TY - JOUR
T1 - Axiology of Tourism Shopping
T2 - A Cross-Level Investigation of Value-in-the-Experience (VALEX)
AU - Wong, Ip Kin Anthony
AU - Huang, GuoQiong Ivanka
AU - Li, Zhuo Catherine
N1 - Funding Information:
This research is supported by the National Natural Science Foundation of China (No. 72074230, 72004239)
Publisher Copyright:
© The Author(s) 2022.
PY - 2022
Y1 - 2022
N2 - This study draws on the premise of value-in-the-experience (VALEX), axiology, and situated cognition to investigate how value is contextualized within a broader social system that is manifested through the service environment where the shopping experience occurs. A cross-level framework is proposed to examine how shopping value is embedded within the broader setting. Findings reveal that the broader shopping environment is a facilitator of the value–experience process when tourists are seeking hedonic value, while it is a disabler when they are seeking utilitarian value. This inquiry opens a new avenue of research in shopping tourism, with a focus on a more complex dynamic of value-in-context based on situated cognition.
AB - This study draws on the premise of value-in-the-experience (VALEX), axiology, and situated cognition to investigate how value is contextualized within a broader social system that is manifested through the service environment where the shopping experience occurs. A cross-level framework is proposed to examine how shopping value is embedded within the broader setting. Findings reveal that the broader shopping environment is a facilitator of the value–experience process when tourists are seeking hedonic value, while it is a disabler when they are seeking utilitarian value. This inquiry opens a new avenue of research in shopping tourism, with a focus on a more complex dynamic of value-in-context based on situated cognition.
KW - multilevel
KW - service environment
KW - tourism shopping
KW - travel value
KW - value in the experience
UR - http://www.scopus.com/inward/record.url?scp=85133906403&partnerID=8YFLogxK
U2 - 10.1177/10963480221108907
DO - 10.1177/10963480221108907
M3 - Journal article
AN - SCOPUS:85133906403
SN - 1096-3480
JO - Journal of Hospitality and Tourism Research
JF - Journal of Hospitality and Tourism Research
ER -