Tourist Shopping: Critical Determinants of Willingness to Pay

Abstract

Recently, the concept of consumer willingness to pay has fascinated attention from marketers and Destination Marketing organizations (DMO) to increase national income. Despite the growth of destination competitiveness, demands remain for a more sophisticated understanding of consumer purchasing behavior construction. This paper investigates determinant factors of tourist shopping and its resulting impact on willingness to pay. Finding reveals tourists had to respond of willingness to pay (WTP) in the drivers of stimulator and organism in terms of leisure value and monetary value derived from the retail atmosphere, town environment, and product orientation. This study contributes to supporting literature by shedding light on the drivers of WTP in tourist shopping contexts.