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首页> 外文期刊>European Journal of Management and Business Economics >Tourist purchases in a destination: what leads them to seek information from digital sources?
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Tourist purchases in a destination: what leads them to seek information from digital sources?

机译：旅游购买在目的地：是什么导致他们寻求数字来源的信息？

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Purpose In a context where retail stores are closing down and high streets are declining, the purpose of this paper is to analyse on-site shopping by tourists. This work identifies the drivers that lead tourists to use digital information sources at the beginning of the shopping process. Understanding these drivers can help destination managers and retailers encourage tourists to shop. Design/methodology/approach A personal survey was conducted in a Spanish city noted for its shopping facilities (Logro?o), using a sample of 430 tourists with purchase intention. The survey was designed based on the extended unified theory of acceptance and use of technology (UTAUT2) model. A multivariate analysis, based on structural equation modelling, was carried out using partial least squares (PLS), based on variance. Findings The study’s finding is that performance expectancy, effort expectancy, social influence, facilitating conditions and habit influence intention to use digital sources of information to make purchases in a destination. Tourists prioritise utilitarian over hedonic motivations in the intention to use digital sources of information in tourist shopping. Originality/value It has been recognised that tourists are the perfect target to revitalise on-site shopping and, therefore, destinations must provide attractive shopping experiences from the outset. Prior to purchase, the search for available information is the first stage of the tourist shopping journey. Although many studies have analysed tourist shopping behaviour, none have focused, using the UTAUT2, on the digital information sources tourists consult pre-purchase. This research develops understanding of tourist shopping behaviour in this new technological context. This can help retailers/destinations provide better services and optimise the shopper's experience from the first stage of the process.
机译：目的在零售店关闭和高街道正在下降的背景下，本文的目的是分析游客的现场购物。这项工作标识了引导游客在购物过程开始时使用数字信息来源的驱动因素。了解这些司机可以帮助目的地经理和零售商鼓励游客购物。设计/方法/方法在西班牙城市进行个人调查，以其购物设施（Logro？O），使用430名游客的购买意图。该调查是基于促进统一的验收理论和技术（UTAUT2）模型的设计。基于结构方程建模的基于结构方程建模的多变量分析是基于方差使用的部分最小二乘（PLS）进行。调查结果研究的发现是，性能期望，努力期望，社会影响，促进条件和习惯影响意图利用数字信息来在目的地购买。游客在意图使用旅游购物中使用数字信息来源的储灵激励优先考虑利用主义。原创性/价值已经认识到，游客是振兴现场购物的完美目标，因此目的地必须提供从一开始就提供有吸引力的购物体验。在购买之前，搜索可用信息是旅游购物之旅的第一阶段。虽然许多研究已经分析了旅游购物行为，但没有专注于使用utaut2，在数字信息来源游客咨询预购。这项研究在这一新技术背景下发展了对旅游购物行为的理解。这可以帮助零售商/目的地提供更好的服务，并从过程的第一阶段优化购物者的体验。

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