Tipično ženska obilježja mađarskoga shopping-turizma

Although shopping has been long acknowledged as a major tourist activity, the extent and characteristics of shopping tourism have only recently become the subject of academic research and discussion. As a contribution to this field of knowledge, the paper presents the characteristics of shopping tourism in Hungary, and discusses the typically female features of outbound Hungarian shopping tourism. The research is based on a survey of 2473 Hungarian tourists carried out in 2005. As the findings of the study indicate, while female respondents were altogether more likely to be involved in tourist shopping than male travellers, no significant difference was experienced between the genders concerning the share of shopping expenses compared to their total travel budget. In their shopping behaviour, women were typically affected by price levels, and they proved to be both more selfish and more altruistic than men by purchasing more products for themselves and for their family members. The most significant differences between men and women were found in their product preferences as female tourists were more likely to purchase typically feminine goods such as clothes, shoes, bags and accessories, in the timing of shopping activities while abroad, and in the information sources used by tourists, since interpersonal influences such as friends’, guides’ and fellow travellers’ recommendations played a higher role in female travellers’ decisions.Premda se kupovanje (shopping) već odavno smatra glavnom turističkom aktivnošću, opseg i karakteristike shopping-turizma tek su nedavno postali predmetom akademskog istraživanja i rasprava. Kao prinos tom znanstvenom području, ovaj rad donosi obilježja shopping-turizma u Mađarskoj i raspravlja o tipično ženskim obilježjima mađarskoga shopping-turizma u inozemstvu. Istraživanje se temelji na ispitivanju 2473 mađarska turista provedenom 2005. godine. Kao što pokazuju rezultati ispitivanja, dok su ispitanice više uključene u shopping-turizam, s obzirom na udio troškova kupnje u odnosu na ukupni putni proračun nije pronađena značajna rodna razlika. Što se tiče ponašanja prilikom kupnje, na žene su tipično utjecale razine cijena te su se one istodobno pokazale i sebičnijima i nesebičnijima od muškaraca, kupujući više proizvoda za sebe i članove svojih obitelji. Najznačajnije razlike između muškaraca i žena odnose se na stvari koje najviše vole kupovati, jer turistkinje radije kupuju tipično ženske proizvode kao što su odjeća, cipele, torbe i modni dodaci, zatim na dobar odabir vremena za kupnju dok su u inozemstvu i na korištenje izvorima informacija kojima se obično služe turisti, budući da međuljudski utjecaji kao što su preporuke prijatelja, vodiča i suputnika imaju veću važnost u odlukama ženskih putnika