Tourists' Shopping Orientations for Handcrafts

Abstract

Abstract This study was designed to explore key factors that influence tourists' shopping orientations for handcrafts. Specifically, the effects of shopping value, attitude toward shopping experiences, subjective norm on tourists' intention to shop/purchase at tourism retail stores, and demographical influence on tourists' shopping orientations were investigated. Mail survey method was employed for data collection. MANOVA, ANOVA, Pearson correlation, and multiple regressions were used in data analyses. Results suggested significant impact of utilitarian value and shopping companions' preference on tourists' attitudes toward shopping experiences, which in turn, affected their shop/purchase intentions. Findings also indicated that demographical factors such as sex, age, education, and income were associated with tourists' shopping orientations. Based on empirical findings, managerial implications for the souvenir and tourism retail industries were discussed.