Development of Leisure Shopping and Its Importance

The report highlights the development of leisure shopping and its importance in the growth of its concept. It discusses the factors involved in its development and provides recommendations for overcoming issues. The report is done using positivism philosophy, descriptive research, and deductive approach.

Running head: MANAGEMENT
Management
Name of the student
Name of the university
Author’s note

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Executive Summary
 The report highlights the development of leisure shopping and its importance in the
growth of its concept.
 The factors that are involved in its development are considered and research questions are
formulated for its understanding.
 The research questions aim to identify the factors that causes issues and the provide
rectifications that can help customers to overcome the problem.
 The report is done using positivism philosophy, descriptive research and deductive
approach.
 Primary collection is done for gaining the responses of the people involved in luxury
shopping. Results show that the concept is best implemented if people try to visit villages
and run away from the cities.
 People spend a lot of money in purchasing products related to the region and
accommodation. Recommendations are provided that help in developing a proper concept
for the future to develop.

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Table of Contents
Introduction and research questions................................................................................................3
Overview of the method used including a description of the sample..............................................4
Research study methodology.......................................................................................................4
Research philosophy....................................................................................................................4
Research design............................................................................................................................5
Research approach.......................................................................................................................6
Data collection method................................................................................................................7
Sampling process and the actual sample......................................................................................7
Results and discussion.....................................................................................................................8
Limitation......................................................................................................................................16
Conclusion and recommendation..................................................................................................17
Bibliography..................................................................................................................................21

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Introduction and research questions
The topic is based on leisure shopping and the issues that are faced by customers while
conducting leisure shopping. According to Rabbiosi (2015), leisure shopping is used mostly for
the development of the tourism industry and involves various shopping village themes. The
conversion of shopping into a leisure activity can be considered as problematic mainly because it
involves changes of the habit of the people. Twigger (2016) stated that every people involved in
the shopping activity need to understand that the economic condition of the family or the
community may not be the same. Therefore, continuous shopping may provide benefit to the
shops or organisations, but it depletes the growth of the economy of a country.
The research problem is to address the issue that is related with leisure shopping. One of
the issues that can be associated with leisure shopping is that tourist product provides an
initiative to examine the product mix associated with the leisure activity. As stated by Choi, Heo
and Law (2016) the manner in which the leisure shopping can be used to examine the
expenditure during the trips can be considered as issues related to the development of the leisure
shopping. In this regard, it can be said that the issue involved is on the present status of the
customers and ensure satisfaction of the customers based on the activity undertaken while
conducting leisure shopping.
In this regard, research questions can be developed that can help in addressing the issues
that are associated with leisure shopping.
 What are the factors that lead to the issues with leisure shopping?
 What are the recommendations that are to be provided for the development of leisure
shopping?

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The link between the research questions and the problems is that the development of the
research questions aligned with the problems that are to be addressed in the topic. Leisure
shopping provides the development of issues, which can hinder the progress of a community.
According to Díaz, Gómez and Molina (2017), these issues are developed due to the involvement
of factors and it is important that these factors be analysed so that development of the leisure
shopping can take place. As stated by Kong and Chang (2016) the problem associated with the
leisure shopping is the amount of money that is to be spent for the development of the concept.
At the same time, the recommendations of the issue are also to be provided so that future
generations does not involve in the excessive leisure shopping which can hinder the experience
of the customers.
Hence, it can be said that the research problem as well as the research question can be
aligned with one another. As understood by Sohn and Lee (2017) the development of the two
important points for the completion of the research topic paves way to the fact that in the modern
world, leisure shopping is considered as one of the most growing concepts, which can help in the
development of tourism industry as well as the customers.
Overview of the method used including a description of the sample
Research study methodology
Research philosophy
The research philosophy helps to define the method associated with the collection of data
that is required for the research work to commence. The three types of research philosophy
include positivism philosophy, interpretivism philosophy and realism philosophy, which can help
in the collection of relevant research data. The application of positivism philosophy can be

