Attracting Tourists to a Shopping Centre

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Attracting Tourists to a Shopping Centre

UDK: 338.488.3:339.378.2 ; 338.487:659.127.4

DOI:10.7595/management.fon.2012.0037

This article highlights a necessity of adjusting the marketing mix to tourists’ requirements. The tourists are no longer limited only to the purchase of souvenirs and local artefacts. Shopping has become an important part of the overall tourist experience and tourists are becoming a very important target group for shopping centres marketing.

Keywords: shopping centre, tourists, purchasing, motives of purchase, targeting of tourists

Vinka Filipović¹, Danijela Jovanović², Slavica Cicvarić Kostić³

^1,3University of Belgrade, Faculty of Organizational Sciences

²Lincoln University

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