Exploring patterns of satisfaction and shopping motivation in a tourist shopping village

Although satisfaction is a core concept in understanding visitor behaviour and shopping is a core activity for many visitors, visitor satisfaction with shopping activities has been given only limited research attention. This paper seeks to address this by examining the relationships between shopping motivation and visitor satisfaction in Hahndorf, an historic German-themed village in Australia. The study surveyed 506 visitors to this tourist shopping village (TSV) using multiple measures of satisfaction. Four shopping motivation groups were identified and profiled and a series of importance-performance analyses revealed distinctive patterns of satisfaction for each group. These results have implications both for the planning of TSVs and the way we examine visitor satisfaction