Geography Reference
In-Depth Information
market (Hobson 2000; Snepenger et al. 2003; J.Wong and Law 2003). The English
Historic Town Forum's (1992) study on retailing and tourism highlights many of the
relationships between
tourism and retail activity [which] are inextricably linked to historic towns
with three-quarters of tourists combining shopping with visiting
attractions…. The expenditure is not only on refreshments and souvenirs,
as might be expected, but also on clothing and footwear, stationery and
topics.
(English Historic Towns Forum 1992:3)
The study also emphasises the overall significance of the environmental quality in towns
which is vital to the success of urban tourism and retailing. In fact the report argues that,
'for towns wishing to maintain or increase leisure visitor levels, the study reveals a
number of guide-lines. For example, cleanliness, attractive shop fronts and provision of
street entertainment are all important to tourists' (English Historic Towns Forum 1992:3).
Unfortunately, identifying tourist shopping as a concept in the context of urban
tourism is difficult, since it is also an activity undertaken by other users such as residents.
Jansen-Verbeke (1990, 1991) considers the motives of tourists and their activities in a
range of Dutch towns. She makes a number of interesting observations on this concept.
However, the range of motives associated with tourism and leisure shopping are
complex: people visit areas due to their appeal, and shopping may be a spontaneous as
well as a planned activity. Even so, the quality and range of retail facilities may be a
useful determinant of the likely demand for tourism and leisure shopping: the longer the
visitor is enticed to stay in a destination, the greater the likely spending in retail outlets.
One important factor which affects the ability of cities to attract tourism and leisure
shoppers is the retail mix—namely the variety of goods, shops and presence of specific
retailers. For example, the English Historic Towns Forum (1992) notes that over 80 per
cent of visitors consider the retailing mix and general environment of the town to be the
most important attraction of the destination. Although the priorities of different tourist
market segments vary slightly, catering, accessibility (e.g. availability of car parking,
location of car parks and public transport), tourist attractions and the availability of
visitor information shape the decision to engage in tourism and leisure shopping. The
constant search for the unique shopping experience, especially in conjunction with day
trips in border areas and neighbouring countries (e.g. the UK cross-channel tax-free
shopping trips from Dover to Calais) are well-established forms of tourism and leisure
shopping.
The global standardisation of many consumer products has meant that the search for
the unique shopping experience continues to remain important. The growth of the North
American shopping malls and tourist-specific projects (Lew 1985, 1989; Getz 1993b) and
the development in the UK of out-of-town complexes (e.g. the Metro Centre in
Gateshead and Lakeside at Thurrock, adjacent to the M25) have extended this trend. For
example, in the case of Edmonton Mall (Canada), Jansen-Verbeke (1991) estimates that
10 per cent of the total floor space is used for leisure facilities with its 800 shops and
parking for 27,000 cars. Such developments have been of great concern for many cities as
out-of-town shopping has reduced the potential in-town urban tourism in view of the
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