Tourists' shopping experiences at street markets: Cross-country research

Considering shopping as one of the most important motivations for travel, this study focuses on tourists' shopping attitudes towards street markets while on a vacation. Specifically, this study proposes and tests a conceptual model that assesses how price consciousness and perceived utility, as critical drivers of attitudes in street markets, may influence tourist satisfaction and future intentions. As opposed to the structure of previous research, this study is also based on a cross-national comparative study conducted among foreign tourists visiting Algarve, Portugal and Bodrum, Turkey, in the summer of 2011. Study findings confirm that price and utility perceptions are the most important marketplace cues and higher level of satisfaction moderates tourists' willingness to return or recommend street markets in both destinations.