Shopping Behaviors of Tourists in Istanbul: A qualitative research on the shopkeepers in Beyazıt

Abstract

Istanbul is an important destination in terms of cultural attractiveness, historical sites, developed infrastructure, and shopping malls and there are various places where tourists can shop. In this context, this study aims to analyze the shopping behaviors of the tourists visiting Beyazit Istanbul, from the local shopkeepers’ perspective. In line with the purpose of this study, interviews among qualitative research techniques were used. Semi-structured interview forms were created and the data was collected from Beyazit’s shopkeepers. The obtained data were analyzed by using MAXQDA software. Based on the analysis, the shopping behavior of tourists has been examined under three headings. These are; (1) tourists’ bargaining behaviors, (2) tourists’ spending behaviors, and (3) tourists’ product choices. It is determined that tourists generally tend to bargain during shopping. It is found that the tourists from the US and Arabian countries spend the most among the tourists that visit Beyazit. It is determined that cheap souvenirs and imitation clothing products are selected as shopping products. In addition, three sub-themes are determined as shopping barriers for tourists. These are; (1) sales pressure (tourist harassment), (2) safety concerns, and (3) tour guide’s influence and time limitation. Keywords: Shopping, shopping behaviors, tourists’ spending behaviors, Istanbul