CULTURAL DIFFERENCES IN SHOPPING FOR LUXURY GOODS: WESTERN,ASIAN, AND HISPANIC TOURISTS

This study examines the significant differences in shopping for luxury goods among Western, Asian, and Hispanic tourists and, in particular, the perceived importance of different types and characteristics of the luxury consumer and travel goods tourists buy on vacation. The results show that Western, Asian, and Hispanic tourists‐shoppers significantly differ in the perceived importance of luxury consumer and travel goods and their characteristics. Western and Asian tourists attach more importance to buying “gifts for others” than Hispanic tourists. Asian tourists attach more importance to buying “golf equipment,” “health spa/wellness treatment,” “luxury cruises,”and “luxury yachts/rentals” than Hispanic tourists. Western tourists attach more importance to “fine dining” than Hispanic tourists. Implications of the study results and recommendations for future studies are discussed.