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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


Ozge Yalinay

Ian W F Baxter

Elaine Collinson

Ross Curran

Martin Joseph Gannon

Sean Lochrie

Babak Taheri


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.

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
Keywords negotiation intention, recreational shopper identity, social shopping orientation, servicescape
Public URL
Contract Date Jan 18, 2019


Servicescape and shopping value: The role of negotiation intention, social orientation, and recreational identity at the Istanbul Grand Bazaar (103 Kb)

Copyright Statement
This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Travel and Tourism Marketing on 28 May 2018, available online:

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