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considered as a high structured research philosophy, which can be taken into consideration based
on the large sample size that exists in the market. As stated by Bryman (2017), the application of
the positivism philosophy can provide opportunities for the researcher to apply a proper
scientific approach for the analysis of the data to ensure the data accuracy along with the
validity.
Along with this, the research philosophy also takes into consideration the application of
interpretivism philosophy. According to Panneerselvam (2014), in this philosophy, the sample
size is considered as small and it provides a focus that helps in believing the idea provided by the
general people related to the topic of the research. In addition to this, realism philosophy consists
of the characteristics associated with positivism and interpretivism philosophy. It is for this
reason that the particular philosophy is considered as confusing.
Research design
The application of the research design can provide opportunities for the researcher to
respond to the research questions, which has been formed after conducting an analysis on the
research aim, objectives as well as the questions. The research designs mainly consist of three
types, which include the descriptive research design, explanatory research design, and
exploratory research designs. Flick (2015) is of the opinion that the application of the
exploratory research design provides opportunities for the researcher to explore various concepts
and develop new ideas that are relevant for forming the research questions.
At the same time, Mertens (2014) stated that the application of the explanatory research
design gives the researcher with an opportunity to provide an explanation about the factors,
which are associated with the research by considering information that are relevant to the

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research and support its presence. Additionally, the descriptive research design also consists of a
combination of characteristics that are associated with the application of the explanatory research
design as well as the exploratory research design. Hence, the application of descriptive design
provides the researcher with an opportunity to explore new ideas as well as concepts so that an
explanation can be presented for understanding the phenomenon associated with the research
topic.
Research approach
The application on a proper research approach can help the researcher to validate the
research questions associated with the development of a research. The research approach consists
of the application of both inductive approach as well as the deductive approach that can be used
for making validation of the research questions. According to Lampard and Pole (2015), the
concept that is applicable for the development of inductive approach is aimed towards the
evolution of new theories and concepts, which are in accordance with the observations obtained
after the collection of the data (Davies & Hughes, 2014).
Due to this, the data that are collected are done before and then followed by the
development of new theories and concepts. The development of the new theories and concepts
are based on the collection of data along with the observation shifts that help in maintaining the
concentration of the researcher while trying to fulfil the research aim and objectives. At the same
time, as stated by Vaioleti (2016) the application of a deductive approach can help the researcher
to make validation of the research hypothesis that is in accordance with the theoretical review as
well the data that has been collected. Thus, the researcher can align the observations made and
the collected data with existing theories and concepts.

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Data collection method
The data collection method that can be undertaken for conducting a research successfully
includes the primary as well as the secondary data collection methods. In the case of primary
data collection method, the data that are used for analysing are collected directly from the
participants so that the experience of the respondents can be recorded. As stated by McNabb
(2015) this can help in gaining a proper understanding of the research topic from firsthand
experience of the respondents. On the other hand, as stated by McCusker and Gunaydin (2015)
the secondary data collection method helps in highlighting the application of the secondary
resources that includes the use of books, journals, official websites of companies and internet
facilities.
Nardi (2018) is of the opinion that the primary data collection method can be further
divided into qualitative as well as quantitative techniques. Neuman and Robson (2014) pointed
out that the application of the primary quantitative data collection technique takes into
consideration the quantity of a data along with a large sample size. On the other hand, the
primary qualitative data collection method helps in considering the quality of the data and does
not just focus on the numbers associated with the development of the research.
Sampling process and the actual sample
The sampling process that can be used for the selection of the sample can be associated
with the data collection technique. The application can be of random probability sampling
technique and non-probability sampling technique for understanding the sampling process.
Neuman (2013) is of the opinion that the concept associated with the application of the random
probability sampling technique can shed light on the ability of the researcher to collect and
interpret the data from large population.

