- What motivates people to shop for leisure?
- What is the impact of strategies adopted by shopping malls in enhancing leisure shopping?
- What is the benefit of leisure shopping?
To address the research questions, a literature review was performed to highlight the relevant work on these thematic areas.
Elena Millan (2007) states that there has been a rapid change in the retail trade. This trend is characterized by leisure shoppers who go to various destinations in Hungary to make their purchases. Additionally, the messages about the behavior of consumers have been considered to be kind among many shoppers. Therefore, the stores seem to be pleasurable to shop, but the responses regarding shopping are varied from one person to another.
There are many reasonable motivations for people to go shopping. These motives are related to leisure and pleasure. It is exciting to justify the reasons for people to go shopping by Millan states that the broad purposes of shopping, such as experiential and product, are dominant in the current retail business (Millan, 2007). However, people tend to shop due to leisure instead of economic reasons. The primary model involved here is all about the process of making individual choices, which are interesting. Additionally, these decisions help us to understand the changes in shopping trends, generally, and also the understanding of the behavior of the level of markets becomes consequential.
Melody et al. (2006) state that malls can enhance the experiences of consumers, which were once witnessed in the parks for the amusement of people. For example, in the Disney World. Retailers have shifted much of their focus on the entertainment of their clients, and hence, this has been the motivating factor for shopping that is termed as leisure shopping. Therefore, laying more emphasis on shopping as a leisure activity helps shopping malls to be the best places for customers to buy (Melody et al., 2006). The customer who has intentions as a tourist will lead to opposition to the retailing industry’s growing interest in creating customer loyalty. Therefore, when the non-residents are attracted to the shopping malls, they establish a relationship with the sellers. Thus, it is essential when leisure shoppers develop an interest in a particular shopping center.
Travelers find shopping to be a highly prioritized activity both internationally and domestically. Many people do not finish a trip without shopping for leisure.
The people who travel can be defined as visitors, by the travel market. Therefore, as the extent of travel increases, shopping tends to increase also (Melody et al., 2006). Generally, tourists like to carry something home after they finish a particular trip. Leisure shoppers have many reasons for their actions. For instance, they seek for high-quality items, which are well designed. Therefore, as Melody notes, many tourists will spend more money to buy something while they are out of their homes. This helps them to get high quality as possible.
Mansour (2014) focuses on tourism segmentation studies. This regards the tendency of tourists to undertake shopping whenever they are out of their homes. The determinants of the decision of people to travel can be explained in terms of frequency and amounts spent while on vacations. Some of the leisure shoppers are motivated by psychological factors to engage in shopping, while others shop due to the need for prestige. Various motivations for leisure shopping include regression and the need to enhance kinship relationships (Mansour, 2014).
Usually, leisure shopping is evident in sports facilities, during significant events such as football games and other outdoor sports. Various tourist segments for leisure shopping include visiting friends and relatives, and also full house activities. Furthermore, the main element of segmentation of tourism-related events in the tourist activities. The people who travel from their country to a particular destination can be clustered on specific activities, which they like to engage in. These activities entail leisure shopping.
Mao-Ying et al. (2013) state that tourists have many goals to accomplish as they engage in leisure shopping. Therefore, some of them spend time on their holidays to look for items that they could bargain for on their own. Additionally, they go after the gifts that are commonly provided during the holiday seasons. The article concludes that leisure has a role to play in many circumstances among tourists, which has led to the widely acknowledged experiences. For instance, the experiences of leisure shoppers are studied in many regions to compare them, which leads to a valid conclusion on their traits.
Even though this source has some information on the shopping expectations among the international leisure shoppers, their motivations, feelings, and behavior cannot be compared with that at their home. This is a situation in which they realize that the market experiences are paradoxical (Mao-Ying et al., 2013). Therefore, the study has some practical implications, which involve the use of social media among tourist shoppers, to make their decisions. In most cases, online reviews play a significant role in determining the shopping decisions that they make.
The study has an only limitation when explaining the variations in experiences among leisure shoppers. For instance, gender was determined to be the main factor that influences their decisions.
Stebbins (2010) investigates shopping experiences among the people who view the activity as a leisure act. He focuses on window shopping, which most people find themselves doing on many occasions. Indeed, he reinforces the statement that window shopping is a clear illustration of leisure among shoppers. This involves the entry of shoppers into the market, looking at various items, and packaging the items. Usually, the latter reflects on how the details might be of help to those visitors in the shopping malls.
