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Title: Tourists' perceived value of shopping tourism : an investigation on the dimensions of trust on the shopping destination
Authors: Choi, Mi Ju
Keywords: Hong Kong Polytechnic University -- Dissertations
Retail trade
Issue Date: 2015
Publisher: The Hong Kong Polytechnic University
Abstract: Shopping has become a basic element of tourism. Tourists recognize the distinct features and culture of a region through shopping, and the effect of shopping tourism can generate a positive image for the culture of a region to create and contribute to the intention of tourists to revisit a destination. Destination marketing organizations (DMOs) promote locations by highlighting the facilities that promote convenient shopping, as well as various benefits for shopping in that location. Such a strategy is prompted by the positive economic and socio-cultural effects of tourism shopping attraction. In other words, DMOs attempt to encourage tourist shopping activities and attract shopping tourists to their destinations. Perceived value has garnered the attention of marketing managers and researchers as the most influential factor in the measurement of tourist satisfaction and revisiting intention. However, few studies have considered tourists' perceived value in relation to shopping tourism, and those that did focus on shopping tourism had limited scope. Therefore, investigating tourists' perceived value of shopping tourism can help researchers gain better insights for the literature on tourism and provide practical implications to DMOs. The current study is based on regulatory focus theory (RFT). RFT identifies the methods individuals employ to approach pleasure and avoid pain. Similarly, tourists are likely to visit more trusted shopping destinations to maximize pleasure (by shopping) and minimize risk. Trust is the most important factor ensuring the success of business transactions, because arguably, this mechanism reduces the complexity of human behavior in situations of uncertainty. Trust reduces the risk perceived during a transaction and reflects the human characteristic of avoiding or minimizing risk. From this perspective, trust in a shopping destination functions significantly by being convincingly trustworthy for shopping tourists. Hence, the current study examines the role of trust for shopping destinations on improving tourists' perceived value arising from shopping tourism. Influential aspects of trust may vary between genders. Therefore, gender can moderate the relationship between trust for a shopping destination and tourists' perceived value of shopping tourism.
To recapitulate, the purposes of this study are as follows: (1) to investigate tourists' perceived value of shopping tourism, (2) to identify dimensions of shopping destination trust, (3) to examine how shopping destination trust affects tourists' perceived value of shopping tourism, (4) to explore whether or not gender moderates the relationship between shopping destination trust and tourists' perceived value of shopping tourism, and (5) to provide academic contributions and practical implications for DMOs to attract shopping tourists to meet the needs of shopping tourists. This study develops hypotheses regarding the relationships among shopping destination trust, tourists' emotional and social values of shopping tourism, tourists' functional values in relation to cost/value for money and quality/performance. Gender was used as a moderating variable. After the data collection and data screening, 708 samples were considered for data analysis. This sample comprised shopping tourists who visited Hong Kong. Research findings reveal that five out of eight hypotheses are supported. Specifically, the relationship between shopping destination trust and each of the tourists' perceived values of shopping tourism are statistically significant. However, only gender moderates the relationship between shopping destination trust and tourists' functional value (quality/performance) of shopping tourism. The most important implication of this study is its expansion of the range of studies on shopping tourism by examining tourists' perceived value of shopping tourism. Although there are many studies on shopping related to tourism, few studies on shopping tourism consider shopping as the primary motivation for travel. The current study contributes to the establishment of a new construct, namely, shopping destination trust. The finding reveals that shopping destination trust consists of ten dimensions, namely, benevolence, integrity, competence, predictability, ability, transaction security, reputation, product, liking, and risk avoidance. This study also confirms that the dimensions contribute to shopping destination trust. Given that no research has attempted to investigate the dimensions of shopping destination trust, this study is expected to shed light on further research topics in the field of shopping tourism. Furthermore, the findings from the current study not only fill the gaps from previous studies on shopping tourism, but also provide recommendations for DMOs.
Description: xvi, 305 pages
PolyU Library Call No.: [THS] LG51 .H577P SHTM 2015 Choi
Rights: All rights reserved.
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