Attractive model and marketing implications of Theme Shopping Tourism destination

This paper discusses the definition and connotation of Theme Shopping Tourism (TST) destination, and reveals the attractive distance of TST destination based on the utility function derived from the supposed demand function. An attractive model is deduced. According to this attractive model, it is can be known that the attractive distance is related to the price difference of the theme commodities between TST destination and tourist origin place, the average expenditure of transport, the demand elasticity of price, the actual price of sightseeing spot, the critical price that a tourist will afford, the number of nights that a tourist stays on the TST destination and the price level of accommodation in the TST destination. The change mechanism of attractive distance of TST destinations is revealed in this paper, and implications on TST marketing are put forward. First, theme commodities should be luxuries. Second, lower price is the primary pulling factor of theme shopping tourism. Third, the route combining with sightseeing spots is beneficial to shopping tourism. At last, TST development is one way of rejuvenating the falling destinations.