The purpose of this study was to (1) discover consumer purchasing behaviors while shopping as a tourist and shopping at home, and (2) investigate tourist shopping preferences for an ideal shopping environment. A sample of 1,235 respondents participated in this study. Survey participants were asked to evaluate what store attributes they desired and what sources of information they used while selecting a store to shop in during their trips. Results indicate that consumers utilized various shopping channels while shopping in various environments. Also, different types of consumers exhibited clear preferences toward their ideal shopping environment. The results of this study are helpful for future service providers, tourism businesses, and tourism retailers to plan product development, provide better services, and equip a wider range of service skills.
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