The Current Context of Shopping Tourism in Spain: An Analysis of Purchasing Behavior and Motivations
Abstract
Objective: This paper aims to assess the importance that tourists place on shopping during their travels. Particularly, it seeks to identify the key factors influencing their purchasing decisions, with special attention to generational similarities or differences among Baby Boomers, Generation X, Generation Y (Millennials), and Generation Z (Centennials).
Design/Methodology: Based on data collected through a survey administered to residents of Spain, the study applies a quantitative methodology using descriptive and bivariate statistics.
Findings: The results indicate that, in Spain, shopping is generally not the primary motivation for travel. Nonetheless, nearly one-third of respondents acknowledged having visited a destination specifically to make purchases. Notably, seven out of ten Generation X participants reported doing so. This generation also exhibited a greater propensity to shop during trips, dedicating more time and budget to this activity than other age groups.
Conclusions: Price, promotions, third-party recommendations, proximity to accommodation, and product exclusivity are the most influential factors motivating tourist purchases. Despite this, shopping is considered moderately important when compared to other travel-related activities.
Originality: This study provides a novel perspective by examining shopping tourism through a generational lens. It contributes to the understanding of an economic phenomenon that holds significant potential for revitalizing local commerce and thus boosting employment and economic growth.
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