Purpose – The objective of the study is to describe and analyse different tourist shopping typologies based on their motives for visiting a shopping destination well known for its low prices.
Design/methodology/approach – The data were collected by means of structured questionnaires administered to tourists visiting the Swedish destination. The survey instrument measured constructs designed to understand shopping motivation and feelings experienced during the course of shopping.
Findings – Two distinct tourist shopping typologies were found, based on a tourist's primary purpose in travelling, and designated “Follow the Plan” and “Go with the Flow”. The present study proposes the use of a theoretical continuum that takes into account feelings experienced at a low-priced destination and consumer shopping motivations.
Originality/value – This study contributes to the existing literature on tourism shopping by suggesting typologies built on feelings experienced and shopping motivations, thus providing new insights on tourist shopping typologies found at a low-price destination. Results are not general for any low-priced destination, thus further research is needed in other destinations as well.