Tourist Shopping Villages

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22. Tourist Shopping VI11ag8s Forms and Functions Laurie Murphy, Pierre Benckendorff, Gianna Moscardo and Philip L. Pearce

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Library of Congress Catalogillg~itt-Pllblicatioll Data

Tourist shopping villages: forms and functions I by Laurie Murphy _ . _ [et all­p. em. - (Routledge advances in tourism)

lndudes bibliographical references and index. 1. Tourism. 2. Shopping. 3. Tourism-Marketing. I. Murph}', Laurie.

G155.A1T59872010 910.68-dc22 2010025613

ISBNH 978-0-415-96527-9 (hbk) ISBN13, 978-0-203-83~82-4 (cbk)

Contents

List of Figures List of Tables List of Case Studies Preface

1 Tourist Shopping Opportunities: Placing Tourist Shopping

ix xiii xv

xvii

Villages in a Larger Context 1

2 Issues for Sustainable Tourist Shopping Villages 19

3 A Model of Tourist Shopping Village Experience 45

4 The Importance of Location, Anchor Attractions and Entrepreneurs 65

5 Shopping Village Streets capes and Servicescapt:s 86

6 Themes and Presentation 120

7 The Interactive Shopping Village Experience. . 136

8 Information, Support Services and Facilities 157

9 Evolution, Challenges and Information Needs 179

10 The Future of Tourist Shopping Villages

References About the Authors Author Index Subject Index

203

227 249 251 257

Figures

1.1 Overview of the book. 3

2.1 The move from farmers markets to factory outlets in St. Jacobs, Ontario. 23

2.2 Well-known brands can be found in historic Freeport buildings. 24

2.3 From historic buildings to factory outlets in North Conway. 26

2.4 The presentation of heritage, art and food themes in Kinsale. 36

2.5 Framework for identifying tourism impact areas. 42

3.1 Summary framework of the leisure shopping experience. S?

3.2 A model of the TSV visitor experience. 62

3.3 Framework for understanding TSV development and impacts. 63

4.1 A model of the TSV visitor experience. 66

4.2 Spatial patterns for touring trips and visiting shopping villages. 68

4.3 Montville contains a mix of architectural styles. 72

4.4 Sedona, Arizona (top) and Cheddar, England provide examples of TSVs in spectacular landscape serrings. 74

4.5 Images of Sedona. 75

4.6 Perceived value positions. 83

5.1 A model of the· TSV visitor experience. 87

x Figures

5.2 The dements of the tourist shopping village structure. 88

5.3 Entrance to Gough's Cave (top); cheese and cider are major tourist products (bottom). 92

5.4 Spatial forms of TSV visitor precincts. 94

5.5 Visitor map of St. Jacobs, Canada. 96

5.6 Use of flowers at Niagara-on-the-Lake (top), shrubbery and vegetation at Montville. 99

5.7 Use of atypical architectural elements, Williams and Eumundi. 101

5.8 Themed directional signage in Niagara-on-the-Lake and Kuraocla. 103

5.9 Street displays of products at Montville (top) and Bayfield. 104

5.10 Decorative bins and lamp posts at Montville. 105

5.11 Paving art at Montville. 106

5.12 The river and tourist shops at Bourton-on-the-Water. 108

5.13 Hosts and performers in the streetscape at Windsor and Broadway. 111

5.14 Display of goods in TSV servicescapes. 115

5.15 Traditional interiors at St. Jacobs (top) and Mount Tamborine Gallery Walk. 116

6.1 Highlighting the role of themes and presentation in the TSV visiror experience model. 122

6.2. Irriages of German food and wine themes in I-Iahndorf. 127

6.3 The use of the Mennonite story at St. Jacobs. 134

7.1 A model of the TSV visitor experience. 137

7.2 Family and Co. Toy Store and the Amazing Clayworks. 146

7.3 The Colonial Williamsburg General Store. 149

7.4 Themes in Niagara-on-the-Lakc: wine tasting and George Bernard Shaw. 152

7.5 Prince oEWales Hotel and specialty food in Niagara-on-the-Lake. 154

Figures xi

8.1 A model of the TSV visitor experience. 158

8.2 Visitor centres at Kuranda (top) and Cheddar showcase regionally distinctive architectural styles and are clearly marked with signs and i symbols. 161

