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Tourist shopping preferences and expenditure behaviours: The case of the Taiwanese outbound market

Department of Hospitality and Tourism Management, Purdue University, xinran{at}purdue.edu

Liping A. Cai

Department of Hospitality and Tourism Management, Purdue University

Joseph T. O’Leary

Department of Recreation, Park and Tourism Studies, Texas A&M University

Tzung-Cheng Huan

Graduate Institute of Management, National Chia yi University, Taiwan

Using data from the 1999 Survey of Taiwanese Outbound Travellers, this research quantitatively examined tourists’ shopping preferences and behaviours in relation to their socio-demographic characteristics and trip attributes. Results indicated that travel purpose, travel style, age and gender were significant factors influencing the amount of money travellers spent on shopping and the items that they preferred to buy. Such understanding affords destinations and retail businesses practical knowledge useful for destination marketing, product development, retail merchandising and customer service. Basic questions can be addressed more confidently, such as what the most popular items for a well-defined demographic group are, and what factors can be used to predict the spending level of tourist shoppers.

Key Words: tourist shopping behaviour • souvenir shopping • tourism shopping • Taiwanese tourists

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