Unveiling the nexus between duty-free shopping quality and tourism well-being: an examination of the mediating role of fun experience

Abstract

Shopping in duty-free stores plays an increasingly important role in tourism, but few studies have focused on the impact of tourists’ shopping experience and enjoyment on their satisfaction. This study aims to examine how shopping quality affects the well-being of tourists, with a specific focus on the role of fun experience (including hedonic engagement, sense of liberation, and sense of fun) as a mediator. This research fills a gap in the existing literature by carefully analysing how shopping quality and fun experiences enhance tourists’ well-being. A cross-cultural sample was surveyed using quantitative methods to ensure the results were universally applicable. Based on 514 valid questionnaires, the study uses Structural Equation Modelling to analyse the data and draw several conclusions. First, the study finds that shopping quality positively impacts tourists’ fun experience. Second, it confirms that fun experience is a significant source of well-being for tourists. Third, the study shows that fun experiences mediate between shopping quality and well-being. Finally, the research confirms that hedonic engagement and a sense of liberation are foundational to a sense of fun. These findings offer crucial insights for retail managers and marketers in developing strategies to enhance shopping experiences and improve consumer satisfaction and well-being.