8.3 Fixed map with various walking itineraries 'lot Kuranda. 167

8.4 Examples of consistent, themed directional signage at Kuranda. 168

8.5 Examples of B&B accommodation found in Niagara-on-the-Lake and Bayfield, Canada. 171

8.6 Narrow streets and sidewalks in Kinsale (top) and use of the village square for parking in Stow-on-the-Wold. 173

8.7 Examples of trolley buses in Sedona (top) and Niagara-on-the-Lake. 175

9.1 Stakeholders influencing the development of TSVs. 182

10.1 The TSV visitor experience model. 224

Tables

1.1 Summary of Tourist Shopping Segmentation Studies 8

1.2 Summary of Main Forms of Shopping 13

1.3 A Summary of the Tourist Shopping Villages Studied 16

2.1 Brief Description of the Six New England TSVs Studied 21

2.2 Overview of Tourism Shopping Impacts on Destination Community Capital 43

3.1 Summary of Variables Studied in Retail Atmospherics 48

3.2 Features Tourists Seek and Enjoy in Shopping Opportunities 55

3.3 Key Features of Positive Customer and Tourist Experiences 59

5.1 Environmental and Social Cues Found in TSV Streetscapes 97

5.2 Environmental Cues Found in Tourist Shopping Village Servicescapes 113

6.1 Promotional Slogans for a Selection of Shopping Villages 121

6.2 Methods of Presentation of Themes in TSVs 125

6.3 Features of Tourist Shopping Villages Included in the Inventory 128

6.4 Results of Principal Components Analysis of Shopping Village Features 129

6.5 Results of the Content Analyses of the Promotional Material 131

8.1 A Sequence of Visitor Information Needs 159

XIV Tables

8.2 Features of Effective Visitor Maps 163

9.1 Application of Key Life Cycle Models to TSVs 184

9.2 A Framework for Conceptualising TSV Information Needs 202

10.1 The Role of Technology in TSVs 212

Case Studies

2.1 Freeport, Maine, U.S. 24

2.2 North Conway, New Hampshire, U.S. 26

2.3 Kinsale, Ireland 36

4.1 Montville, Queensland, Austtalia 72

4.2 Sedona, Arizona, U.S. 75

5.1 Cheddar, United Kingdom 91

5.2 Bourton-on-the-Water, United Kingdom 107

6.1 Hahndorf, South Austra lia 126

6.2 St. Jacobs, Ontario, Canada 134

7.1 Sti:atford on the Avon, Oncario, Canada 145

7.2 Colonial Williamsburg, Virginia, U.S. 149

7.3 Niagara-on-the-Lake, Ontario, Canada 153

Preface

You do not have to like shopping CO read this book. An enthusiasm for shopping may make 'some sections of this research work more interesting for you to read but in company with those people who dislike shopping (and there are certainly quite a few in the latter category) we ask you to set aside your personal views and view tourist shopping in small villages in two interrelated ways. First, we ask that you consider how this form of tourist shopping can be used as a tool to sustain rural or peripheral com­munities. In this context we also ask you to consider with us what factors or features of such villages, their settings and their practices might enhance their value to multiple interested parties.

A second perspective can accompany the first. On this occasion we seek to kindle your interest in viewing the contemporary village shopping prac­tices and forms 'as a study in the experience economy. Here we are interested in seeing how experiences may be understood not just for the shopping con­text hut for a broad range of leisure and entertainment settings.

The fact that you are reading this preface is at least a start (especially for those who dislike shopping). We have used a number of cases and illustra­tions throughout this book to maintain your interest and represent some of the core ideas. Most of you will live somewhere near a shopping village and if this book stimulates you to look at a familiar setting with fresh perspec­tives it will have achieved one purpose. A second goal lies in providing source material which can assist the creation of superior tourist shopping village settings which in turn support the experiences visitors find enchanting, pur­poseful and rich in positive story telling potential. This arm of the research program represents the functional and pragmatic arm of applied tourism studies, or at least provides the groundwork for creating useful applications. For those whose interests lie in developing the groundwork of academic ideas rather than seeking applications we also have a continuing organizing theme threading through the book. We argue for the applicabiliry of a TSV Visitor Experience Model and by implication we suggest a broad role for this con­ceptual scheme in explaining the forces affecting people's experience.

All of the researchers contributing to this volume have family mem­bers who have shopped along with us in our travels and work. For Laurie

xviii Preface

Murphy, Caitlin has endured shopping bravely and her mother Marion more enrhusiastically; for Pierre Benckendorf£, Kym and later Joel have been feisty shoppers and for Gianna Moscardo and Philip Pearce, Tom and Jack have been mostly welcome companions. We thank them all far their conrributians. All members of this research team have been hased at James Cook University for the preparation and writing of this book. We thank the Faculty of Law, Business and Creative Arts.which provided some of the funds to suppOrt this research program.

Laurie Murphy Pierre Benckendorff Gianna Moscardo Philip Pearce

Townsville, Australia, June 2010