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Due to this, the selected respondents in a population possess equal opportunities of being
selected for participating in the data collection technique. On the other hand, as stated by Smith
(2015) in the case of non-probability sampling technique, the researcher undergoes a selection
process that can be associated with the participants in an individual manner by judging the
suitability of the participants in terms of the research topic, aim and objectives. The actual
sample size for this research is 100 respondents.
Results and discussion
Decision
Not at all
important 1 2 3 4
Very
Important
Village atmosphere 1 2 3
1
3
3
6 45
Quiet day out 1 3
1
1
2
1
3
4 30
Be with friends 3 9 7
2
2
2
8 31
Cheap prices 4
1
0
1
1
4
0
1
4 21
Local products to buy 2 2 5
1
6
3
2 43
Show others around 6
1
4 8
2
6
2
4 22
Escape the city 1 4 2
1
7
3
3 43
Somewhere to relax 1 4 1
1
1
4
0 43
Special events 6
1
4 8
2
9
2
1 22
Learn about the place 3
1
1 7
2
3
3
5 21
Meet local people 2 7
1
4
3
2
2
2 23
Products unique to the region 5 5 7
1
5
3
0 38
See a particular attraction 2 8
1
4
3
2
2
1 23
A good place to be with family and 2 6 1 1 3 41

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friends 4 6
To see local products being made 2 4 7
1
8
3
8 31
Table 1: Decision
(Created by author)
The analysis of the table show that the most important factor that lead to the rise of
leisure shopping is the people aim to be in at a village atmosphere. The village atmosphere can
be considered as a place for relaxation away from the townsfolk. The fact that specific
information about the place of relaxation is not provided by the respondents points to the fact
that stubbornness among the people and the inability to set up a broad mind about controlling the
finances can lead to the rise of issues related to the saving of money. Hence, it is necessary to
ensure that proper decision is taken based on the leisure shopping that is undertaken by the
people.
Handorf - Decision
Very
Poor 2 3 4 5 Exceptional
Village atmosphere 2 0 1
1
2
4
6 39
Quiet day out 2 0 2
2
8
4
1 27
Be with friends 5 2 1
3
2
3
7 23
Cheap prices 3 2 9
4
1
2
9 16
Local products to buy 4 0 4
1
7
3
6 39
Show others around 7 1 3
2
6
3
4 29
Escape the city 3 1 0
1
1
3
4 51
Somewhere to relax 3 0 0
1
9
3
6 42
Special events 7 2 5
4
1
2
6 19

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Learn about the place 4 2 9
2
9
3
7 19
Meet local people 5 2 8
3
3
3
0 22
Products unique to the region 4 0 3
1
3
5
1 29
See a particular attraction 4 3 4
3
3
3
4 22
A good place to be with family and friends 4 2 2
1
7
3
7 38
To see local products being made 4 3 5
3
4
3
8 16
Table 2: Handorf-Decision
(Created by author)
The analysis of table shows that leisure shopping is best done for escape from the city.
This can be related with the Table 1 of the analysis that also provides a similar response. The
village atmosphere and the escape from the city can be considered as similar things and the
people can ensure that peace of mind is maintained. Thus, it can be said that for the development
of a relaxing atmosphere the escape from the city is vital, as the people does not have to mind
things that can cause problems among one another. The analysis also shows that somewhere to
relax is also preferred by the people as an important leisure shopping activity.
Theme
Not at all
appealing 1 2 3 4
Very
Appealing
Local history & heritage buildings 2 4 7 9
3
4 44
Ethnic settlement history and heritage
buildings 3 2 9
1
0
3
3 43
Special scenery or environment 1 2 5 7
3
6 49
Access to national parks & wilderness 3 4 3
2
9
3
1 30
Music, theatre & performances 4 5 8
3
7
2
5 21
Local food & wine / drinks 3 2 5 2 2 42

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0 8
Local arts & crafts 4 1 3
1
5
3
9 38
Antiques 3
1
1
1
1
2
4
3
0 21
Table 3: Theme
(Created by author)
The analysis of table 3 provides evidence that places with special scenery or environment
are preferred more by the people. This is mainly because in the mind of the people the relaxation
of the mind can be derived if the place associated with leisure shopping can affect the mind in a
proper manner. It is necessary to ensure that these places and the environment associated with
the development of these places be kept and protected so that people can find an escape route
based on which development of the leisure shopping can take place. Along with this, it is seen
that the local history as well as the heritage buildings can attract the people.
Shopping Experience
Not at all
Important 1 2 3 4
Very
Important
Physical layout of shops 7 3 6
2
0
3
4 30
Window display 8 4 1
1
6
3
7 34
Opening hours of shops 8 1 4
1
9
3
4 34
Neatness and cleanliness of shops 6 1 5
1
1
2
8 49
Variety of product selection 7 1 1
1
7
3
4 40
Choice of payment methods 8 4 1
2
2
2
7 38
Language ability of staff 7 3 8
1
7
2
9 36
Attitude of sales staff 6 1 1 9
2
7 56
Efficiency of sales staff 7 1 3
1
1
3
3 45

