Leisure Shopping and Fashion Tour: New Elements of the Marche Tourist Offer

In the last decade, the Italian region Marche has consolidated a respectable position in the national and international panorama of tourist destinations. A region, that in building its territorial brand, has used its peculiar mix of past traditions and modern innovations to offer tourists a complex territorial product. This blend of natural, cultural and historical resources succeeds in appealing and attracting even the most demanding visitor. Purchasing goods during a holiday has always been a significant activity of the tourism macro- industry, both from the economical and experiential point of view. Within the variable framework of the tourism market, where destinations and operators have to adapt and enhance their offer to better attract their targets, analyzing how shopping could be a primary, secondary or ancillary reason for traveling, is a matter of crucial interest. Such travels can require short movements, typically one-day or week-end trips, but can also be characterized by a longer duration where other experiences, besides shopping, are combined. This phenomenon and its demand have historically involved Italy, a country that can rely on a diversified and high-quality offer that valorizes and combines traditions, expertise and local products along with the offer of big international brands. Among the various itineraries offered, the ones that connect places of tradition, industriousness and local craftsmanship to areas designated to prestigious fashion brands and clothing outlets, are of particular interest. The incorporation of shopping activities within a vivid framework of traditional entrepreneurial businesses is both a pleasant and advantageous experience. It represents the opportunity for a renewed exploration of the area and the rediscovery of the best local production companies. The objective of this work, through a field survey and interviews with tourists, entrepreneurs and workers of these sectors, is to investigate the phenomenon in its territorial consistency in order to understand if there is a substantial cause and effect relationship between the two sectors.

A Behavioral Study on Leisure Shopping Purchasing in Supermarket Setup

Asian country retail sector blooming fast. Sri Lankan retail association expected a revolution in the retail sector. Recently Sri Lanka retail sector has been facing huge challenges with technology changes. Customers are more engaging with technology so in this situation, they are more informed toward their purchasing. Retailers use many strategies and tactics to attract customers and enhancing market shares. Most of the retailers have used 4ps strategies (product, price, place, promotions). Apart from those traditional retail strategies, retailers adopt more innovative strategies for getting customers. Recently they have engaged with enhanced retailers display settings, in-store initiatives, online listening strategies with digital marketing, build retail navigation with buzz marketing, enhancing merchandising windows display, and recently most of the retailers using curbside also to explore new retail features to customers.in addition to that retailers maintain good sales staff, using leverage social media like Facebook, Instagram, SMS marketing, email marketing, and online contest and referral retailer marketing and influence retailers' strategies. Sri Lanka retail sector accounts for approx. 34% of the country’s GDP,14% of the employments, and over 250 million. Footfall per annum thus contributing positively toward the national economy. Sri Lankan was ranked 12th in the global retail development index (GRDI). The supermarkets' service providers face competition to attract customers and enhance their shopping behavior, to increase retail market share. Therefore, supermarket service providers should be conscious of the leisure shopping factors affecting shopping behavior. This study aims to investigate the behavioral study of leisure shopping factors (wide choice, Atmosphere, Convenience, Salespeople, Location, promotional activity, merchandising policies) on customers' shopping behavior with regards to the retail industry. The objective of this study is to identify the level, relationship, and impact of leisure shopping factors on customer shopping behavior. This study was based on the customer's perspectives and their experiences with retail service. Data were obtained from a sample of 150 customers, and convenience sampling was used. The descriptive statistics, correlation, and regression analysis were used to analyses the data by using SPSS. The results revealed that leisure shopping factors have a significant impact enhance customer purchasing behavior. Same as, leisure shopping factors (wide choice, Atmosphere, Convenience, Salespeople, Location, promotional activity, merchandising policies) impact on customer buying behavior significantly through customer leisure shopping factors. The study contributes to existing Theoretical and practical knowledge by providing evidence regarding the relationship and impact between leisure shopping factors and customer buying behavior. The modern retail service providers, in Sri Lanka; it is growing rapidly with high competition between the service providers. Hence, this research has the potential to contribute to the overall modern retail service providers in terms of how to maintain long-term relationships between the service providers and their customers through the strategies of leisure shopping factors.

The effects of retail store characteristics on in-store leisure shopping experience

Purpose The purpose of this paper is to investigate the impact of store characteristics (i.e. product availability, product quality, store layout, employee politeness, décor, music, lighting, and aroma) on the various dimensions of in-store leisure shopping experience (i.e. hedonic, flow, escapism, challenge, learning, socialising, and communitas). Design/methodology/approach In order to achieve the study’s objectives, a quantitative on-site survey was conducted. Respondents were interviewed upon exiting fashion retail stores. Findings Findings indicate that not all store characteristics impact the various dimensions of experience in the same way. Product quality and in-store music were found to be the most important in-store characteristics that affected the majority of experience dimensions. Other important store attributes that emerged were store layout and ambient scent. Conversely, product range actually had a negative impact on in-store experience. Practical implications By orchestrating the most influential in-store characteristics, fashion retailers could be delivering unique in-store experiences to their customers. This research shows that they would benefit from designing experiential strategies that focus on merchandise quality, price, and availability while simultaneously carefully managing ambient (music and scent) alongside design factors (store layout and décor). Careful consideration should be paid to merchandise variety in order to avoid potentially negative effects on customers’ shopping experience. Originality/value Until now most studies that document the relationship between store elements and shopping experiences have examined the effects of store characteristics on a limited number of experience dimensions. This study adds to the body of research into in-store leisure shopping experience in two ways: by shedding light on its multi-dimensional nature, and by analysing the effect of the different store elements on the various components of the in-store experience.