tourist shopping as a way to support local production ... purchase local souvenirs and support local ... business value, often raised rents and local business.
Understanding Tourist Shopping Village Experiences on the Margins
Laurie Murphy James Cook University, Australia Gianna Moscardo James Cook University, Australia Pierre Benckendorff The University of Queensland, Australia
This is an author copy of the following publication: Murphy, L., Moscardo, G., & Benckendorff, P. (2013). Understanding Tourist Shopping Village Experiences on the Margins. In J. Cave, L. Jolliffe & T. Baum (Eds.), Tourism Souvenirs on the Margins: Glocal Perspectives. Bristol: Channel View. Benckendorff, P. & Moscardo, G. (2013). Generational Cohorts and Ecotourism. In Ballantyne, R. & Packer, J. (Eds). International Handbook of Ecotourism. Edward Elgar.
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Understanding Tourist Shopping Village Experiences on the Margins Laurie Murphy James Cook University, Australia
Gianna Moscardo
James Cook University, Australia
Pierre Benckendorff
The University of Queensland, Australia
Introduction Tourism is often encouraged by governments and development agencies as a way to support traditional economic and social activities in regional areas, especially peripheral or marginal places. Many small villages on the margins have turned to tourism as a development option and have pursued, either deliberately or by serendipity, a strategy of offering tourist shopping as a way to support local production of arts, crafts, and specialist food and beverage (Murphy, Benckendorf, Moscardo & Pearce, 2011a). Small villages on the margins that provide retail outlets have been referred to as Tourist Shopping Villages (TSVs) (Getz, 2000). But there is little consistent evidence that the development of tourist shopping brings benefits for local residents and/or producers. This chapter will examine the challenges that tourism presents to these TSVs, focusing on the links between the availability of locally produced souvenirs, positive tourist experiences and the maintenance of support for local souvenir production and sales. In particular the chapter will analyse the nature of shopping experiences in these villages on the margin and the links between these experiences and consumption of locally produced souvenirs. Wilkins (2011) provides an overview of research into souvenirs and in that work offers several definitions, concluding that souvenirs are purchases made by tourists that can act as tangible evidence of tourist experiences, as aids to the recollection of experiences, as gifts for self and others, and as symbols that give meaning to tourist experiences. From this it is clear that any number of things can be seen as souvenirs, but typically they are objects with a close connection to the place visited. For the purposes of this chapter, souvenirs will be defined as any product purchased by tourists for other than utilitarian purposes that has a physical or symbolic connection to the destination. These can include food, beverages, arts, crafts, homewares, apparel, toys and books (Collins-‐Kreiner & Zins, 2011; Wilkins, 2011). The focus in this chapter
is particularly on tourists purchasing locally produced souvenirs. Most of the research into souvenirs has analysed the ways in which souvenir production evolves over time and the interaction between destination culture, tourism development and souvenir design focussing on issues of authenticity and commodification (Swanson &Timothy, 2012). In this chapter we are more concerned with how the production, presentation and sale of souvenirs can assist local communities in peripheral regions. The authors have been involved in a series of research projects conducted in more than 50 TSVs in Australia, Canada, New Zealand, the United States, England and Ireland (see Murphy, Moscardo, Benckendorff & Pearce, 2008; Murphy, Pearce, Benckendorff & Moscardo, 2008; Murphy, Benckendorff, Moscardo & Pearce, 2011a; and Murphy, Moscardo, Benckendorff & Pearce, 2011b) and these studies provide evidence that: §
it can be difficult to get tourists to actually buy products while visiting the villages;
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pressures from tourism growth can also make it difficult to retain locally produced arts, crafts, and food and beverages as the core products sold in the village: and
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key dimensions of the tourist experience are likely to have significant impacts on visitors’ souvenir purchasing.
