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Journal of Travel Research
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Product and Process Orientations to Tourism Shopping

Hong Yu

Department of Design, Housing and Merchandising at Oklahoma State University in Stillwater

Mary Ann Littrell

Department of Apparel, Educational Studies, and Hospitality Management at Iowa State University in Ames

Tourists’ shopping behaviors for craft souvenirs were modeled and empirically tested in this study. A self-administered mail questionnaire booklet and a single-page written description of two craft retail stores were mailed to a sample of adults who shop during their travels. A total of 182 surveys was included in data analyses. Path analysis was used to examine the relationships between travel activities, beliefs about authenticity of crafts and about craft product features, attitude toward shopping experiences, and intention to purchase at product-and process-oriented shopping venues. Results provided support for linkages between spectator/recreational and socially engaged approaches to tourism and the shopping venues proposed by the researchers. Travel activities positively influenced tourists’ beliefs about authenticity of crafts and about craft product features. Beliefs about craft product features had a positive effect on attitude toward shopping experiences, which in turn affected purchase intention. Implications for tourism retailers are provided.

Key Words: tourism shopping • craft souvenir • craft retailers • intention to purchase

Journal of Travel Research, Vol. 42, No. 2, 140-150 (2003)
DOI: 10.1177/0047287503257493
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