A Study of Inbound Business Tourists' Shopping Behavior and Influencing Factors—A Case Study of the Canton Fair in Guangzhou

Abstract

Shopping facilities play an important role in the marketing and development of tourism destinations, and business tourists are an important and distinctive group of shoppers. Analysis of the shopping behavior of business tourists can contribute to enhancing the image of a destination, the promotion of retail sales, and the overall development of tourism. Canton Fair, which is the largest trade fair in China, contributes significantly to the development and promotion of shopping facilities in the city of Guangzhou. This study examines the shopping behavior of business tourists at the Canton Fair, and the factors influencing their behavior, based on a questionnaire survey and in-depth interviews. During the 105th Canton Fair in April 2009, 402 questionnaires were administered and 24 in-depth interviews were conducted. The results of the case study show that (a) business tourists behave differently from sightseeing tourists; (b) business travelers' shopping behavior is influenced by their sociodemographic characteristics, such as gender, age, cultural background, country of origin, and income level; and (c) the major factors that affect shopping behavior are the overall image and retail environment of the destination, the business tourists' association with and experience of the destination, and their personal tastes. The implications for merchants are also discussed.