tend to consider destinations to be more attractive and competitive if they offer key shopping resources. Therefore, this study aims to develop and validate a measurement scale for shopping destination competitiveness, which can provide an identification of shopping- and destination-specific attributes and dimensions. In theoretical terms, this study contributes to the literature by integrating a model of destination competitiveness with a servicescape model and with the current Globe Shopping Index, to investigate shopping destinations at a macro-level. Five hundred and twenty-three usable samples were obtained for data analysis. The findings suggest that shopping destination competitiveness has nine key dimensions: shopping atmosphere, merchandise, store service orientation, affordability, Korean pop culture, safety climate, accessibility, government promotion, and attractiveness.