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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