How does perceived crowding moderate tourist shopping experience and satisfaction relationship?
International Journal of Tourism Cities
ISSN: 2056-5607
Article publication date: 18 September 2020
Issue publication date: 24 February 2021
Abstract
Purpose
The purpose of this study is to investigate the direct impact of shopping experience of tourists on their satisfaction with shopping, while perceived crowding is used as a moderator in this relationship.
Design/methodology/approach
The proposed conceptual model was tested by an empirical study where the data were collected from 411 German tourists, visiting Kaleiçi, Antalya-Turkey.
Findings
The study results revealed that tourist shopping experience (consisting of education, esthetic, entertainment and escapism dimensions) significantly determines satisfaction with shopping. Moreover, crowding perception has a two-dimensional structure, as human and spatial crowding. Human crowding, which reflects high human density, is found to negatively moderate the effect of shopping experience on satisfaction, where spatial crowding, which is related to high space density, does not influence this relationship.
Originality/value
This study exceptionally shows that crowding perceptions of German tourists in shopping are affected by both human and spatial crowding. In addition, the moderating role of perceived crowding is clarified in the relationship between shopping experience and satisfaction.
Keywords
Acknowledgements
This research was supported by the Scientific and Technological Research Council of Turkey (TUBITAK- Project No. 117K960).
Citation
Albayrak, T., Güzel, Ö., Caber, M., Kılıçarslan, Ö., Dursun Cengizci, A. and Güven, A. (2021), "How does perceived crowding moderate tourist shopping experience and satisfaction relationship?", International Journal of Tourism Cities, Vol. 7 No. 1, pp. 46-62. https://doi.org/10.1108/IJTC-02-2020-0028
Publisher
:Emerald Publishing Limited
Copyright © 2020, International Tourism Studies Association.