Purpose

The purpose of this study is to investigate the direct impact of shopping experience of tourists on their satisfaction with shopping, while perceived crowding is used as a moderator in this relationship.

Design/methodology/approach

The proposed conceptual model was tested by an empirical study where the data were collected from 411 German tourists, visiting Kaleiçi, Antalya-Turkey.

Findings

The study results revealed that tourist shopping experience (consisting of education, esthetic, entertainment and escapism dimensions) significantly determines satisfaction with shopping. Moreover, crowding perception has a two-dimensional structure, as human and spatial crowding. Human crowding, which reflects high human density, is found to negatively moderate the effect of shopping experience on satisfaction, where spatial crowding, which is related to high space density, does not influence this relationship.

Originality/value

This study exceptionally shows that crowding perceptions of German tourists in shopping are affected by both human and spatial crowding. In addition, the moderating role of perceived crowding is clarified in the relationship between shopping experience and satisfaction.

中文翻译：

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感知人群如何适度地吸引游客购物体验和满意度关系？

目的

这项研究的目的是调查游客的购物体验对他们对购物满意度的直接影响，而在这种关系中感知到的拥挤被用作调节者。

设计/方法/方法

拟议的概念模型通过一项实证研究进行了检验，该研究从411名德国游客那里收集了数据，这些游客访问了土耳其安塔利亚的Kaleiçi。

发现

研究结果表明，游客购物经历（包括教育，审美，娱乐和逃避现实的维度）极大地决定了人们对购物的满意度。此外，拥挤感知具有二维结构，就像人类和空间拥挤一样。反映了高人口密度的人群拥挤被发现负面影响了购物体验对满意度的影响，而与较高空间密度有关的空间拥挤并不影响这种关系。

创意/价值

这项研究异常表明，购物中德国游客的拥挤感受人为和空间拥挤的影响。此外，在购物体验和满意度之间的关系中，人们可以清楚地看出拥挤的调节作用。