To better understand the factors that support tourist consumption of locally produced souvenirs in TSVs this chapter will provide a review of the relevant literature focussing on the evolution of TSVs and implications for both the nature of the tourist experience and consumption of local souvenirs. It will then examine in more detail evidence from surveys conducted at two Australian TSVs, Hahndorf and Montville. An analysis of the connection between tourist experience and purchase was conducted
Murphy, L., Moscardo, G., & Benckendorff, P. (2013). Understanding Tourist Shopping Village Experiences on the Margins. In J. Cave, L. Jolliffe & T. Baum (Eds.), Tourism Souvenirs on the Margins: Glocal Perspectives. Bristol: Channel View.
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specifically for this chapter which identified a number of features of TSV presentation and management that contribute to a greater likelihood of a souvenir purchase and these results will be presented. The
chapter concludes by identifying key dimensions of the village experience that can encourage tourists to purchase local souvenirs and support local communities on these margins.
Literature Review Two key traditions of research are relevant to the present discussion – studies into the evolution or development of TSVs and studies linking features of tourist shopping experiences to the purchase of souvenirs. Studies into TSV development pathways reveal some consistent patterns and Murphy and colleagues (2011a) provide a detailed description of two of these patterns. In their study, conducted with key stakeholders in a number of TSVs in the US New England region, the interviewees identified a number of changes in the TSVs resulting from tourism growth and amenity migration. In the first development pattern these two processes were related, with amenity migration partly driven by the availability of business and employment generated by tourism development, and in turn fuelling development and change in tourist retailing opportunities. Growth in tourist numbers and/or resident population increased the range of ancillary services like accommodation and restaurants and the value of existing businesses. Landlords, encouraged by increased revenue and business value, often raised rents and local business owners sold to other external parties taking advantage of the rising real estate values. The rise in property prices then made it difficult for local producers and artisans to remain in the village and they were often replaced by larger operations selling more generic souvenirs. Alternatively, in the second development pattern the increased tourist and resident numbers, combined with low land prices, encouraged outlet mall developers and a rise in ‘big box’ and budget retail options. The people interviewed in this study were divided in their responses to these evolutionary paths. For some, tourism development offered economic and social opportunities that enhanced their quality of life, and they believed that the outlet malls and more generic and budget shopping options attracted visitors who also supported smaller local businesses. Others felt that the changes in retail options attracted a different type of tourist who was not interested in regionally distinctive souvenirs. In all of these discussions there was an assumption that changes in retail options altered the nature of the experience available to the tourists and consequently affected support for locally produced goods and services. These development cycles have also been described and linked to the concept of creative destruction in a number of other TSVs in Canada and China by Mitchell (2003) and colleagues (Mitchell, & de Waal, 2009; Fan, Wall & Mitchell, 2008).
What is important to note in these discussions of TSV evolution is the lack of evidence about the nature of the tourist shopping experiences and how this is linked to actual purchases. Many assumptions are made about how the changing nature of the shops and the village atmosphere is likely to influence tourist behaviour but very little evidence exists to test these assumptions. There is, however, some evidence available from research into leisure shopping in general. Reviews conducted by Turley and Milliman (2000), Machleit, Meyer and Eroglu (2005) and Underhill (2004), for example, identify three sets of factors that can make a significant contribution to positive shopping experiences: §
Ambient variables such as air quality, cleanliness, comfort and lighting;
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Design variables such as signage, window displays, payment options and variety and quality of merchandise; and
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Social variables such as crowding, staff attitudes and social interactions.
While these shopping experience factors have been consistently linked to overall experience evaluations there is much less evidence linking them to purchase behaviour because very few studies have measured actual buying behaviours. Most research focusses on intention to purchase which has been shown to be positively related to actual purchase behaviour (Tsiotsou, 2006). Research conducted into actual purchase behaviour suggests that there is a positive link between satisfaction with shopping experience factors and actual buying behaviour (Zhuang, Tsang, Zhou, Li & Nicholls, 2006; LeHew & Wesley, 2007). This research also shows that the levels of actual shopping expenditure for leisure shoppers is, however, often lower than expected by store owners and managers because the enjoyment for leisure shoppers lies mainly in the process of shopping not solely in the purchase of the goods (Zhuang et al., 2006; Jones, Reynolds & Arnold, 2006; LeHew & Wesley, 2007). This is consistent with findings reported by Murphy and colleagues (2008) where business owners and government officials participating in workshops conducted in four Australian TSVs stated that many tourists browse but very few actually shop. In summary, there is evidence that changes designed to encourage the touristic appeal of TSVs can have a number of unintended negative impacts on the residents of these villages. These changes can discourage both the production and presentation for
Murphy, L., Moscardo, G., & Benckendorff, P. (2013). Understanding Tourist Shopping Village Experiences on the Margins. In J. Cave, L. Jolliffe & T. Baum (Eds.), Tourism Souvenirs on the Margins: Glocal Perspectives. Bristol: Channel View.
