EXPLORING THE SHOPPING MOTIVATIONS OF INTERNATIONAL RESIDENTIAL TOURISTS

Over the last few decades, so-called "international residential tourism" has increased considerably, creating a new consumer base in tourist destinations, particularly in southern Europe, whose shopping motivations are unknown. As a rule, existing literature has focused its attention on studying consumer motivations in their places of residence, references to the study of the international residential tourist's (IRT's) shopping motivations being very limited. It is in this context that this study examines the main contributions related to IRT shopping motivations. Taking as a starting point empirical research carried out in two top international tourist destinations, the study analyzes and contrasts the applicability of general theoretical contributions to this specific IRT segment. The results obtained confirm the existence, although not without its variations, of certain stability in the main aspects relating to shopping motivation, allowing the foundations to be laid for the incorporation of shopping motivation as a variable for the segmentation of IRTs. Both for tourist resort managers and retailers in the area, having access to a valid scale for measuring these motivations may be of great help to them in being able to categorize IRTs in accordance with their shopping motivations. In this way, they will have a broader knowledge of the market and how it is made up and it will facilitate the implementation of marketing policies aimed at improving the planning of commercial areas, as well as help them to adapt their product range and communication to the segments that are of most interest to their companies and destinations.