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Price of product 6 2 3
1
6
3
5 38
Value for money 6 3 2
1
7
2
7 45
Availability of regionally distinctive
products 7 2 1
1
6
3
1 43
Table 4: Shopping Experience
(Created by author)
The analysis of the table shows that the attitude of the people working at the shops is
considered as the most important characteristic of the leisure shopping. Behaviour of the shop
owners or shop assistants is always considered as factors that can help in the development of
customer loyalty. In this case, similar results are seen which highlights the fact that the attitude
of the staffs are necessary for the development of leisure shopping among the customers. At the
same time, the neatness and cleanliness of the shops are also considered as important factors that
contribute to the development of shopping experience among the employees. Thus, it can be said
that the leisure shopping is mainly dependent on these two factors.
Shopping Experience – Handorf
Very
Poor 1 2 3 4
Exceptiona
l
Physical layout of shops 7 0 2
2
2
3
9 30
Window display 7 0 1
2
2
3
8 32
Opening hours of shops 7 0 4
2
7
4
2 20
Neatness and cleanliness of shops 6 1 1
1
7
3
9 36
Variety of product selection 7 1 0
2
2
3
9 31
Choice of payment methods 9 0 1
2
0
3
2 38
Language ability of staff 8 0 0
2
7
2
6 39
Attitude of sales staff 7 0 2 1 2 45

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9 7
Efficiency of sales staff 9 1 0
2
1
3
6 33
Price of product 6 0 3
3
1
3
5 25
Value for money 9 0 1
2
9
3
1 30
Availability of regionally distinctive products 8 1 6
1
6
3
4 35
Table 5: Shopping Experience – Handorf
(Created by author)
The attitude of the sales staff can be taken into consideration for the leisure shopping
experience. The analysis of table 5 and table 4 show evidence that a similar context of leisure
shopping. This can be attributed by the fact that shopping experiences need to align with the
manner in which the customers are treated. If the staffs are friendly and willing to guide the
people then the shopping experience can be considered as enjoyable and hence can provide every
customer with an opportunity to remain loyal. The language used by the staffs is also an
important matter that is required to be taken into consideration by the people. Therefore, the
analysis of the results of table 5 and table 4 can be considered as similar.
Essential to attract Visitors
Not at all Essential Very Essential
Easy to get to 56 44
Easy to park 44 56
Easy to find my way around when I get there 62 38
Pedestrian friendly 66 34
Pleasant landscaping 66 34
Variety of shops 53 47
Visually appealing architecture 69 31
Attractions Festivals 78 22
Not too crowded Markets 69 31
Well preserved heritage buildings 44 56
Conveniently located public toilets 73 27
Free entertainment 79 21

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Information about the place 77 23
Variety of places to eat 52 48
Safe places for kids to play 85 15
Places to rest 76 24
Festivals 94 6
Market 77 23
Table 6: Essential to attract Visitors
(Created by author)
From the analysis of the table, it can be seen that customer satisfaction in terms of leisure
shopping can be maintained if the people are provided with parking spots as well as well
preserved heritage buildings. The analysis shows that these two factors are important since most
people travel to the places via car so that a quick and personalised experience can take place.
Therefore, the customers can expect paling spots in front of a hotel or any beautiful place. At the
same time, heritage and building is also taken into consideration so that people can understand
the history associated with the development of the place. This can be considered as effective for
the development of the leisure shopping of the customers.
Satisfaction with Handorf
Very satisfied 6
Satisfied 57
Somewhat satisfied 29
Neither 5
Somewhat dissatisfied 3
Dissatisfied 0
Very dissatisfied 0
Table 7: Satisfaction with Handorf
(Created by author)
The satisfaction of the customers can be considered as an important factor for the leisure
shopping. The respondents that have been involved in the survey process have shown signs of

