Assessing Tourists’ Satisfaction with their Shopping Experience in Istanbul
Journal Title: GeoJournal of Tourism and Geosites - Year 2016, Vol 18, Issue 2
Abstract
Even though it is rarely the main motivator for travel, shopping is a very important activity once tourists have arrived at the destination. Using a combination of quantitative and qualitative methods, this study has investigated whether or not tourists visiting Istanbul were satisfied with their shopping experience. We found that the great majority of them had indeed had an excellent or good shopping experience. With the exception of gender and “shopping as a secondary motivation to travel”, demographic, travel, and motivation attributes were not found to determine statistically significant differences in shopping satisfaction levels. Most of the complaints referred to the behavior of the salespersons, considered to be too aggressive and, sometimes, dishonest, price variations and the culture of bargaining, the low quality and lack of originality of some products and the lack of variety in Turkish shops. Tourism planners could act to eliminate or, at least minimize, the main shortcomings to a satisfactory shopping experience as evidenced by tourists in our interviews while marketers could use the results to better target their customers.
Authors and Affiliations
EGRESI István, POLAT Duygu
Keywords
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