Olivia Wagner

Shopping Paradise Airport Olivia Wagner

Peoples associations with airports are mainly dominated by the transport function. In recent years, many airports have developed large shopping experience areas. The research project presented in this book examines passengers' shopping behaviour and motivation in order to better cater to customers' needs. In a first step the author reviews latest literature in the field of shopping motivation in general and airport shopping typologies in particular. In the second part of the analysis, the empirical study is introduced: A survey of airport shoppers was carried out at several international airports to reveal passengers' motives to shop at the airport environment. The data allows to extract a new typology of airport shoppers. This comprehensive book provides innovative insights for retailers as well as for airport facility planners and is a valuable contribution in the field of shopping behaviour of air travellers.