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sale of local souvenirs, as well as tourist purchases of local souvenirs. It seems that in some places the development of tourist attractions, festival and events programs and street entertainment can support a positive tourist experience but leave little attention left for shopping of any sort. Understanding the links between dimensions of the shopping experience, with a particular focus on features linked to local souvenirs, overall satisfaction with the TSV experience, and purchase behaviours and intentions is important in supporting the success of strategies to use tourist shopping for local souvenirs as a way to support traditional activities and economies of places on the margins. The study presented in the following sections attempts to address this gap in our understanding of tourism shopping. The Research Setting Both Hahndorf and Montville are small rural villages on the periphery of the urban centres of Adelaide and Brisbane respectively. Hahndorf was settled by German settlers in the late 1840s and German heritage is expressed through food, wine and art and forms a major part of the tourism promotion for the town (Murphy et al, 2011a). In addition the town has 22 state heritage listed buildings and has since the 1970s become a major tourist destination (Department of Heritage and Environment, 2009). Montville is located northwest of Brisbane, in the hinterland of a major coastal tourism destination, the Sunshine Coast. Montville grew as a service centre for forestry and dairy farms, but, like many other rural areas in Australia, experienced major changes in the 1970s and 1980s as a result of a decline in traditional
agricultural activities. A number of alternative lifestyle groups moved into the surrounding area attracted by the possibility of buying cheap but productive agricultural land to support communes, the access to natural environments and the warmer climate (Carter, Dyer & Sharma, 2007; Metcalf, 1995). The production of arts and crafts by these residents created new economic opportunities and led to the rejuvenation of Montville as a mountain rainforest-‐ themed centre with subsequent tourist shopping development (Murphy et al, 2011a). These two TSVs share many of the characteristics of similar villages in the United States, Canada, the United Kingdom and New Zealand including being located in rural areas on the periphery of major urban or tourist centres, a focus on heritage buildings and a heritage streetscape as a key attraction, extensive street and landscaping, and a variety of souvenir, arts and craft stores supplemented by cafes and restaurants. Hahndorf has a clear and consistent German heritage theme and a number of longstanding local producers of food and wine and so has been able to retain many local products in its shops. In recent years, however, there has been a decline in the provision of local products and an increase in shops specialising in more luxury branded goods. Montville has had a less coherent theme with many new buildings in an eclectic mix of architectural styles and shops providing a range of goods but little specifically produced in the local region. The use of these two villages thus provides differing village experiences and the opportunity to explore links between tourist consumption and experience across a range of dimensions.
Study Methodology In order to better understand the nature of the tourist experience in TSVs, more than 700 tourists were surveyed in the two villages with approximately 500 surveys collected in Hahndorf and 200 in Montville. The surveys measured details of the types of purchases made, the amount spent, and the likelihood of purchasing souvenirs once back home, as well evaluations of the TSV experience and shopping opportunities, motivations, expectations and personal characteristics. The TSV experience dimensions were measured in two parts – elements or features of the shops within the village and elements of the overall
TSV experience. In each case tourists were asked to rate both the importance of each dimension to them and the performance of the village and the shops they visited. The surveys were collected at main transit nodes within the villages and were conducted during two weeks in the peak tourist season and included weekdays, weekends and school holidays (see Murphy et al, 2011b for further method details). The resulting sample is profiled in Table 1 and provided data from a range of different tourists.
