BX2174 Report: Factors Motivating Tourist Shopping in Villages

This report investigates the motivations and perceptions of tourists visiting shopping villages, focusing on the Hahndorf shopping center. The research is based on a survey of over 90 participants, exploring factors such as atmosphere, prices, and the appeal of local products. The analysis reveals that a comfortable and friendly environment, along with the opportunity to escape the city, are key drivers for tourists. The report examines the performance of the Hahndorf shopping center from a visitor's perspective, highlighting its positive ratings for a safe and friendly atmosphere. Data analysis reveals that the age group of 24-33 years old, and female shoppers are key demographics. The study also explores the importance of shop features and facilities in influencing tourist satisfaction. The findings suggest that shopping villages are becoming increasingly popular due to urbanization and hectic lifestyles. The report concludes with recommendations for attracting more tourists, and the findings are supported by references to relevant research.

Assignment on factors that motivate tourist to shop at the
shopping village
Interview Date
Student Name
Student ID
University Name

Result and Discussion
The intent of this research is to analyze three research questions. The first one assesses the list of
factors which motivate the tourists to shop at the shopping village and thereby analyze the
performance of the Hahndorf shopping center from shopper’s perspective.
The second research question assesses the importance of several characteristics which are an
essential part of shopping experience. The entire research is based on the survey. The secondary
information is taken from past researches and literature review. The primary data has been
collected based on the survey (Debek, 2015).
The third research question assesses the extent to which shoppers enjoy shopping, in and around,
the shopping village. A relevant age group has been identified within the question, that enjoys
roaming in an around the shopping arena. As a result, it can be recommended that the specific
teenage girls should be targeted during the promotional activities and advertisements.
Question 1 a.
Figure 1 shows the data that motivates the tourist extensively

There is a list of factors that affect the motivation level of the visitors while visiting village
shopping center. Here, the graph mentions about the list of factors which shapes the perception
of the shoppers (Roy & Kuri, 2015). As we can see that most of the shoppers have rated
atmosphere as the highest considered factor out of the entire list. Hence, it can be said that
visitors would like to visit the place where they can chill out and feel relaxed after hectic
weekends. Moreover, the result from survey shows that prices of things in the malls and the
factor of localization attracts a greater number of visitors. The quiet and friendly atmosphere
makes visitor more comfortable and hence the research is intended to assess the performance of
Hahndorf shopping center from the visitor’s perspective (Murphy, Moscardo, Benckendorff, &
Pearce, 2011).
Question 1 b.
Figure 2. Shows the data of Hahndorf performance
Here the question assesses the performance of the Hahndorf shopping center based on the
survey.
In a nutshell, the Hahndorf shopping center has been rated good in terms of friendly and safe
atmosphere for families and friends. As we compare with the theoretical concepts, it has been
observed that visitors are looking for more comfortable and friendly environment at the shopping
mall; people would prefer Hahndorf shopping center over others because it provides the expected

relaxation and peace to the tourists. Moreover, the mean of the factors is as calculated in the
table. The first five characteristics with highest mean are ‘escape from the city’ with 7.5,
atmosphere of the shopping center with a score of 7.4, place with relaxation with 7.3, local
products to buy with 7 and good place to visit with friends and family with a score of 7. Hence, it
can be said that tourists consider the Hahndorf center as a comfortable and friendly place to visit
on weekends. Moreover, they feel more relaxed as they can spend their weekend peacefully far
from city at the clean and neat place. The survey says that the management team of Hahndorf
shopping center is organizing several events frequently and it has good provisions for parking
along with safe areas for kids to play. Overall, the tourists are satisfied with the current facilities
of the Hahndorf shopping center and introducing further facilities can attract more number of
tourists (hahndorfresort.com.au, 2019).
Table 1: Profile of Respondents
Characteristics N Percentage
Gender
Male 29 33%
Female 67 67%
Year born
1930-1949 20 21%
1950-1969 32 34%
1970-1989 38 40%
<=1990 4 5%
The table has been prepared based on the survey. More than 90 people have been surveyed. The
survey has mentioned specific questions related to the Hahndorf shopping center. The list of
questions assesses the perception of tourists with respect to shopping center in village.
Nowadays, people tend to visit places which is are quite far away from cities. People tend to
select places to visit in their free time which are free from traffic and pollution (Kumar, 2015).
Based on the survey, it has been analyzed that 40% of the respondents belong to the age group of
30 to 40 years. People of this age group tend to have more disposable income and social
connections which makes them visit such places more frequently with friends and family. On

analyzing the gender part, 67% of the total respondents are female. As per the past researches,
female tend to shop for a greater number of hours because they have to shop for their kids,
relatives, and parents. Women tend to be more shopaholic than male (Zeinali, Jafarpour, &
Hessam, 2014).
Table 2
Age 0 1 2 3 4 5 Grand
Total
14-23 2 6 3 11
24-33 2 4 5 6 4 21
34-43 2 2 1 6 3 2 16
44-53 1 2 1 3 10 2 19
54-63 3 2 1 2 6 1 15
64-73 2 1 3
>74 5 2 2 9
Grand
Total
13 6 7 22 34 12 94
The table has mentioned number of participants agreeing with the statements. It has been
discussed that the research has analyzed the perception of tourists visiting Hahndorf shopping
center in village. Maximum participants are belonging to the age group between 24-33 years.
Participants between the age group of 24-33 years, have filled maximum surveys as compared to
any other age group participants. Moreover, the highest total can be observed in the 4th column,
hence it can be said that maximum participants has rated Hahndorf on a scale of 4. Overall, they
are satisfied with the current utilities and ambience of the Hahndorf shopping center in village
(Genc, 2019). The new concept of introducing shopping malls in village will gain more
popularity with the advent of urbanization and hectic lifestyle in metro cities (Wongkerd, 2017).

References
Debek, M. (2015). What Drives Shopping Mall Attractiveness? Journal of Applied Psychology,
13(1).
Genc, D. (2019, May 10). LUXURY SHOPPING AS A NEW OPPORTUNITY FOR TOURISM
MARKET DEVELOPMENT . Retrieved from https://worldshoppingtourism.com:
https://worldshoppingtourism.com/en/luxury-shopping-as-a-new-opportunity-for-
tourism-market-development/
hahndorfresort.com.au. (2019, September 10). Hahndrf resort. Retrieved from
https://hahndorfresort.com.au: https://hahndorfresort.com.au
Kumar, G. (2015, July 17). FACTORS AFFECTING CONSUMER BEHAVIOUR WHILE
SHOPPING AT SHOPPING MALLS.
Murphy, L., Moscardo, G., Benckendorff, P., & Pearce, P. (2011). Evaluating tourist satisfaction
with the retail experience in a typical tourist. Journal of Retailing and Consumer
Services, 302-310.
Roy, B., & Kuri, B. C. (2015). An Empirical Study on Motivational Attributes of Shopping.
European Journal of Business and Management, 7(26), 20-32.
Wongkerd, N. (2017). A Determinant of Community Shopping Malls as. Journal of Advanced
Management Science, 3(5), 355-362.
Zeinali, B., Jafarpour, M., & Hessam, A. (2014). Tourists' Satisfaction with and Loyalty to
Shopping Experience: A Socio-Demograhic Analysis. International Journal of Academic
Research in Business and Social Sciences, 4(6), 67-85.