Servicescape and shopping value: the role of negotiation intention, social orientation, and recreational identity at the Istanbul Grand Bazaar, Turkey

Yalinay, Ozge; Baxter, Ian W F; Collinson, Elaine; Curran, Ross; Gannon, Martin Joseph; Lochrie, Sean; Taheri, Babak; Thompson, Jamie

Abstract

This paper examines the influence of negotiation intention, recreational shopper identity, and social shopping orientation on both servicescape and visitors’ overall shopping value in the Istanbul Grand Bazaar. We developed and tested a conceptual model using a sample of 300 international visitors to the Bazaar. The results demonstrate that bargaining intention, recreational functions, and social interactions influence servicescape. This implies that, when tourists are motivated by bargain hunting, recreation, and socialisation, their attitude towards the shopping environment is more positive, which subsequently results in increased overall shopping value. Implications for managerial practice are also presented alongside suggestions for future research.

Citation

Yalinay, O., Baxter, I. W. F., Collinson, E., Curran, R., Gannon, M. J., Lochrie, S., Taheri, B., & Thompson, J. (2018). Servicescape and shopping value: the role of negotiation intention, social orientation, and recreational identity at the Istanbul Grand Bazaar, Turkey. Journal of Travel and Tourism Marketing, 35(9), 1132-1144. https://doi.org/10.1080/10548408.2018.1475277

• Journal Article Type: Article
• Acceptance Date: May 7, 2018
• Online Publication Date: May 28, 2018
• Publication Date: Sep 1, 2018
• Deposit Date: Jan 17, 2019
• Publicly Available Date: Jan 18, 2019
• Journal: Journal of Travel & Tourism Marketing
• Print ISSN: 1054-8408
• Electronic ISSN: 1540-7306
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• Volume: 35
• Issue: 9
• Pages: 1132-1144
• DOI: https://doi.org/10.1080/10548408.2018.1475277
• Keywords: negotiation intention, recreational shopper identity, social shopping orientation, servicescape
• Public URL: http://researchrepository.napier.ac.uk/Output/1496614
• Contract Date: Jan 18, 2019