Tourist shopping habitat: Effects on emotions, shopping value and behaviours

Research and anecdotal evidence suggests that satisfaction from shopping is not necessarily derived from acquiring goods. In this context, the shopping environment itself may become part of the tourist's experience influencing subsequent shopping behaviours and evaluations. Exterior environment in shopping districts at destinations deserves attention in that macroclimate is the first set of cues normally seen by the tourist. If macroenvironment is not attractive and inviting, the rest of the in-store atmosphere may not matter. The environment of shopping locations at destination must be pleasing and induce approach behaviours for the retail sector to be successful. This research explored the relationships between the shopping environment and tourists’ emotions, shopping values and approach behaviours. The emotional state and shopping value created by the shopping environment were found to influence enjoyment of shopping, willingness to talk to salespeople, revisit intentions, and tendency to spend more money and time than originally planned. Management implications are discussed.