Table 1. TSV Visitor Sample Profile Variables
Sample Profile
Male Female
39% 61%
Usual Place of Residence Australia Overseas
86% 14%
Murphy, L., Moscardo, G., & Benckendorff, P. (2013). Understanding Tourist Shopping Village Experiences on the Margins. In J. Cave, L. Jolliffe & T. Baum (Eds.), Tourism Souvenirs on the Margins: Glocal Perspectives. Bristol: Channel View.
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Variables Visited the village previously
Sample Profile 72%
Length of stay away from home Day trip 2-3 days 4-7 days 7 days
45% 11% 15% 29%
Travel Party Alone Spouse/partner Family Friends Tour or other group
6% 41% 29% 19% 5%
Results and Discussion Patterns of Souvenir Purchase The surveys conducted in these two TSVs included questions that asked respondents to estimate their expenditure in a number of different categories. Table 2 summarises the patterns of responses to these questions and shows that a considerable proportion of visitors do not spend very much in the villages beyond food and beverage with more than half not purchasing anything from the local shops and the majority of those that do purchase from these local shops spending less than AUD$30 or less. This is consistent with Lehew and Wesley’s (2007) research on tourist behaviour in shopping malls or centre. Table 2: Summary of Expenditure Type of Expenditure (n=702) Food & Drink Purchases from Shops Accommodation in/near TSV
% who report expenditure in category 64% 46% 13%
Mean expenditure of those who did AUD$43 AUD$30 AUD$250
The sample of tourists were asked to rate their likelihood of: buying products from the TSV if they were available for purchase in stores at home (28% very likely for Hahndorf, 8% for Montville); ordering products directly from TSV suppliers (10% very likely for Hahndorf, 5% for Montville); and recommending products from the TSV to friends and family (47% very likely for Hahndorf, 23% for Montville). Three important points need to be made about these figures on post-‐visit purchase behaviour. Firstly, these are measures of intended rather than actual behaviour. Secondly, the differences between the two TSVs reflect differences in opportunities in that there are a number of foods and wines from Hahndorf
available in stores nationwide making it easier to engage in post-‐visit consumption. Thirdly, there are opportunities through souvenir production and retail to use tourists to support the activities and economies of these peripheral villages. For example, when those who said they were likely to engage in post-‐visit purchase or recommend purchases were asked what they would be likely to purchase, the six most common options were food (62%), craft (41%), wine (37%), art (28%), homewares (12%) and clothing (12%). All of these categories are possible options for supporting communities on the margins. These opportunities offered by TSVs were also supported by the finding that there were significant positive correlations between overall satisfaction with the TSV experience and ratings of how well the TSV performed on various dimensions, and measures of expenditure (see Table 3). The correlations presented in Table 3 confirm overall links between performance on shopping experience dimensions, a positive tourist experience and an increased likelihood of buying souvenirs in the TSV. Linking Satisfaction, Shopping Experience and Souvenir Purchase To further examine the details of these relationships the tourists in the sample were organised into four shopper groups based on propensity to purchase or recommend local products post-‐visit and whether or not purchases were made on site. The resulting four groups were labelled Non-‐Shoppers (29%) who did not purchase any souvenirs on site and had low ratings for all the post-‐visit purchase variables; Local Only Shoppers (27%) who did purchase souvenirs on site but had low ratings for the post-‐visit purchase variables; Post-‐Visit Only Shoppers (20%) who did not purchase on site but who gave high ratings on the post-‐visit purchase variables; and Local and Post-‐Visit shoppers (24%) who were both consumers onsite and post-‐visit.
Murphy, L., Moscardo, G., & Benckendorff, P. (2013). Understanding Tourist Shopping Village Experiences on the Margins. In J. Cave, L. Jolliffe & T. Baum (Eds.), Tourism Souvenirs on the Margins: Glocal Perspectives. Bristol: Channel View.
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Table 3: Correlations between Overall Satisfaction, TSV Performance and Expenditure Score on total performance on TSV dimensions Score on total performance of the Shops within the village Score on total performance on TSV dimensions Overall Satisfaction
Overall Satisfaction
Expenditure in the Shops
0.54 0.48 0.12
Figures are Kendall’s Tau-B and all are significant at p
