The purpose of this paper is to analyze tourist and trip‐related characteristics and tourist motivations in connection with the decision to participate in shopping and for those tourists who decide to participate, the main determinants of the amount of expenditure.
By estimating a Heckman model this paper analyses characteristics relating to the decision to participate in shopping and characteristics related to the amount of corresponding expenditure. The explanatory variables included in the model are tourist motivations and tourist and trip‐related characteristics. Data used for the analysis come from a survey conducted in the high season of 2008 in Mallorca (Spain), a leading Mediterranean sun and sand destination.
The results indicate different motivations and tourist and trip‐related characteristics are associated with the decision whether or not to participate in shopping and with the level of shopping expenditure. This facilitates the identification of the type of tourist, which may be of more interest to the destination in terms of shopping behaviour.
The results are useful in identifying tourist profiles with a different propensity to participate in shopping and with different levels of expenditure. This information may be useful for destination managers interested in promoting shopping activities. Encouraging shopping behaviour may be a way of increasing tourist expenditure at destinations and of providing direct benefits for the local economy.
Tourism literature has given only very limited attention to research on characteristics related to shopping behaviour. This study deals with this subject and it provides information that can help promote shopping activities by tourists. The main contribution of this paper consists of the joint analysis of shopping participation and expenditure amount as a result of trip‐related characteristics and travel motivations.
