University Report on Leisure Shopping: Factors, Issues, and Solutions

This research report delves into the realm of leisure shopping, examining its significance in the context of tourism and consumer behavior. The report begins with an executive summary highlighting the key findings, including the importance of leisure shopping for the tourism industry and associated issues. It then explores the factors influencing the development of leisure shopping, formulating research questions to investigate the problems encountered by customers. A positivism philosophy, descriptive research design, and deductive approach are employed, with primary data collected to gauge customer perceptions. The results indicate that the village atmosphere is a crucial element in the success of leisure shopping. The report also includes recommendations for future development. The methodology section details the research philosophy, design, approach, data collection methods, and sampling process, including the sample size of 100 respondents. The results are presented and discussed, offering insights into factors influencing leisure shopping. The report concludes with limitations, recommendations, and a bibliography.

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

1
MANAGEMENT
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.

2
MANAGEMENT
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

3
MANAGEMENT
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?

4
MANAGEMENT
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

5
MANAGEMENT
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

6
MANAGEMENT
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.

7
MANAGEMENT
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.

8
MANAGEMENT
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

9
MANAGEMENT
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

10
MANAGEMENT
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

11
MANAGEMENT
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