Additionally, window shopping has emerged to be the main element of contemporary urban tourism all over the world. It relates to tourism in many ways. The paper examines party shopping as an activity that has the potential of generating social capital (Stebbins, 2010).
Further, the author notes that shopping for leisure does not lead to the generation of social capital through the interaction of the members of society, who could not have a relationship with each other. However, the paper does not address the issue of whether the shopper who intends to consume a particular item is respected in their inner circles or not.
Jason et al. studies the entertainment seeking experience. Entertainment is regarded as an integral part of the marketing strategy by many shopping malls to lure or entice customers.
The study recognizes entertainment as a means of differentiation of the image of the shopping malls, and hence, it is a crucial determinant of the patronage decisions among the consumers. It reveals the attributes of the shopping centers that had been neglected — for instance, food, entertainment, and security. The author also notes that one of the main decisions that face retail shoppers is the place to shop. This decision becomes more complicating than ever because there is an increasing trend in the number of alternatives for shopping.
The study identifies two limitations, which are the findings were restrained to the local shopping centers and hence, it does not give an insight into the urban shopping centers.
Secondly, the study may not be representative of the entire population because it was carried out in an urban setting in Australia. However, this study provided a lot of evidence concerning the contribution of entertainment in shopping centers to get customers. The entertainment seeking segments are service centers and entertainment.
Therefore, management of the shopping centers would lead to the appreciation of the representation of entertainment in various market segments.
Mascardo studies shopping as an attraction to various destinations. This entails the investigation of the role that shopping does in multiple tourists destinations of choice. Regardless of the recognition that shopping is the main tourist activity, the feature for travel in recent times, has become the critical aspect of tourism.
Therefore, he examines the role that shopping precincts play in the development of tourist destinations, shoppers’ satisfaction and also, motivations for shopping.
Purchase of souvenir is also part of leisure shopping. This theme of leisure shopping regards the relationship between the investments and the tourist. These items may be bought for other reasons apart from leisure as many authors claim.
This study had many implications; for instance, part of the experience of tourists related to the frequency of shopping. Further, the results of this study indicate that tourist shoppers may be grouped into various categories. The concept map in this study suggests that buying souvenirs may be directed to meet the cultural and social interests. Additionally, leisure shoppers tend to shop to obtain the necessities in life.
Furthermore, shopping gives a person a chance to experience the social aspects of culture.
The retailers in the developed nations offer one-stop shopping. There are many reasons for this. For instance, they respond to the increasing demand for convenience about time-saving endeavors. Additionally, they tend to react towards the economies of scale that are created by the new technology is a retail business.
Indeed, the retail shopping centers have offered the buyers with the capacity to carry out one stop shopping. For instance, in the grocery sector, the supermarkets provide many commodities in various categories, for example, fruits and vegetables.
In the capitalization of the economies of scale, the retail stores are progressing considerably. For instance, they are capable of attracting many customers because of the low cost of purchase among buyers.
Additionally, the supermarkets have grown because of the search for high margins. In this case, the assortment of various items is accompanied by the reduction of costs and increased profit margins.
The supermarkets are attractive to leisure shoppers because they have their items displayed in a manner that buyers quickly pick them.
In summary, this journal explores the model for consumer choice in a retail business, based on the experiences of shoppers in supermarkets. This entails the one-stop shopping feature that brings a lot of convenience for the buyers.
Olson and Smith (2001) researched the visions in business and leisure. They investigated various shopping activities and also considered the development of travel sophistication. They claim that market segmentation plays a crucial role in the strategic positioning of different types of tourists, commonly called leisure shoppers.
The study found out that there exists a model that considers the activities of tourists in consumption and shopping, which support the advances in tourism activities in the nation (Olson and Smith, 2001). There are many stages that tourists undergo in their shopping experiences, some of which are related to the personal mastery of accomplishment of performance, emotional arousal and also modeling of skills.
Hawes, Gronmo and Arndt (1978) study the impact of shopping time on other activities. This also entails the comparison of various time budget spending. Leisure shopping affects the time that would have been spent in doing some exercises. This article adds knowledge to the existing studies on consumer habits in time management when shopping. Most of the shopping tend to waste a lot of time trying to decide the item that they should buy.
Many factors impact leisure shopping behavior among many people. For example, cultural and social factors play a vital role in leisure shopping because people like to buy items that embrace their identity in many dimensions.
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