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satisfaction. This can be considered as important for the leisure shopping since the aim needs to
ensure that very satisfied customers are maintained by the leisure shopping. Therefore, it can be
said that changes regarding its approach can be made so that every customer can be highly
satisfied and recommend the use of leisure shopping to the people that are close to them. This
can enhance the quality of the activities and ensure that none of the customers remains
dissatisfied.
Could you please estimate in Australian dollars how much you have spent so far today on
Mi
n
Ma
x
Averag
e
Getting here 0 400 25.3653
Parking 0 30 0.37
Books and brochures 0 10 0.14
Food, drinks 0 320 29.571
Items from the shops 0 350 31.669
Accommodation in the area 0 720 25.35
What is the most expensive item you have bought so far today? 0 8 1.42
How much was this item? 0 250 23.927
Table 8: How much you have spent so far today on
(Created by author)
From the analysis of table 8, it can be seen that the maximum spending has been made in
the accommodation in an area. This is mainly because leisure shopping is a growing trend and
people like to draw their attentions in the growth of the trends to understand the development and
the level of success that can be achieved. However, the average calculation provides evidence
that items from the shops are the high spending deals that are made. This provides evidence that
valuable items that are unique about a place are also purchased during leisure shopping.
How likely is it that you will do any of the
following once you return home?
Not at all
Likely 1 2 3
Very
Likely
Not
Sure

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Buy products from this region that are sold in your
local stores back home 20
1
9
1
0
1
4 14 23
Order products directly from producers/shops in
this region for delivery to you 22
2
8
1
5
1
5 13 7
Recommend products from this region to others
19 4 8 9 23 37
Table 9: How likely is it that you will do any of the following once you return home?
(Created by author)
Table 9 provides evidence that recommendation of products of the region is a preferred
activity that is undertaken by the people. This is because the heritage of the people as well as the
place needs to be kept by the customers as a souvenir. The recommendation can help in the
expansion of the place and at the same time; ensure that people can visit the place more often
than not. Therefore, it can be said that leisure shopping is one of the assets that can help in the
development of a touring region.
How much do you normally enjoy shopping at these places while on holiday
Don't Enjoy at
All 1 2 3 4
Enjoy very
Much
Duty free shops 14
2
3
1
4
2
5
1
4 10
Shops in and around attractions 16 7 7
2
3
3
5 12
Urban shopping precincts 17
1
4
1
0
3
9
1
6 4
Shopping malls / centres 17
1
8
1
4
2
9
1
5 7
Markets 10 2 1
1
9
3
3 35
Shopping in small towns and
villages 10 2 0
1
5
3
6 37
Direct outlet shopping 12
1
7
1
0
2
7
2
0 14
Table 10: How much do you normally enjoy shopping at these places while on holiday?
(Created by author)

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People enjoy shopping at small towns and villages if they are engaged in leisure
shopping. This can be evidenced from the analysis of table 10 since the majority of the people
have respondent positively towards its development. Hence, it can be said that despite trying to
implement leisure shopping as a part of tourism, people indulge in using the concept as a
shopping element. This can be considered as a positive factor for the development of the local
shops in the region.
Limitation
During the conduct of the research, the researcher had managed to encounter certain
limitations, which had led to the hampering of the quality of the research. At the same time, the
limitation posed as a challenge for restricting the vastness associated with the development of the
research work. From the analysis of the methodology that has been made, it can be seen that the
researcher had mainly considered the application of primary collection of data in order to carry
out the research work that has been identified.
Hence, the fact that the secondary data collection technique was not used resulted in
ignoring theoretical perspectives that can be associated with identification of the concepts and
theories associated with the research topic. This can be considered as a limitation since the
research topic needed to be made with limited theoretical knowledge about the topic. At the same
time, the sole focus of the researcher was to identify scenario or problem associated with leisure
marketing. Therefore, failure to focus on the factors that lead to leisure shopping paved way for
making the research of low quality. Thus, secondary research factors cannot be provided to
identify the issues that are associated with leisure marketing. The application of primary data
collection did not yield the responses that were expected.

