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Viewing report
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Shopping Paradise Airport. Edition No. 1
VDM Publishing House, Sep 2008, Pages: 168
Peoples associations with airports are mainly
dominated by the transport function. In recent
years, many airports have developed large shopping
experience areas. The research project presented in
this book examines passengers’ shopping behaviour
and motivation in order to better cater to
customers’ needs.
In a first step the author reviews latest literature
in the field of shopping motivation in general and
airport shopping typologies in particular. In the
second part of the analysis, the empirical study is
introduced: A survey of airport shoppers was
carried out at several international airports to
reveal passengers’ motives to shop at the airport
environment. The data allows to extract a new
typology of airport shoppers.
This comprehensive book provides innovative insights
for retailers as well as for airport facility
planners and is a valuable contribution in the field
of shopping behaviour of air travellers.
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