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Tourist Shopping and Omnichanneling
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Author(s): Alba García-Milon (Universidad de La Rioja, Spain), Emma Juaneda-Ayensa (Universidad de La Rioja, Spain), Cristina Olarte-Pascual (Universidad de La Rioja, Spain)and Jorge Pelegrín-Borondo (Universidad de La Rioja, Spain)
Copyright: 2020
Pages: 11
Source title:
Multilevel Approach to Competitiveness in the Global Tourism Industry
Source Author(s)/Editor(s): Sérgio Jesus Teixeira (Higher Institute of Administration and Languages, Portugal)and João Matos Ferreira (University of Beira Interior, Portugal)
DOI: 10.4018/978-1-7998-0365-2.ch006
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Abstract
In recent years new technologies have increased access to information and, as a result, many channels can be used in an integrated and combined way. Omnichannel strategies have emerged in shopping which allow consumers to have integrative and holistic experiences. This trend, in addition to its influence on the general consumer, has implications for tourists who can take advantage of different channels in their costumer journeys through adopting omnichannel behaviors. Due to the importance of omnichanneling and tourist shopping, and the fact that no studies examine them in conjunction, this theoretical chapter aims to launch this research line; future research lines are presented to improve the retail sector and tourists' shopping experiences.
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