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Biasness in the responses is considered as a factor that had hindered the development of
the topic. Along with this, the application of close-ended questions for ensuring that data is
gathered in a proper manner can be considered as a limitation of the research. This is mainly
because the respondents provided answers to only those options that were provided to them. This
can be done at random which may lead to the wrong analysis of the data. Opportunities for
expansion of the responses were not provided.
Conclusion and recommendation
The summary of the research is that leisure shopping is an emerging concept in the
modern world. The issues that arise in the leisure shopping such as the financial condition of the
people are taken into consideration. The research question addresses the factors that are involved
in the leisure shopping and the manner in which customers can try to mitigate extra spending so
that proper life can be led. At times, it is seen that leisure shopping can be costly since it
provides extra spending of money and thus, become a problem for the customers. However, the
overall satisfaction is required to be considered that can help the customers to pursue the concept
in a proper and ethical manner.
The analysis of the respondents shows that leisure activity is important for the
development of the necessities of the customers and thus, every customer need to understand the
factors that can be associated with the development of the leisure shopping. From the analysis, it
can be seen that the activity is conducted so that the people can gain a peace of mind and ensure
that they can be away from the city life for a time being. The fact that villages are targeted
provides an understanding of the stressful life that is led by the people and the manner in which
leisure shopping can help in the release of stress.

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At the same time, it is seen that the people target areas with scenic beauty and historical
importance so that the development of a place as well as its current condition can be compared.
This provides people with an ability to understand the level of development that has taken place
and at the same time relate it with the time in which the place did not have a proper recognition.
Such a place with a combination of scenic beauty as well as rich history can be difficult to find
and it is for this reason that the customers associated with providing the responses were satisfied
instead of being highly satisfied. At the same time, the results also show that the some of the
customers were unsatisfied due to the development of leisure shopping.
This can be attributed to the fact that leisure shopping comes with various expectations
from the customers. One such expectation that is seen from the results analysis is that leisure
shopping need to have a good parking spot. This can help in quick transportation of goods and
thus provide fewer opportunities for carrying the weight around. At the same time, staying at
hotels would require good accommodation, and leisure shopping requires good accommodation
to be provided so that development of the loyalty of the customers takes place. Despite the
respondents being only satisfied with the concept, the fact that money is spent of shopping
activities justifies the fact that leisure shopping is important concept that can develop properly in
the market.
In this regard, recommendations can be made that can help to understand the application
of the concept and its impact on the customers. From the point of view of the customers,
recommendation can be made about the spending limit associated with the leisure shopping. The
manner in which the customers undertake the shopping spree can be evidenced from the average
amount that is spent on the leisure shopping. Purchasing historical evidence from specific
regions or special products can be considered as effective only if the financial limit is

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maintained. Therefore, customers need to maintain a budget that can help in the development of
the financial loss of the people.
From the point of view of the customers, another recommendation that can be made is the
fact that choice of leisure shopping that is made can highlight the financial spending that is
required to be made. Expensive tourist spot can cause a huge financial loss and thus, the concept
can be used in an improper manner. Every customer need to understand the value of money and
try to gain an understanding of the factors that help in the development of leisure shopping.
Hence, a proper analysis that signifies the place need to be developed so that customers can
enjoy the shopping and ensure that they recommend it to their friends.
Therefore, it can be said that for the development of the satisfaction related to luxury
shopping the customers need to make effort so that the concept can be implemented in a proper
manner. From the point of view of the people involved in engaging the luxury shopping, the
development of proper environment can be taken into consideration. It is necessary to understand
the factors that contribute for the development of the satisfaction of the customers and based on
it, every customer need to be made highly satisfied so that development of the concept can take
place. The shops associated need to be full with the artefacts that exist in the region.
Thus, an overall conclusion can be made about the effectiveness of luxury shopping
which states that it is necessary for the shopping to continue in an area that provides an enriched
customer experience. It is necessary that every customer recommend the development of the
factors involved in the region so that luxury shopping can take place. The application of the
recommendations can help in the development of the concept and ensure that every customer be

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satisfied with its application in the modern world as an access to get away quickly from the city
life.
Thus, it can be said that in the future, the concept can be deeply analysed with the
application of proper theories so that it can be enhanced. The development of the concept can
help in enriching the experience of the customers and ensure that every customer gain an
experience that cannot be forgotten. This can help in the promotion of leisure shopping and
analyse the factors that influence the issues associated with the concept in a proper manner.

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