Abstract

This research examines the efficacy of hedonic shopping value in predicting tourists’ satisfaction and word of mouth communication. The data were collected through face-to-face interviews of 506 tourists of whom 383 respondents indicated that they had shopped and made a purchase during their holidays in Turkey. A total of 345 completed interviews were used for analysis. Findings suggest that hedonic shopping value is strongly linked to tourists’ satisfaction and word of mouth. Theoretical and practical implications are discussed within the context of retailing industry in a maturing tourist destination.

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Efficacy of Hedonic Shopping Value in Predicting Word of Mouth

This research examines the efficacy of hedonic shopping value in predicting tourists’ satisfaction and word of mouth communication. The data were collected through face-to-face interviews of 506 tourists of whom 383 respondents indicated that they had shopped and made a purchase during their holidays in Turkey. A total of 345 completed interviews were used for analysis. Findings suggest that hedonic shopping value is strongly linked to tourists’ satisfaction and word of mouth. Theoretical and practical implications are discussed within the context of retailing industry in a maturing tourist destination.