This socio-psychological study of 10 European nationalities yielded insights into what drives expectations, motivates browsing and spending or deters shopping in airports altogether. It explored the traveller's desires for escape, adventure, relaxation and reward and how these desires are pursued even in the travel shopping environment. As a compliment to this report, London's Heathrow Airport carried out an independent study for TFWA.
"The Traveller's Choice Study" focused on five broad categories to understand when (or if) the airport is considered in the decision-making process of where to purchase: souvenir purchasing for self; gift/souvenir purchasing for others; purchasing items for self that are needed on that specific trip; purchasing expensive items for self; and purchasing duty free. Full report complimentary for TFWA Members: please log in. |
