Tourist market segmentation by motivation to shop: A case study of Istanbul, Turkey
Previous research has indicated that shopping could make up for a significant part of the tourist experience and could provide significant benefits to destinations by contributing to local retail revenue and by generating many jobs. In order to design better marketing strategies, destination manager...
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| Format: | Article |
| Language: | English |
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University of Novi Sad, Department of Geography, Tourism and Hotel Management
2017-01-01
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| Series: | Geographica Pannonica |
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| Online Access: | http://scindeks-clanci.ceon.rs/data/pdf/0354-8724/2017/0354-87241704243E.pdf |
| _version_ | 1818143399026360320 |
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| author | Egresi István |
| author_facet | Egresi István |
| author_sort | Egresi István |
| collection | DOAJ |
| description | Previous research has indicated that shopping could make up for a significant part of the tourist experience and could provide significant benefits to destinations by contributing to local retail revenue and by generating many jobs. In order to design better marketing strategies, destination managers must understand what attracts tourists to a destination and makes them shop while there. However, tourists represent a heterogeneous group and subgroups of individuals are motivated to visit a destination for a variety of reasons. The primary purpose of this study is to segment tourist shoppers visiting Istanbul according to their motivation to shop. Five distinctive groups of 'product-focused shoppers', 'shoppers for cultural experience', 'reluctant shoppers', 'difference seekers' and 'total shoppers' were found and compared by the geographical origin of the tourists, their socio-demographic characteristics, travel characteristics and behaviour, primary motivation for the trip, activity participation and shopping preferences and attitudes. The findings indicate that destination marketers must develop their strategies and marketing products to address the heterogeneity of motivations underlying tourist shopping. |
| first_indexed | 2024-12-11T11:31:03Z |
| format | Article |
| id | doaj.art-d2fd11e352ec4d9183cb599ef2a6c19e |
| institution | Directory Open Access Journal |
| issn | 0354-8724 1820-7138 |
| language | English |
| last_indexed | 2024-12-11T11:31:03Z |
| publishDate | 2017-01-01 |
| publisher | University of Novi Sad, Department of Geography, Tourism and Hotel Management |
| record_format | Article |
| series | Geographica Pannonica |
| spelling | doaj.art-d2fd11e352ec4d9183cb599ef2a6c19e2022-12-22T01:08:52ZengUniversity of Novi Sad, Department of Geography, Tourism and Hotel ManagementGeographica Pannonica0354-87241820-71382017-01-012142432600354-87241704243ETourist market segmentation by motivation to shop: A case study of Istanbul, TurkeyEgresi István0Department for Management of Science and Technology Development, Ton Duc Thang University, Ho Chi Minh City, Vietnam + Faculty of Environment and Labour Safety, Ton Duc Thang University, Ho Chi Minh City, VietnamPrevious research has indicated that shopping could make up for a significant part of the tourist experience and could provide significant benefits to destinations by contributing to local retail revenue and by generating many jobs. In order to design better marketing strategies, destination managers must understand what attracts tourists to a destination and makes them shop while there. However, tourists represent a heterogeneous group and subgroups of individuals are motivated to visit a destination for a variety of reasons. The primary purpose of this study is to segment tourist shoppers visiting Istanbul according to their motivation to shop. Five distinctive groups of 'product-focused shoppers', 'shoppers for cultural experience', 'reluctant shoppers', 'difference seekers' and 'total shoppers' were found and compared by the geographical origin of the tourists, their socio-demographic characteristics, travel characteristics and behaviour, primary motivation for the trip, activity participation and shopping preferences and attitudes. The findings indicate that destination marketers must develop their strategies and marketing products to address the heterogeneity of motivations underlying tourist shopping.http://scindeks-clanci.ceon.rs/data/pdf/0354-8724/2017/0354-87241704243E.pdfshopping tourismshopping motivationmarket segmentationIstanbulTurkey |
| spellingShingle | Egresi István Tourist market segmentation by motivation to shop: A case study of Istanbul, Turkey Geographica Pannonica shopping tourism shopping motivation market segmentation Istanbul Turkey |
| title | Tourist market segmentation by motivation to shop: A case study of Istanbul, Turkey |
| title_full | Tourist market segmentation by motivation to shop: A case study of Istanbul, Turkey |
| title_fullStr | Tourist market segmentation by motivation to shop: A case study of Istanbul, Turkey |
| title_full_unstemmed | Tourist market segmentation by motivation to shop: A case study of Istanbul, Turkey |
| title_short | Tourist market segmentation by motivation to shop: A case study of Istanbul, Turkey |
| title_sort | tourist market segmentation by motivation to shop a case study of istanbul turkey |
| topic | shopping tourism shopping motivation market segmentation Istanbul Turkey |
| url | http://scindeks-clanci.ceon.rs/data/pdf/0354-8724/2017/0354-87241704243E.pdf |
| work_keys_str_mv | AT egresiistvan touristmarketsegmentationbymotivationtoshopacasestudyofistanbulturkey |