An Investigation of the Perceived Value of Shopping Tourism

Miju Choi, Rob Law, Cindy Yoonjoung Heo

Research output: Journal article publicationJournal articleAcademic researchpeer-review

44 Citations (Scopus)


Managing shopping risk is a prerequisite to ensuring business prosperity in shopping destinations, as risk is likely to influence perceived value and the choice of future shopping destinations. Previous studies have shown that enhancing trust is a means of avoiding or minimizing perceived (shopping) risk. Increased trust is expected to reduce shopping risk and ultimately foster the impression of a shopping destination as reliable. Despite its important role, trust has received limited, if any, attention in shopping- and tourism-related research. As shopping behavior while traveling abroad differs from ordinary shopping in one’s home country, tourists’ shopping activities require in-depth research grounded in psychological theory. This study aimed to examine the influence of trust in a shopping destination on the value of that destination as perceived by tourist shoppers. The findings suggest that trust in a shopping destination positively influences perceptions of the destination’s value in every value category.

Original languageEnglish
Pages (from-to)962-980
Number of pages19
JournalJournal of Travel Research
Issue number7
Publication statusPublished - 1 Sept 2018


  • perceived value
  • shopping tourism
  • shopping tourist
  • trust

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management


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