2019 Volume 21 Issue 2 Pages 1-10
This study aims to elucidate relationship between perceived shops’ servicescape and tourists’ purchase intension. Sixteen university students from Tokyo Metropolitan and sixteen employees of the tourism industry in Okinawa prefecture, Japan, were asked to rate 30 shops in the city center shopping streets of Naha City, Okinawa Prefecture, on 36 five-point bipolar scales regarding the exteriors and interiors, the assortment of merchandise, the staff’s attitudes, the overall evaluation, and their purchase intention. The results show that the coefficient of the path from “Touristic Uniqueness” to the purchase intention was negative for both the students and the employees, and the students’ absolute coefficient was significantly higher than the one of the employees. On the other hand, the coefficients of the path from “The Okinawa locality” to the purchase intention were positive for both the students and the employees, and the absolute coefficient was significantly higher for the employees than for the students. Finally, the coefficients of the path from “Activity” to the purchase intention was positive for both the students and the employees, and this time the students’ absolute coefficient was significantly higher than the one of the employees. The above results show that, irrespective of differences between the two subject groups in the strength of the paths, the positive influence of “The Okinawa locality” and “Activity,” and the negative effect of “Touristic Uniqueness” on purchase intention are commonly observed.
