What is it about?
This study explores shopping tourism with a special focus on the concept of luxury shopping in Dubai from the perspective of the consuming tourists. The study assesses the differences in the perceived importance of luxury shopping venues in Dubai as well as the perceived characteristics of luxury products in Dubai retail. Also the perceived advantages of Dubai as a luxury shopping destination are examined. Tourism shopping patterns are identified in this article based on the frequency of shopping and the significant differences in luxury purchasing patterns. Three main shopping groups (frequent shoppers, sometimes shoppers, and infrequent shoppers) were identified, and the study results show that there are differences among the different groups in their perception of the importance of the different shopping venues and entertainment options in Dubai. The study results also show that Dubai is perceived as a shopping heaven that has significant competitive advantages as a luxury shopping destination. Implications of the study results and recommendations for future studies are also discussed.
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Why is it important?
The main goal of this study is to examine the new trend of shopping tourism with a special focus on understanding the phenomenon of luxury shopping in Dubai from the perspective of the consuming tourists. The main objectives of this study are (i) to assess whether there are significant differences in the perceived importance of shopping venues in Dubai among different groups of tourists–shoppers distinguished on the basis of their frequency of shopping, (ii) to assess the perceived characteristics of luxury goods in Dubai retail, and (iii) to identify the perceived competitive advantages of Dubai as a shopping destination with special focus on the new trend of combining shopping experience with entertainment and leisure opportunities to cosmopolitan-based shopping.
Perspectives
This article explored the relationship between tourism and shopping by examining luxury shopping in Dubai with a special focus on the new trend of combining shopping with entertainment. It has been concluded that shopping as a tourism activity is dominated by examining the supply side, while the demand side particularly in Dubai has not been rigorously analyzed, seemingly because of lack of empirical data. This article is attempting to fill this gap in the literature. It shows that, from perspectives of the postmodern tourist, Dubai has significant advantages that make it a leading luxury shopping destination. It is concluded in this study that tourist perception has been multidimensional. This implies that on the demand side of tourism, the trip to Dubai is not perceived to target shopping only; rather, it is perceived to live the exciting experience of combining shopping with entertainment and to interact with a variety of shopping attractions and related distinctive tourist facilities. The survey results also show that shopping as a tourism activity is a desired activity for most visitors coming to Dubai. However, tourism planners and developers should consider the present and the projected demand as well as the performances of retail establishments in order to determine whether building new shopping centers in other developing areas of Dubai is needed. Shopping festival tourism has proven to be successful in offering exciting opportunities for tourists to enjoy shopping in Dubai. Such festivals play a major role in enriching the shopping experience of the tourists through the festivals. Dubai festivals offer music concerts, street celebrations, night souks, family entertainment centers, dhow cuisine, desert camps, fireworks, and carnivals that make these festivals a major attraction for the tourist (Dubai City, 2014). Thus, more tourism festivals should be developed and this in turn will enhance the image of Dubai as a shopping heaven and a top tourist destination.
Dr Esmat A. Zaidan
Hamad Bin Khalifa University
Read the Original
This page is a summary of: Tourism shopping and new urban entertainment, Journal Of Vacation Marketing, July 2015, SAGE Publications,
DOI: 10.1177/1356766715589426.
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